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Exploring the interrelationship among patterns of service strategy changes and organizational design elements

Heiko Gebauer (ITEM‐HSG, University of St Gallen, St Gallen, Switzerland)
Thomas Fischer (ITEM‐HSG, University of St Gallen, St Gallen, Switzerland)
Elgar Fleisch (ITEM‐HSG, University of St Gallen, St Gallen, Switzerland)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 16 March 2010

2737

Abstract

Purpose

The purpose of this paper is to explore the patterns of service strategy changes in manufacturing firms and indicates how each pattern is interrelated with modifications in organizational design elements.

Design/methodology/approach

The paper draws on a longitudinal study using a survey of 97 manufacturers of capital goods. In addition, 15 case studies have been conducted. Survey and qualitative data are obtained in 1997, 2001, and 2004.

Findings

The findings highlight four patterns of service strategy changes: from customer service strategy to after‐sales service provider, from after‐sales service provider to customer‐support service provider, from customer‐support service provider to development partner, and from customer‐support service provider to the outsourcing partner. Evidence of specific alignment between service strategy and organizational design elements is provided.

Research limitations/implications

The main limitation of this paper is the purposive sample.

Practical implications

Managers should follow the patterns of service strategy changes by extending the service offerings and modifying the organizational design elements.

Originality/value

Previous studies investigate service strategies and organizational design elements only at a specific time, which leads to a static perspective. This paper offers insights into interrelations among service strategy changes and organizational design elements.

Keywords

Citation

Gebauer, H., Fischer, T. and Fleisch, E. (2010), "Exploring the interrelationship among patterns of service strategy changes and organizational design elements", Journal of Service Management, Vol. 21 No. 1, pp. 103-129. https://doi.org/10.1108/09564231011025137

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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