Service guarantees as a base for positioning in B2B

Rod Mccoll, Yann Truong and Antonella La Rocca
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Rod Mccoll: ESC [Rennes] - ESC Rennes School of Business
Yann Truong: BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC)
Antonella La Rocca: ESC [Rennes] - ESC Rennes School of Business

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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.

Keywords: Service guarantees; Value; Positioning; b2b; Conjoint analysis (search for similar items in EconPapers)
Date: 2019-08
Note: View the original document on HAL open archive server: https://rennes-sb.hal.science/hal-02326105v1
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Citations: View citations in EconPapers (1)

Published in Industrial Marketing Management, 2019, 81, pp.78-86. ⟨10.1016/j.indmarman.2018.11.015⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02326105

DOI: 10.1016/j.indmarman.2018.11.015

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