Modeling the antecedents of multi-generational services adoption behavior of clients across countries: The role of mindset metrics

Ashish Sood (), V. Kumar () and Shaphali Gupta ()
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Ashish Sood: University of California Riverside
V. Kumar: St. John’s University
Shaphali Gupta: The School of Ideas

Journal of International Business Studies, 2023, vol. 54, issue 9, No 6, 1686 pages

Abstract: Abstract This study explores the role of clients’ mindset metrics (i.e., satisfaction and sentiment) attributing to the variation in the adoption patterns of multi-generational services (MGS) of those clients of an MGS supplier. Based on a triangulation approach and theoretical underpinning, we propose that clients manage three MGS adoption metrics – multigenerational depth, features, and time – to augment their capabilities over time. We show that the linkages between mindset, and adoption metrics, moderated by cultural and economic factors, explain the variation in adoption patterns using the adoption data of 58,476 clients from an MGS supplier providing five services generations of new-age products/services over a 10-year period in 13 developed and emerging markets. A small improvement in marketing mindset metrics significantly impacts firm revenues through improvements in MGS adoption metrics, which also vary by the culture and economic conditions of the client's country. We develop managerial insights about allocating scarce resources to foster MGS adoption and enhancing the success of new generations introduction across countries. We show that instead of a focus on faster adoption, a diversified strategy balancing multigenerational depth, breadth, and time and using appropriate strategies for enhancing satisfaction or sentiment leads to better outcomes for the MGS supplier.

Keywords: multi-generational services; international markets; mindset metrics; customer satisfaction; customer sentiment; B2B marketing; multigenerational depth; features; and time; culture; economy (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41267-023-00608-z

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