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To build long-term relationships and gain a competitive edge, marketers need to provide customers with unique and distinct experiences that they cannot find in other companies. According to the literature, after-sales service helps to achieve these goals. By modeling the linkages between after-sales service, service quality, customer attitude and purchase intention, this study aims to understand how customers perceive after-sales service in decision-making in kitchen appliance industry.

Through purposive sampling, 324 respondents, primarily female, answered a structured questionnaire about their perception of after-sales service for kitchen appliance products. Previously well-established, validated scale measures from the extant literature were used. The responses were gathered using a seven-point Likert scale.

According to the findings, after-sales service quality is vital in kitchen appliance buying decisions. Accordingly, the higher the quality of service perceived by the customer, the more favorable the brand's attitude and purchase intention will be. Additionally, brand reputation was found to be an essential moderator between customer attitude and purchase intention, suggesting that the reputation of the kitchen appliance brand plays a positive and significant role in consumers’ purchase intentions.

It is well known that after-sales service plays a crucial role in current business scenarios, but empirical research on kitchen appliances has been scarce. This study aims to fill a void in the existing literature by investigating the relationships between after-sales service, after-sales service quality, customer attitude and purchase intention in the domain of kitchen appliances.

Technological advancements have benefited businesses all over the world in how they set up production lines, create new products/services and trade goods. Multinational corporations can communicate instantly with their distant operations by utilizing information technology tools and communication networks. Businesses have taken a significant shift and new factors have emerged which affect company's competitiveness. In case of resorting to an outsourcing option, a comprehensive approach for valuing the essential criteria is often missing. While specifically focusing on the decisions that have a huge impact on company's performance, it is crucial to pay close attention to the ways of selecting suppliers. The purpose of research is to choose the optimal manufacturing alternative from a set of possibilities.

The current research utilizes the Delphi technique for collection of vital criteria such as “quality”, “cost”, “delivery”, “warranties and claims”, “supplier profile”, “relationship and communication” and their respective sub-criteria. The purpose of research is to choose the optimal manufacturing alternative from a set of possibilities. In this regard, Analytical Hierarchy Process (AHP) technique is employed.

The current research enlightens that outsourcing can yield promising beneficial results. The results highlighted that in Hi-tech public sector organizations, international alternative is found best in almost all criteria especially in vital criteria such as “Quality”, “Cost”, “Delivery”, “Supplier Profile,” etc. Similarly, in case the outsourcing is done to a Domestic alternative, still the Domestic alternative is found effective in comparison to in-house manufacturing setups. The research showed unexpected results. Because previously it was assumed that in-house manufacturing would be more beneficial. However, the current findings support the “NASA” strategy which moved toward outsourcing to private sector.

Limitations of the proposed methodology also produce opportunities for further exploration of the topic. One key limitation of the research described in this study is that the parameters and their sub-parameters interdependency were not taken under consideration. This means that quality and cost are not dependent upon each other. However, in reality quality and cost are interlinked. This means if quality is increased, cost is also increased. Similarly, for products having zero percent of re-claim, the product would have to be manufactured with high quality.

The study is advantageous for both suppliers and purchasers, in any type of businesses where decision-making problem are under consideration. This model aids suppliers in revealing, how they can expand their profile, by focusing on the current research's selection criteria. In this way alternatives profile can now be perfected. Moreover, buyers can now rank suppliers on their quality management, financial status and other essential factors in order to conduct purchasing decisions. For the decision maker, the results illustrate which critical factors to evaluate when screening suppliers by applying current model techniques.

It is obvious that nearly almost every industry is forced to look for alternatives for all of its operations if outsourcing is an option. The study's findings have major benefits for all industries with an important role in manufacturing and supply chain operations. These objectives will serve the industries well and they will be able to prioritize their alternative selection criteria based on their operations. The findings of this study can assist any organization in their selection of vendors by providing a more detailed explanation of the impact that various criteria have on the decision-making process.

