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The role of product retailers' service adoption in services introduction - A case of services supplementing consumer durables.

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


Original languageEnglish
Title of host publicationThe 14th International Research Symposium on Service Excellence in Management
Subtitle of host publicationQUIS14
EditorsXiande Zhao, Jie J. Zhang, Hyun Jeong Han
Place of PublicationShanghai
Number of pages10
ISBN (Electronic)978-0-692-46156-3
Publication statusPublished - 2015
Publication typeA4 Article in a conference publication
EventInternational Research Symposium on Service Excellence in Management -
Duration: 1 Jan 1900 → …


ConferenceInternational Research Symposium on Service Excellence in Management
Period1/01/00 → …


Retailers marketing manufacturers’ services have a significant role in service
success and therefore their adoption of the service and commitment to its
sales needs to be ensured. However, this topic has gained only limited
attention in the scientific literature while majority of the adoption literature has
focused on products. This paper discusses retailer adoption of service meant
for end customers by reviewing the antecedents of adoption and effect of
retailer’s background to service adoption. The focus is on a complementary
product-related guarantee service. The data was collected by a survey among
retailers of a consumer durables manufacturer in three countries. The results
revealed that retailers had mainly positive attitudes towards the reviewed
service indicating also service adoption. However, the adoption of the service
did not ensure that the service was marketed for all the potential customers.
Noteworthy is that retailers’ attitudes were positively related with their own
service deployment. Thus, manufacturers utilizing retailers in service
distribution need to invest in retailers’ service adoption but also ensure
trialability and possibilities for fluent marketing of the service.

Publication forum classification

Field of science, Statistics Finland