Customer Interaction and Innovation in Hybrid Offerings:Investigating Moderation and Mediation Effects for Goods and Services Innovation

Abstract

Hybrid offerings are bundles of goods and services offerings provided by the same firm. Bundling value offerings affects how firms innovate, interact with customers, and customize their goods and services. However, it remains unclear how customer interaction might drive the innovation performance of various bundled components. Therefore, this study investigates the effects of customer interactions and service customization on both goods and services innovations in a hybrid offering context, using a unique data set of 146 information technology and manufacturing firms. Customer interaction appears beneficial to both goods and services innovation in a hybrid offerings context, but service customization has different direct effects on goods versus services innovation. As a potential mediator, customer knowledge mobilization resources exert different effects on the goods and services elements of hybrid offerings. Furthermore, for high-interaction customers, medium levels of technical modularity lead to most favorable innovation outcomes for services innovation. The results thus suggest that providers of hybrid offerings should foster customer interactions, to drive the innovation performance of the good and service components, while still making sure to implement service customization strategies. These findings have notable implications for service innovation research.

Publication DOI: https://doi.org/10.1177/1094670517711586
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
College of Business and Social Sciences > Aston Business School
Additional Information: Customer Interaction and Innovation in Hybrid Offerings: Investigating Moderation and Mediation Effects for Goods and Services Innovation Schaarschmidt, M., Walsh, G. & Evanschitzky, H. 31 May 2017 In : Journal of Service Research. 21, 1, p. 119-134 16 p. Copyright ©2017 Sage. Reprinted by permission of SAGE Publications.
Uncontrolled Keywords: customer interaction,goods innovation,hybrid offerings,knowledge integration mechanisms,services innovation,Information Systems,Sociology and Political Science,Organizational Behavior and Human Resource Management
Publication ISSN: 1552-7379
Full Text Link:
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2018-02-01
Published Online Date: 2017-05-31
Accepted Date: 2017-05-31
Authors: Schaarschmidt, Mario
Walsh, Gianfranco
Evanschitzky, Heiner (ORCID Profile 0000-0003-1013-7679)

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