Functional,emotional, and social benefits of new B2B services |
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| Institution: | 1. Reykjavik University Center for Research on Innovation and Entrepreneurship, Reykjavik University, School of Business, Menntavegur 1, 101 Reykjavik, Iceland;2. VCU da Vinci Center, Virginia Commonwealth University, 807 S. Cathedral Place, Richmond, VA 23284-4000, USA;1. EM Normandie, 30 rue de Richelieu, 76600 Le Havre, France;2. Budapest University of Technology and Economics, Faculty of Economic and Social Sciences, Institute of Business Sciences, Department of Management and Corporate Economics, Magyar tudósok körútja 2. Building Q B 304, H-1117 Budapest, Hungary;3. Corvinus University of Budapest, F?vám tér 8, 1093 Budapest, Hungary;4. Budapest University of Technology and Economics, Department of Management and Corporate Economics, Magyar tudósok körútja 2. Bldg. Q. Wing B, Floor 3. Room 307, H-117 Budapest, Hungary;1. Department of Marketing, Deakin Business School, Deakin University, 1 Gheringhap St, Geelong, VIC 3220, Australia;2. Marketing, University of Wollongong in Dubai, PO Box 20183, Dubai, United Arab Emirates;3. Marketing, Virginia Commonwealth University, Richmond, USA;1. University of Southern Denmark, Department of Marketing & Management, Campusvej 55, DK-5230 Odense, Denmark;2. University of Vaasa, Faculty of Business Studies, Management, P.O. Box 700, FIN-65101 Vaasa, Finland;3. Uppsala University, Department of Business Studies, P.O. Box 513, SE-751 20 Uppsala, Sweden;1. East Carolina University, College of Business, 3102 Harold H. Bate Building, Greenville, NC 27858-4353, USA;2. University of Kentucky, 425N Gatton College of Business and Economics, Lexington, KY 40506-0034, USA |
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| Abstract: | While marketing literature has defined the benefits concept broadly, there is limited empirical research clarifying what benefits constitute and how they contribute to customer satisfaction in the B2B service context. Benefits have typically been characterized as falling under a single, all-encompassing concept, but emerging thinking views them as multi-dimensional, including functional, emotional and social benefits. This research examines whether this demarcation applies in the B2B services context, and if so, how these three types of benefits are related with customer satisfaction. Based on a survey of 335 customers of recently launched B2B services, the demarcation of these three types of benefits appears warranted and each type of benefit exhibits a different pattern of relationship with customer satisfaction. Functional benefits are found to be positively related with customer satisfaction, while emotional benefits and social benefits exhibit non-linear relationships. Emotional benefits have a diminishing effect on customer satisfaction as they increase and social benefits reach a plateau after a threshold point. These results suggest that recognizing the three types of benefits and the different shapes of their relationships with customer satisfaction can result in effective strategies for driving customer satisfaction when innovating new B2B services. Managerial and research implications are discussed. |
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