To the best of authors' knowledge, no previous study has used two approaches (AHP and Delphi study) to propose a model for making manufacturing decisions with domestic, in house and international alternatives in Hi-tech public sector organizations. The model not only benefits the manufacturers for choosing suitable suppliers but also aids suppliers to build their profile in an improved fashion by focusing on the vital attributes. This research benefits managers to improve their ability to make effective purchasing decisions, and also opens new avenues for researchers to further explore such findings in other areas as well.

Blockchain is the fastest-growing technology currently being used in the aviation industry, especially in aviation maintenance, repair and overhaul (MRO) services. This study aims to create an analytic framework to assess the main factors and subfactors that have significantly influence the blockchain used in aviation MRO services. A mixed-methods approach is used to gain a comprehensive understanding of how blockchain is being adopted in aircraft maintenance facilities, Semi-structured interviews and questionnaires are used to gather data. The questionnaire is focused on the present state of the MRO industry.

Based on the literature review, a framework including four factors and 12 subfactors is developed, and the analytic hierarchy process (AHP) is then established. This study explores how these factors influence the implementation of blockchain in aviation MRO services. The five aviation MRO services providers in Taiwan, namely, “Evergreen Aviation Technologies Corporation,” “Taiwan Aircraft Maintenance and Engineering Co., Ltd.,” “Air Asia Company Ltd.,” “Aerospace Industrial Development Corp.” and “GE Evergreen Engine Services Corporation” are considered; furthermore, 55 experts working in these organizations were invited to evaluate the relative importance criteria in the AHP framework.

The results indicate that “inventory management” is the most important criterion, followed by “provisioning, procurement and sales” and “maintenance planning.” In addition, the three most important subfactors are “parts interchangeability,” “customer stock” and “SPEC2K interface for ATA SPEC 2000.”

Asia is ranked as the second most important aviation MRO service market in the world. Taiwan has the shortest flight hours in the western Pacific region, the seven major foreign cities in this area. Aviation MRO service providers located in Taiwan are the best choices for aircraft MRO in the Asia-Pacific region, indicating that Taiwan serves as a promising market development evaluation model for blockchain aviation MRO services. The results offer a comprehensive overview of the relative importance of different criteria for MRO services that use blockchains. In addition, the findings present the market potential for key players in the aviation industry, including aircraft engineers, airline companies, aircraft component manufacturers and aviation MRO service providers.

Responding to calls for deeper analysis of the conceptual foundations of service infusion in manufacturing, this paper examines the underlying assumptions that: (i) manufacturing firms incorporating services follow a pathway, moving from pure-product to pure-service offerings, and (ii) profits increase linearly with this process. We propose that these assumptions are inconsistent with the premises of behavioural and learning theories.

Machine learning algorithms are applied to test whether a successive process, from a basic to a more advanced offering, creates optimal performance. The data were gathered through two surveys administered to USA manufacturing firms in 2021 and 2023. The first included a training sample comprising 225 firms, whilst the second encompassed a testing sample of 105 firms.

Analysis shows that following the base-intermediate-advanced services pathway is not the best predictor of optimal performance. Developing advanced services and then later adding less complex offerings supports better performance.

Manufacturing firms follow heterogeneous pathways in their service development journey. Non-servitised firms need to carefully consider their contextual conditions when selecting their initial service offering. Starting with a single service offering appears to be a superior strategy over providing multiple services.

The machine learning approach is novel to the field and captures the key conditions for manufacturers to successfully servitise. Insight is derived from the adoption and implementation year datasets for 17 types of services described in previous qualitative studies. The methods proposed can be extended to assess other process-based models in related management fields (e.g., sand cone).

The purpose of this study is to contribute to previous research on customer relationships by quantitatively examining differences in the monetary benefits obtained by consumers using social and commercial relationships to make purchases from small and medium-sized enterprises (SMEs).

Customer transaction and relationship data from an SME in the USA is used to quantitatively assess the value of different marketplace relationships in an entrepreneurial context. Tobit regression is used to empirically model and test the impact of specific relationship characteristics on customer discounts.

