Impact of Service Extension and Services Interaction on B2b Sales: A Temporal Investigation Into Fuels’ Category

Detalhes bibliográficos
Autor(a) principal: Almeida, Marcos Inacio Severo de
Data de Publicação: 2014
Outros Autores: Porto, Rafael Barreiros, Isidro-Filho, Antonio, Coelho, Ricardo Limongi França
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12061
Resumo: The scope of services marketing has a theoretical and empirical gap that refers to the impact of the provision of services on sales. This research opportunity is routinely highlighted in theoretical proposals such as the Augmented Service Offering (ASO), Innovation in Services (IS) and Service Dominant Logic (SDL), which require alternative measures of combinations of product and service and the possible effects that these arrangements may cause. This article aims to investigate the impact of the extension and the interaction of services on Business to Business (B2B) sales. Three hypotheses were tested with data from the fuel sector. Research was operationalized based on secondary data, ceded by an energy company, which comprise sales of regular and premium gasoline of this company to 19 gas stations along 27 months, totaling 513 observations. The study involved the construction of a generalized linear model with balanced, long and random effects panel structure. The three hypotheses were supported, identifying how the extensive principle of service contributes to the increased performance and conclude the existence of a direct, linear and positive impact of extension and interaction of services on B2B sales.
id RBM-1_486b37229739d1e1cb7b832624ad5dc7
oai_identifier_str oai:https://periodicos.uninove.br:article/12061
network_acronym_str RBM-1
network_name_str REMark - Revista Brasileira de Marketing
repository_id_str
spelling Impact of Service Extension and Services Interaction on B2b Sales: A Temporal Investigation Into Fuels’ CategoryImpacto da Extensão e Interação de Serviços nas Vendas B2B: Uma Investigação Temporal na Categoria de CombustíveisInnovation in Services; Service-Dominant Logic; Services Marketing; Service Extensive Principle.Inovação nos Serviços; Lógica Dominante do Serviço; Marketing de Serviços; Princípio Extensivo do ServiçoThe scope of services marketing has a theoretical and empirical gap that refers to the impact of the provision of services on sales. This research opportunity is routinely highlighted in theoretical proposals such as the Augmented Service Offering (ASO), Innovation in Services (IS) and Service Dominant Logic (SDL), which require alternative measures of combinations of product and service and the possible effects that these arrangements may cause. This article aims to investigate the impact of the extension and the interaction of services on Business to Business (B2B) sales. Three hypotheses were tested with data from the fuel sector. Research was operationalized based on secondary data, ceded by an energy company, which comprise sales of regular and premium gasoline of this company to 19 gas stations along 27 months, totaling 513 observations. The study involved the construction of a generalized linear model with balanced, long and random effects panel structure. The three hypotheses were supported, identifying how the extensive principle of service contributes to the increased performance and conclude the existence of a direct, linear and positive impact of extension and interaction of services on B2B sales.O escopo do marketing de servios possui uma lacuna terico-emprica que se refere ao impacto que a oferta de servios promove nas vendas. Essa oportunidade de pesquisa rotineiramente destacada em propostas tericas como a do Aumento da Oferta de Servios (ASO), da Inovao nos Servios (IS) e da Lgica Dominante dos Servios (SDL), que demandam investigaes alternativas de mensurao das combinaes entre produto e servio e os possveis efeitos que esses arranjos possam provocar. Este artigo apresenta uma pesquisa cujo principal objetivo foi investigar o impacto da extenso e interao de servios em um recorte especfico das vendas, as vendas B2B. Trs hipteses foram testadas com dados provenientes da categoria de combustveis: a investigao foi operacionalizada a partir de dados secundrios, cedidos por uma empresa de energia, que compreendem dados de venda de gasolina comum e gasolina aditivada dessa empresa para 19 postos de combustveis, ao longo de 27 meses, totalizando 513 observaes. O estudo compreendeu a construo de um modelo linear generalizado, baseado em uma regresso em estrutura de painel balanceado, longo e de efeito aleatrio. As trs hipteses foram suportadas, permitindo identificar que o princpio extensivo do servio contribui para o aumento do desempenho e concluir a existncia de um impacto direto, linear e positivo da extenso e interao de servios nas vendas B2B.Universidade Nove de Julho - Uninove2014-11-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1206110.5585/remark.v13i5.2733ReMark - Revista Brasileira de Marketing; v. 13, n. 5 (2014): Julho - Setembro; 139-1542177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12061/5704Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessAlmeida, Marcos Inacio Severo dePorto, Rafael BarreirosIsidro-Filho, AntonioCoelho, Ricardo Limongi França2022-01-18T15:41:36Zoai:https://periodicos.uninove.br:article/12061Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T15:41:36REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Impact of Service Extension and Services Interaction on B2b Sales: A Temporal Investigation Into Fuels’ Category
Impacto da Extensão e Interação de Serviços nas Vendas B2B: Uma Investigação Temporal na Categoria de Combustíveis
title Impact of Service Extension and Services Interaction on B2b Sales: A Temporal Investigation Into Fuels’ Category
spellingShingle Impact of Service Extension and Services Interaction on B2b Sales: A Temporal Investigation Into Fuels’ Category
Almeida, Marcos Inacio Severo de
Innovation in Services; Service-Dominant Logic; Services Marketing; Service Extensive Principle.
