دانلود رایگان مقاله انگلیسی محاسبات ارتباطات B2B: مقدار تاثیر منابع در منطق سرویس غالب - اشپرینگر 2017

Abstract

Increasingly, knowledgeable business-to-business (B2B) customers and evolving customer needs are leading to seismic shifts in vendor–client interactions. Across industries, sellers are changing their business models from a simple goods orientation to a hybrid goods–services model, placing greater emphasis on delivering complete customer solutions. In such an environment, companies must find ways to prioritize investments in resource development. The servicedominant (S-D) logic framework offers significant insights into this challenge; however, these effects have not been tested quantitatively. This study addresses that gap, examining the influence of various seller resources on buyer satisfaction. An empirical analysis of buying organizations that purchased and implemented business intelligence systems finds that Baugmented^ operant resources that the buyers ascribe to the software’s sellers—resources that go above and beyond expectations—are the most significant predictors of both successful technology assimilation and overall customer relationship quality. In particular, an augmented operant resource reflecting a seller’s ability to see value creation opportunities from the buyer’s perspective (value mindset) has up to three times the effect on relationship satisfaction as Bcore^ operant resources such as product-specific expertise or basic interpersonal service skills. These results can help sellers prioritize resource investments.

Contributions

This study makes important contributions to understanding the relative influence of Bsoft^ versus Bhard^ service assets. In particular, the study provides empirical evidence of the value of human capital investments—as opposed to tangible services offerings—as a means of strengthening relationship quality.

From an academic perspective, the study constitutes, to the best of our knowledge, the first empirical evaluation in the S-D logic literature of the differential impact of operant versus operand resources. It provides an initial quantified perspective on the influence of what Madhavaram and Hunt (2008) term Binterconnected^ operant resources that hold the potential to become Bmasterful^ operant resources. The study brings together previously disparate perspectives from the technology management and marketing disciplines to create a new, holistic framework linking seller resources with buyer technology assimilation results that help capture S-D logic’s co-creation of value element. Adopting a buyer’s perspective, the study is largely consistent with Tuli et al.’s (2007) powerful qualitative findings, where buyers view customer solutions through a relational processes lens as opposed to an integrated customized goods–services lens, typical of sellers.

From a practitioner perspective, the study can help organizations make more informed decisions about the optimal mix of services in their business model and how best to focus their human capital development. The study’s findings on customer technology assimilation and the relative effect of core versus augmented resources on buyer–seller relationship quality should be helpful to businesses confronting these challenges. The insights of the study are derived from a buyer-centered view of project outcomes, providing a fresh view of how relationship quality can be improved. The implication for enterprise software companies—and hybrid goods–services companies in general—is that investments in human capital that facilitate a holistic customer value mindset have a significant impact on relational performance.