題目：Service Satisfaction-Market Share Relationships in Partnered Hybrid Offerings
主講人：周晨 助理教授 （南卡羅來納大學）
時間：2017年5月19日下午14：00-16:00
地點：主樓216
主講人介紹：
Chen Zhou is an Assistant Professor of Marketing at the Darla Moore School of Business, University of South Carolina. She received her Ph.D. degree in marketing from Pennsylvania State University. She uses empirical industrial organization, panel data analysis, econometrics methods to study managerial research problems. Her research interests are in the areas of service quality competition, service marketing, marketing-operations interface, salesforce compensation, firm alliance, branding. She is currently teaching marketing research at the undergraduate level at the University of South Carolina. She has experience teaching marketing research, global marketing, marketing strategy, marketing analytics, marketing research, data management, sales management at the undergraduate and master levels in University of South Carolina.
內容介紹：
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 effects of emphasis on different aspects of service satisfaction on performance 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. Counter-intuitively, emphasizing service environment satisfaction decreases service market share. Further, the vertical quality of the good moderates these relationships. The findings generate actionable guidelines to improve market shares by emphasizing relational service satisfaction and service environment satisfaction in the partnered hybrid offerings context.
（承辦：市場營銷系，科研與學術交流中心）
