制造业中产品服务系统的客户导向性与客户关系承诺
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摘要
基于服务主导逻辑等相关理论,分析了产品服务系统客户导向性的内涵和外延。按照价值创造的源点、形态和目标将产品服务系统的客户导向性划分为客户业务问题导向、客户解决方案导向和客户绩效改进导向等三个维度。以组织市场作为研究背景,建立了以产品服务系统的客户导向性为自变量,客户使用价值为中介变量,客户关系承诺为因变量,客户业务问题复杂度为调节变量的理论模型。以三家服务型制造企业的下游客户作为研究对象,通过调查法收集数据,对提出的理论模型进行了实证检验,证实了产品服务系统的客户导向性对客户使用价值和客户关系承诺具有积极的影响,客户业务问题复杂度对上述关系具有调节作用。
Based on the theory of service-dominant logic,this paper analyzes the connotation and extension of customer orientation of product service system.According to the source,form and goal of value creation,it divides customer orientation of PSS into three dimensions:customer business problem orientation,customer solution orientation and customer performance improvement orientation.Taking business market as the research background,it establishes a theoretical model with customer orientation as independent variable,customer value-in-use as intermediary variable,customer relationship commitment as dependent variable,and complexity of customer business problem as moderating variable.Taking the downstream customers of three service-oriented manufacturing enterprises as the research objects,it collects data through survey method and makes empirical test on the proposed theoretical model.The results prove that customer orientation of PSS has a positive impact on customer value-in-use and customer relationship commitment,and the complexity of customer business problems has a moderating effect on the above relationship.
Based on the theory of service-dominant logic,this paper analyzes the connotation and extension of customer orientation of product service system.According to the source,form and goal of value creation,it divides customer orientation of PSS into three dimensions:customer business problem orientation,customer solution orientation and customer performance improvement orientation.Taking business market as the research background,it establishes a theoretical model with customer orientation as independent variable,customer value-in-use as intermediary variable,customer relationship commitment as dependent variable,and complexity of customer business problem as moderating variable.Taking the downstream customers of three service-oriented manufacturing enterprises as the research objects,it collects data through survey method and makes empirical test on the proposed theoretical model.The results prove that customer orientation of PSS has a positive impact on customer value-in-use and customer relationship commitment,and the complexity of customer business problems has a moderating effect on the above relationship.
引文
[1]刘斌,魏倩,吕越,等.制造业服务化与价值链升级[J].经济研究,2016,51(3):151-162.
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[9]STORBACKA K.A solution business model:capabilities and management practices for integrated solutions[J].Industrial Marketing Management,2011,40(5):699-711.
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[12]寿涌毅,王伟姣,SLEPNIOV D.制造业产品服务系统的价值链设计与重构——基于杭氧的案例研究[J].管理评论,2016,28(2):230-240.
[13]STORBACKA K,WINDAHL C,NENONEN S,et al.Solution business models:transformation along four continua[J].Industrial Marketing Management,2013,42(5):705-716.
[14]PAN J N,NGUYEN H T N.Achieving customer satisfaction through product-service systems[J].European Journal of Operational Research,2015,247(1):179-190.
[15]ULAGA W,REINARTZ W.Hybrid offerings:how manufacturing firms combine goods and services successfully[J].Journal of Marketing,2011,75(6):5-23.
[16]MACDONALD E K,KLEINALTENKAMP M,WIL-SON H N.How business customers judge solutions:solution quality and value-in-use[J].Journal of Marketing,2016,80(3):96-120.
[17]MACDONALD E K,WILSON H,MARTINEZ V,et al.Assessing value-in-use:a conceptual framework and exploratory study[J].Industrial Marketing Management,2011,40(5):671-682.
[18]EGGERT A,ULAGA W,FROW P,et al.Conceptualizing and communicating value in business markets:from value in exchange to value in use[J].Industrial Marketing Management,2018,69(2):80-90.
[19]赵晓煜,孙福权,张昊.服务生产中顾客感知支持与其合作行为的关系[J].技术经济,2014,33(11):16-24.
