Service Provisions and Business Relationships in the Digital Era – Four Essays in the B2B Context
Digitalization has fundamentally changed how services are provided and how service providers and their customers interact with each other in the business-to-business (B2B) context. Against the backdrop of these developments, this thesis considers – in four essays – the changes brought about by both service and sales digitalization. Each essay investigates for one research topic the aspects of existing knowledge regarding non-digital services and/or sales which can be transferred to digital services and sales and which aspects must be adjusted. The aim is to support B2B firms that offer or receive services or plan to do so in the future which cope with the challenges of service and sales digitalization. In doing so, the first and second essay investigate the contingency effect of service digitalization on service characteristics from the provider and customer views, respectively. Both essays aim at explaining service value as an endogenous variable. In the first essay, service modularity and service flexibility are considered as predecessors that help explain service value. The second essay investigates the effect of customer cocreation on service value. Whereas the first and second essay focus on service characteristics, the third and fourth essay focus on business relationships. Both essays explain relational conflict, one important facet of business relationships, as the endogenous variable and consider the perspectives of both providers and customers. The third essay elaborates on the diverging effect of service digitalization on relational conflict from these two perspectives. The fourth essay incorporates both service and sales digitalization and investigates the contingency effects of the two forms of digitalization on the relationship between coercive power use and relational conflict. In conclusion, this thesis provides a more fine-grained view on the construct digitalization by differentiating explicitly between service digitalization and sales digitalization and introduces a new conceptualization of service (see all four essays) and sales digitalization (see the fourth essay) by treating digitalization as a continuum. Furthermore, this thesis investigates the opportunities and challenges brought about by digitalization. In particular, the first and second essays show the opportunities service digitalization creates for providers, who could benefit from service modularity, and customers, who could benefit from the integration of their own resources into service provisions. In addition, the third essay shows that for providers service digitalization has a positive and for customers contrarily a negative effect on relation conflict. The fourth essay shows that sales and service digitalization positively moderate the effect of coercive power use on relational conflict for weaker parties in business relationships (except for weaker providers) but not for stronger parties. In sum, this thesis contributes to a better understanding of the consequences of service and sales digitalization and provides recommendations for companies facing challenges and decisions related to this development.
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