Service guarantees as a base for positioning in B2B - Rennes School of Business Access content directly
Journal Articles Industrial Marketing Management Year : 2019

Service guarantees as a base for positioning in B2B


Research in marketing has shown that service guarantees can contribute to gaining a competitive advantage. However, studies of perceived benefits have mostly been investigated in a consumer marketing context while prior research in B2B has been limited. Given the peculiarities of B2B marketing we investigate the value of service guarantees for industrial customers. We report findings from two studies of attitudes to service guarantees and their effects on purchase intentions and customers' willingness to pay a price premium. Our findings based on conjoint analysis show that service guarantees can deliver added value to B2B customers with implications for positioning strategies. Buyers in B2B markets are encouraged to consider the potential positioning effects of service guarantees for their organization.
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hal-02326105 , version 1 (20-12-2021)


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Rod Mccoll, Yann Truong, Antonella La Rocca. Service guarantees as a base for positioning in B2B. Industrial Marketing Management, 2019, 81, pp.78-86. ⟨10.1016/j.indmarman.2018.11.015⟩. ⟨hal-02326105⟩
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