Customers using social connections to make purchases obtain significantly larger discounts than customers using commercial connections; customers using direct connections attain significantly larger discounts than consumers using indirect connections (referrals). Interestingly, when examined by connection type, direct and indirect connections do not produce significant differences for social connections, yet they yield notable differences for commercial connections. The findings provide valuable insights to entrepreneurs for understanding and managing customer relationships.

This study empirically demonstrates that social relationships can be both prevalent and influential in the marketplace. The methodology used to quantitatively assess the monetary value associated with different methods of engaging with SMEs allows objective comparisons among different types of customer relationships. Quantification also allows important relationship characteristics to be empirically examined, including how the relationships compare to one another and to nonpersonal marketing activities. Ultimately, these novel contributions generate important insights to help marketers and entrepreneurs better understand customer relationships.

This study addresses the gap in understanding text analytics within the service domain, focusing on new service development to provide insights into key research themes and trends in text analytics approaches to service development. It explores the benefits and challenges of implementing these approaches and identifies potential research opportunities for future service development. Importantly, this study offers insights to assist service providers to make data-driven decisions for developing new services and optimising existing ones.

This research introduces the hybrid thematic analysis with a systematic literature review (SLR-TA). It delves into the various aspects of text analytics in service development by analysing 124 research papers published from 2012 to 2023. This approach not only identifies key practical applications but also evaluates the benefits and difficulties of applying text analytics in this domain, thereby ensuring the reliability and validity of the findings.

The study highlights an increasing focus on text analytics within the service industry over the examined period. Using the SLR-TA approach, it identifies eight themes in previous studies and finds that “Service Quality” had the most research interest, comprising 42% of studies, while there was less emphasis on designing new services. The study categorises research into four types: Case, Concept, Tools and Implementation, with case studies comprising 68% of the total.

This study is groundbreaking in conducting a thorough and systematic analysis of a broad collection of articles. It provides a comprehensive view of text analytics approaches in the service sector, particularly in developing new services and service innovation. This study lays out distinct guidelines for future research and offers valuable insights to foster research recommendations.

Subscription offerings are being hailed as the next service growth engine for companies in both business-to-consumer (B2C) and business-to-business (B2B) markets. The study analyzes how a manufacturing firm can develop and implement a scalable service-based subscription business model for B2C and B2B customers alongside its existing product-centric model.

A longitudinal case study is conducted, drawing on 25 in-depth interviews with company executives and dealers in key European markets.

The study outlines an iterative process model for subscription business model innovation. It reveals key events and decisions taken in developing, implementing, and scaling the new business model and how internal and external tensions involving intermediaries arose and were mitigated during the four stages of the process.

The findings highlight the dynamics of business model innovation processes and underscore the importance of organizational learning, collaborative relationships with channel partners, and strategic talent acquisition during business model innovation.

The findings suggest how product-centric firms can implement new service business models alongside existing product models and what this means for partner and customer journey management.

While servitization research predominantly concerns B2B manufacturers, B2C research focuses on digital subscription contexts. The study bridges this divide by investigating the move to subscriptions in both markets.

Trade-offs that involve secular values of money and sacred human values are often seen as taboo. This paper aims to examine how consumers avoid making taboo trade-offs with anthropomorphized products, by choosing options that ensure the well-being of the humanized products, even at a financial cost to themselves.

The authors conducted five experiments, across different marketplace contexts (i.e. repairing, buying and selling), to test the broad generalizability of the extent to which consumers are willing to incur a financial cost due to concern for the well-being of anthropomorphized products.

The results reveal that consumers are willing to accept financially inferior options to protect the humanness endowed upon anthropomorphized products. The effect is mediated by consumers’ concern for the treatment of the anthropomorphized product. The effect is moderated by consumers’ trait empathy level, such that those low in empathy are willing to sacrifice human value for the sake of greater financial gain.

Future research could examine, in the context of anthropomorphized products, if there are types of human values that are less inviolable, leading consumers to be more willing to trade them off for monetary gains.

