Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Y. Ding, K. H. Chai
Department of Industrial and Systems Engineering, University of Singapore, Singapore
(dy@nus.edu.sg, iseckh@nus.edu.sg)
Abstract - Customer needs are increasingly fulfilled by a
seamless integration of products and services. Complexity
grows for firms to understand customers since their
perception of firm performance can be affected by either
product manufacturers or service providers. Our study is
attempting to identify possible spillover effects of quality and
customer satisfaction between products and services.
Potential moderators such as affective commitment and
consumer knowledge will also be examined. Our discussion
shows that firms working closely together in delivering
solutions to customers need to consider the influence of their
partners product or service quality and satisfaction level as
well. This may enhance understanding of customer
satisfaction and loyalty of their own companies.
Keywords Associative networks, loyalty, quality,
satisfaction, spillover.
I. INTRODUCTION
Companies are constantly searching for better ways to
sustain competitive edge. In their seminal work, Vargo
and Lusch [1] claimed that the entire business
environment is increasingly shifting from the traditional
tangible goods exchange to mostly intangible, knowledgeintensive service offerings. They urge both practitioners
and scholars to adopt a service-dominant (S-D) logic,
which redefines the role of goods as a distributional
mechanism for services and emphasizes that value can
only be realized by consumption of products or services or
both. Thus, in the cases where the effective use of a
product relies on the service as much as on the product
itself, it is crucial to ensure the seamless integration of
them. Poor quality in either products or services can
deteriorate the overall value.
A typical industry is the mobile telecommunications
where a communication experience requires both a
handset and a network to properly function simultaneously.
Moreover, latest advancement has witnessed that a third
component, software applications, is increasingly
important in this ecosystem. Usually installed in a
smartphone, these applications can turn a handset into a
multipurpose device, such as GPS, music player, web
browser and many others which may be beyond our
imagination. However, none of these phenomena has been
fully addressed in the quality and customer satisfaction
literature although this stream of research has been
proceeding for nearly three decades. Adequate
understanding of the quality, customer satisfaction and
loyalty link has mostly been shown in a single firm, or
pure service, or pure product context; however, studies on
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Product A
Product C
Product B
Service A
Strong Association
Weak Association
No Significant Association
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