What can satisfy customers in servitization? Service or goods innovation

• Published in: The Journal of business & industrial marketing Vol. 38; no. 10; pp. 2030 - 2046
• Main Authors: Xiao, Xiaohong, Zhou, Chengxu, Mao, Hongyi
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 14.11.2023; Emerald Group Publishing Limited
• Subjects: Competition; Competitive advantage; Corporate culture; Customer satisfaction; Customer services; Innovations; Intangible assets; Marketing; China; Marketing intensity; Servitization; Customer satisfaction; Environmental turbulence; Service innovation; Goods innovation

Purpose This study aims to investigate the impact of the two essential subjects of servitization (service and goods innovation) on customer satisfaction. The authors explained the paradox of servitization by determining how service innovation and goods innovation affect customer satisfaction interac...