Inovação nos Serviços; Lógica Dominante do Serviço; Marketing de Serviços; Princípio Extensivo do Serviço
title_short Impact of Service Extension and Services Interaction on B2b Sales: A Temporal Investigation Into Fuels’ Category
title_full Impact of Service Extension and Services Interaction on B2b Sales: A Temporal Investigation Into Fuels’ Category
title_fullStr Impact of Service Extension and Services Interaction on B2b Sales: A Temporal Investigation Into Fuels’ Category
title_full_unstemmed Impact of Service Extension and Services Interaction on B2b Sales: A Temporal Investigation Into Fuels’ Category
title_sort Impact of Service Extension and Services Interaction on B2b Sales: A Temporal Investigation Into Fuels’ Category
author Almeida, Marcos Inacio Severo de
author_facet Almeida, Marcos Inacio Severo de
Porto, Rafael Barreiros
Isidro-Filho, Antonio
Coelho, Ricardo Limongi França
author_role author
author2 Porto, Rafael Barreiros
Isidro-Filho, Antonio
Coelho, Ricardo Limongi França
author2_role author
author
author
dc.contributor.author.fl_str_mv Almeida, Marcos Inacio Severo de
Porto, Rafael Barreiros
Isidro-Filho, Antonio
Coelho, Ricardo Limongi França
dc.subject.por.fl_str_mv Innovation in Services; Service-Dominant Logic; Services Marketing; Service Extensive Principle.
Inovação nos Serviços; Lógica Dominante do Serviço; Marketing de Serviços; Princípio Extensivo do Serviço
topic Innovation in Services; Service-Dominant Logic; Services Marketing; Service Extensive Principle.
Inovação nos Serviços; Lógica Dominante do Serviço; Marketing de Serviços; Princípio Extensivo do Serviço
description The scope of services marketing has a theoretical and empirical gap that refers to the impact of the provision of services on sales. This research opportunity is routinely highlighted in theoretical proposals such as the Augmented Service Offering (ASO), Innovation in Services (IS) and Service Dominant Logic (SDL), which require alternative measures of combinations of product and service and the possible effects that these arrangements may cause. This article aims to investigate the impact of the extension and the interaction of services on Business to Business (B2B) sales. Three hypotheses were tested with data from the fuel sector. Research was operationalized based on secondary data, ceded by an energy company, which comprise sales of regular and premium gasoline of this company to 19 gas stations along 27 months, totaling 513 observations. The study involved the construction of a generalized linear model with balanced, long and random effects panel structure. The three hypotheses were supported, identifying how the extensive principle of service contributes to the increased performance and conclude the existence of a direct, linear and positive impact of extension and interaction of services on B2B sales.
publishDate 2014
dc.date.none.fl_str_mv 2014-11-06
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12061
10.5585/remark.v13i5.2733
url https://periodicos.uninove.br/remark/article/view/12061
identifier_str_mv 10.5585/remark.v13i5.2733
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12061/5704
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 13, n. 5 (2014): Julho - Setembro; 139-154
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
_version_ 1799138641950277632