Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation

Behl, Abhishek; Kamboj, Shampy; Sarmah, Bijoylaxmi; Pereira, Vijay; Sharma, Kirti; Gulzar Rammal, Hussain; Arrigo, Elisa

Abstract

Purpose
This study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above.

Design/methodology/approach
A research framework was developed through the lens of service-dominant (S-D) logic theory, and the proposed research hypotheses were empirically tested. Primary data were collected via the survey method, and structural equation modeling was used to analyze the data.

Findings
Findings of this study suggest that the S-D logic theory effectively explains CI and servitization in hybrid offerings. Furthermore, digitization is a crucial driver of SIP. Additionally, this paper finds that co-creation moderates between servitization and innovation performance of hybrid offerings.

Practical implications
Besides theoretical contributions, this study presents valuable insights to manage service networks during servitization.

Originality/value
First, this work proposes a comprehensive framework of hybrid offerings' driving factors (i.e. CI, firm internationalization, technology strategy and servitization) and their impact on product and SIP. Second, it tests the moderating effects of digitalization and co-creation in the context of hybrid offerings.

Citation

Behl, A., Kamboj, S., Sarmah, B., Pereira, V., Sharma, K., Gulzar Rammal, H., & Arrigo, E. (2023). Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation. International Marketing Review, 40(4), 739-773. https://doi.org/10.1108/IMR-11-2021-0325

• Journal Article Type: Article
• Acceptance Date: Sep 29, 2022
• Online Publication Date: Jan 17, 2023
• Publication Date: Dec 4, 2023
• Deposit Date: Jul 2, 2024
• Journal: International Marketing Review
• Print ISSN: 0265-1335
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 40
• Issue: 4
• Pages: 739-773
• DOI: https://doi.org/10.1108/IMR-11-2021-0325
• Public URL: https://keele-repository.worktribe.com/output/855874