[20]胡查平.制造业服务化、服务网络联盟与企业绩效的关系[J].技术经济,2018,37(3):131-138.
[21]胡查平,汪涛,朱丽娅.制造业服务化绩效的生成逻辑——基于企业能力理论视角[J].科研管理,2018,39(5):129-137.
[22]TULI K R,KOHLI A K,BHARADWAJ S G.Rethinking customer solutions:from product bundles to relational processes[J].Journal of Marketing,2007,71(3):1-17.
[23]NEELY A.Exploring the financial consequences of the servitization of manufacturing[J].Operations Management Research,2008,1(2),103-118.
[24]MARIACHIARA R,RENAUD L.B2Brelationships on the fast track:an empirical investigation into the outcomes of solution provision[J].Industrial Marketing Management,2019,76(1):203-213.
[25]HONG Y P,KIM Y J,CIN B C.Product-service system and firm performance:the mediating role of product and process technological innovation[J].Emerging Markets Finance and Trade,2015,51(5):975-984.
[26]NEZAMI M,WORM S,PALMATIER R.Disentangling the effect of services on B2Bfirm value:trade-offs of sales,profits,and earnings volatility[J].International Journal of Research in Marketing,2018,35(2):205-223.
[27]TERHO H,EGGERT A,HAAS A,et al.How sales strategy translates into performance:the role of salesperson customer orientation and value-based selling[J].Industrial Marketing Management,2015,45(1):12-21.
[28]TERHO H,EGGERT A,ULAGA W,et al.Selling value in business markets:individual and organizational factors for turning the idea into action[J].Industrial Marketing Management,2017,66(1):42-55.
[29]SAXE R,WEITZ B A.The soco scale:a measure of the customer orientation of salespeople[J].Journal of Marketing Research,1982,19(3):343-351.
[30]PANAGOPOULOS N G,RAPP A A,OGILVIE J L.Salesperson solution involvement and sales performance:the contingent role of supplier firm and customer-supplier relationship characteristics[J].Journal of Marketing,2017,81(4):144-164.
[31]GEBAUER H,GUSTAFSSON A,WITELL L.Competitive advantage through service differentiation by manufacturing companies[J].Journal of Business Research,2011,64(12):1270-1280.
[32]LAPIERRE J.Customer-perceived value in industrial contexts[J].Journal of Business&Industrial Marketing,2000,15(2):122-145.
[2]张轶伦,牛艺萌,叶天竺,等.新信息技术下制造服务融合及产品服务系统研究综述[J].中国机械工程,2018,29(18):2164-2176.
[3]STAUSS B,NORDIN F,KOWALKOWSKI C.Solutions offerings:a critical review and reconceptualisation[J].Journal of Service Management,2010,21(4):441-459.
[4]李靖华,林莉,李倩岚.制造业服务化商业模式创新:基于资源基础观[J].科研管理,2019,40(3):74-83.
[5]ANNARELLI A,BATTISTELLA C,NONINO F.Product service system:a conceptual framework from a systematic review[J].Journal of Cleaner Production,2016,139:1011-1032.
[6]GRNROOS C,HELLE P.Adopting a service logic in manufacturing:conceptual foundation and metrics for mutual value creation[J].Journal of Service Management,2013,21(5):564-590.
[7]VARGO S L,ROBERT F L.Evolving to a new dominant logic of marketing[J].Journal of Marketing,2004,68(1):1-17.
[8]VARGO S L,ROBERT F L.Institutions and axioms:an extension and update of service-dominant logic[J].Journal of the Academy of Marketing Science,2016,44(1):5-23.
[9]STORBACKA K.A solution business model:capabilities and management practices for integrated solutions[J].Industrial Marketing Management,2011,40(5):699-711.
[10]BAINES T,LIGHTFOOT H,PEPPARD J,et al.Towards an operations strategy for product-centric servitization[J].International Journal of Operations&Production Management,2009,29(5):494-519.
