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

Abstract

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.
Fichier principal
Vignette du fichier
S0019850118302980.pdf (227.56 Ko) Télécharger le fichier
Origin : Files produced by the author(s)

Dates and versions

hal-02326105 , version 1 (20-12-2021)

Licence

Attribution - NonCommercial

Identifiers

Cite

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⟩
88 View
51 Download

Altmetric

Share

Gmail Facebook X LinkedIn More