Impact of Service Extension and Services Interaction on B2b Sales: A Temporal Investigation Into Fuels’ Category
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Outros Autores: | , , |
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. |
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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 |