Effects of customer expertise on spillovers between products and services: An exploratory study on mobile communications

Abstract

Purpose

Based on associative network theory and a service systems perspective, this study aims to investigate the spillover effects of quality and customer satisfaction between products and services and, in particular, the role of customer expertise in this process.

Design/methodology/approach

Overall, 457 valid responses were collected through a questionnaire survey. Structural equation modeling was used to test the hypotheses.

Findings

Empirical support was found for spillover effects. For tech‐savvy users, spillover from network service quality has a positive impact on the formation of satisfaction with handsets; however, for non‐tech‐savvy users, spillovers only occur between satisfaction and loyalty.

Research limitations/implications

The paper has extended understanding of the relationships between quality, satisfaction, and loyalty in a multi‐context setting. Future research could study spillovers longitudinally and examine such effects in other emerging mobile contexts.

Practical implications

Managing quality and satisfaction is increasingly complex given that customers are seeking for a holistic experience. Measurement based on pure‐product or pure‐service should be improved by taking a more systematic approach. Mobile phones render people unprecedented connections with the world, thus transforming every aspect of the society. A reorientation to the user and their use contexts can contribute to better mobile communication experiences.

Originality/value

This study views the product and service as part of a service system that holistically delivers value‐in‐use. Furthermore, the role of customers as resource integrators is recognized by including their knowledge as an input for need fulfilment.

Citation

Ding, Y. and Chai, K. (2012), "Effects of customer expertise on spillovers between products and services: An exploratory study on mobile communications", Managing Service Quality: An International Journal, Vol. 22 No. 1, pp. 75-97. https://doi.org/10.1108/09604521211198128