[11]MLLER K,TRRNEN P.Business suppliers'value creation potential:a capability-based analysis[J].Industrial Marketing Management,2003,32(2):109-118.
[12]寿涌毅,王伟姣,SLEPNIOV D.制造业产品服务系统的价值链设计与重构——基于杭氧的案例研究[J].管理评论,2016,28(2):230-240.
[13]STORBACKA K,WINDAHL C,NENONEN S,et al.Solution business models:transformation along four continua[J].Industrial Marketing Management,2013,42(5):705-716.
[14]PAN J N,NGUYEN H T N.Achieving customer satisfaction through product-service systems[J].European Journal of Operational Research,2015,247(1):179-190.
[15]ULAGA W,REINARTZ W.Hybrid offerings:how manufacturing firms combine goods and services successfully[J].Journal of Marketing,2011,75(6):5-23.
[16]MACDONALD E K,KLEINALTENKAMP M,WIL-SON H N.How business customers judge solutions:solution quality and value-in-use[J].Journal of Marketing,2016,80(3):96-120.
[17]MACDONALD E K,WILSON H,MARTINEZ V,et al.Assessing value-in-use:a conceptual framework and exploratory study[J].Industrial Marketing Management,2011,40(5):671-682.
[18]EGGERT A,ULAGA W,FROW P,et al.Conceptualizing and communicating value in business markets:from value in exchange to value in use[J].Industrial Marketing Management,2018,69(2):80-90.
[19]赵晓煜,孙福权,张昊.服务生产中顾客感知支持与其合作行为的关系[J].技术经济,2014,33(11):16-24.
[20]胡查平.制造业服务化、服务网络联盟与企业绩效的关系[J].技术经济,2018,37(3):131-138.
[21]胡查平,汪涛,朱丽娅.制造业服务化绩效的生成逻辑——基于企业能力理论视角[J].科研管理,2018,39(5):129-137.
[22]TULI K R,KOHLI A K,BHARADWAJ S G.Rethinking customer solutions:from product bundles to relational processes[J].Journal of Marketing,2007,71(3):1-17.
[23]NEELY A.Exploring the financial consequences of the servitization of manufacturing[J].Operations Management Research,2008,1(2),103-118.
[24]MARIACHIARA R,RENAUD L.B2Brelationships on the fast track:an empirical investigation into the outcomes of solution provision[J].Industrial Marketing Management,2019,76(1):203-213.
[25]HONG Y P,KIM Y J,CIN B C.Product-service system and firm performance:the mediating role of product and process technological innovation[J].Emerging Markets Finance and Trade,2015,51(5):975-984.
[26]NEZAMI M,WORM S,PALMATIER R.Disentangling the effect of services on B2Bfirm value:trade-offs of sales,profits,and earnings volatility[J].International Journal of Research in Marketing,2018,35(2):205-223.
[27]TERHO H,EGGERT A,HAAS A,et al.How sales strategy translates into performance:the role of salesperson customer orientation and value-based selling[J].Industrial Marketing Management,2015,45(1):12-21.
[28]TERHO H,EGGERT A,ULAGA W,et al.Selling value in business markets:individual and organizational factors for turning the idea into action[J].Industrial Marketing Management,2017,66(1):42-55.
[29]SAXE R,WEITZ B A.The soco scale:a measure of the customer orientation of salespeople[J].Journal of Marketing Research,1982,19(3):343-351.
[30]PANAGOPOULOS N G,RAPP A A,OGILVIE J L.Salesperson solution involvement and sales performance:the contingent role of supplier firm and customer-supplier relationship characteristics[J].Journal of Marketing,2017,81(4):144-164.
[31]GEBAUER H,GUSTAFSSON A,WITELL L.Competitive advantage through service differentiation by manufacturing companies[J].Journal of Business Research,2011,64(12):1270-1280.
[32]LAPIERRE J.Customer-perceived value in industrial contexts[J].Journal of Business&Industrial Marketing,2000,15(2):122-145.
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