The findings have direct implications for second-hand markets. For potential buyers of anthropomorphized products, they should signal concern for the product; for sellers, anthropomorphizing their products can reduce haggling behavior. From a sustainability perspective, consumers may be more motivated to repair or recycle their products if it is framed as “infusing new life” into their products.

This work highlights a novel effect of anthropomorphism: when marketplace decisions are involved, anthropomorphizing a product can introduce a tension between secular monetary values and sacred human values. To the best of the authors’ knowledge, this work is the first to show that consumers are willing to incur a monetary loss to protect the humanness of anthropomorphized product, driven by their concern for the proper treatment of such humanized products.

From a firm-centric perspective, this study aims to elaborate on the types of servitisation strategies that can support a firm’s circular ambitions by asking: What is the role of servitisation in narrowing, slowing and/or closing resource loops? And, how are resources and capabilities arranged to provide such strategic circular service offerings?

Drawing on the experiences of an international manufacturing company from a dynamic capabilities perspective, the study offers an analytical framework that goes inside the firm’s operationalisation of its service offerings to support circularity in terms of the strategic decisions made. This framework is later used to frame the findings.

The study highlights the case-specific feedback loops and capabilities needed to support circular transitions. Various resource and innovation strategies for circularity are combined along customer interfaces and in partnership with upstream actors. Yet, open innovation strategies are conditioned by physical distance to provide circular services in remote areas.

The main contributions are empirical, analytical, conceptual and practical. The servitisation framework for circularity connects prior servitisation-circularity research and provides an analytical tool for framing future studies. The study also expands the definition of open innovation in that closed innovations for circularity can be achieved through “open” information exchange in knowledge networks, as well as provides advice for similar large manufacturing companies.

This study focuses on the strategic choices made by industrial firms for circular service provision and emphasises the environmental benefits from such choices, in addition to the economic and customer benefits covered in extant servitisation research.

After reading and analyzing this case study, students will be able to describe the challenges of creating an electric vehicle (EV) start-up with the objective of zero-carbon emissions, identify opportunities and challenges for Satyadarshan Technologies & Services (STS) in enhancing the B2B customer base and sales volumes in the EV market, identify and assess government incentives to reinforce STS’s existing EV business and compose an understanding of and determine an ability to use various industrial marketing and promotion strategies for STS in the present environment.

STS was launched in 2020 to provide environmentally conscious urban commuting. Himanshu Purohit, the founder of STS, commenced an e-bicycle assembly unit and produced the first advanced electric drivetrain technology. The vision was to transform how people viewed mobility and make EVs the standard for a healthier globe. Nurturing a start-up with zero-carbon emissions was tedious due to limited infrastructure, high costs, low market acceptance and supply chain constraints. With the relentless pursuit of excellence, STS constantly pushed the boundaries and crossed the break-even ceiling in the year 2022. As a budding player in the souk, the company expected to gain a strong presence in the EV market with particular attention to the B2B customer segment. At the same time, the company aimed to ensure business sustainability by leveraging government incentives. The company needed to expand its corporate sales volume and craft a sustainable competitive advantage. Purohit recognized various challenges to the sustainability of STS that stood between the company's goals and their realization, particularly in achieving a sustainable move in the EV segment. Consequently, Purohit found himself at a critical juncture to pave the path toward the growth of the start-up. Eventually, analysis of the company's business challenges, industrial marketing and promotional strategies required strategic planning to appraise and evaluate the business model.

This case study is designed for new-age Master of Business Administration and executive management programs. It should be used in entrepreneurship and strategic management courses to discuss small innovative e-bike start-ups. This includes conducting a competitive analysis and self-assessing a firm's market-oriented strategies. Prima facie, undergraduate and postgraduate students are beneficiaries of this case. This case study may also be conducive to teaching how to initiate a sustainable and green vehicle business. This case study guides students entering the EV business, addressing industry-specific challenges and conducting market analysis.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.