珞珈营销科学学术论坛第32期
发布时间:2017-05-15 10:30:00  点击数:

  讲座主题:SERVICE SATISFACTION-MARKET SHARE RELATIONSHIPS IN PARTNERED HYBRID OFFERINGS

  主讲人:周晨

  讲座地点:教室B228

  讲座时间:2017年5月23日(周二)上午9:30-10:30

  讲座摘要:Many goods manufacturers and service providers jointly deliver partnered hybrid offerings to achieve competitive advantage and superior performance. In such cases, service providers may emphasize different aspects of service in their offerings. Do service providers and goods manufacturers benefit equally from emphasizing service satisfaction? Do the effects of emphasis on different aspects of service satisfaction on performance vary across different goods? The authors examine the effects of emphases on two aspects of service satisfaction, relational service (interactions with the service provider’s staff) and service environment (service provider’s facilities) on the market shares of service and goods components of partnered hybrid offerings. Using multiple secondary data sources from the U.S. automobile industry between 2009 and 2015, the authors find that emphasizing relational service satisfaction increases service market share but decreases goods market share. Counter-intuitively, emphasizing service environment satisfaction decreases service market share. Further, the vertical quality of the good moderates these relationships. The findings generate actionable guidelines to improve market shares by emphasizing relational service satisfaction and service environment satisfaction in the partnered hybrid offerings context.

  个人简介:周晨,南卡罗来纳大学达拉摩尔商学院营销助理教授,她在宾夕法尼亚大学获得营销学博士学位。主用采用量化的方法研究管理研究问题,研究兴趣主要集中在服务竞争、服务营销和企业间关系领域。目前在南卡罗来纳大学教授本科生市场营销研究课程,并且具有在宾夕法尼亚州立大学和荷兰鹿特丹伊拉斯姆斯大学教授本科生和研究生市场营销研究、全球营销和顾客分析课程方面的经验。