Many goods manufacturers and service providers jointly deliver partnered hybrid offerings
to achieve competitive advantage and superior performance. In such cases, service
providers may emphasize different aspects of service in their offerings. Do service
providers and goods manufacturers benefit equally from emphasizing service satisfaction?
Do the performance effects of emphases on different aspects of service satisfaction vary
across different goods? The authors examine the effects of emphases on two aspects of
service satisfaction, relational service (interactions with the service provider's staff)
and service environment (service provider's facilities), on the market shares of service
and goods components of partnered hybrid offerings. Using multiple secondary data sources
from the U.S. automobile industry between 2009 and 2015, the authors find that emphasizing
relational service satisfaction increases service market share but decreases goods market
share. Counterintuitively, emphasizing service environment satisfaction decreases service
market share. Furthermore, the vertical quality of the good moderates these relationships.
The findings generate actionable guidelines to improve market shares by adjusting
relational service satisfaction and service environment satisfaction in the partnered
hybrid offerings context.
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