Examining the Customer Roles of Buyers and Users for Servitized Offerings: A Large-scale Survey

Mehmet Chakkol, Jawwad Raja, Mark Johnson

Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review


Prior research on servitization generally adopts a provider perspective to examine the selling and provision of servitized offerings. However a lack of understanding, both in academia and practice, is evident about the buying decision from a customer perspective. In particular, it is necessary to identify and examine the emergent customer needs for different servitized offerings. Hence, building on a large-scale survey of 325 respondents, this research examines the needs of different customer centers (i.e. buyers and users) with respect to basic, intermediate and advanced servitized offerings.
Original languageEnglish
Publication date2016
Number of pages3
Publication statusPublished - 2016
Event5th World Conference on Production and Operations Management. P&OM 2016 - Havana International Conference Centre, Havana, Cuba
Duration: 6 Sept 201610 Sept 2016
Conference number: 5


Conference5th World Conference on Production and Operations Management. P&OM 2016
LocationHavana International Conference Centre
Internet address


  • Servitization
  • Customer needs
  • Buying centres

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