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Service inside: The impact of ingredient service branding on quality perceptions and behavioral intentions

机译：内部服务：成分服务品牌对质量观念和行为意图的影响

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Extant literature on ingredient branding is directed at tangible products but does not account for the role of services as ingredients. For B2B suppliers, however, service is emerging as the dominant route to achieving competitive advantage. The purpose of this research is to investigate how ingredient service brands impact customer preferences on B2B markets. We specifically assess how ingredients might impact industrial buyers' quality perceptions of the end product. By conducting a within-subjects scenario-based experiment among industrial buyers, we find a positive effect of the presence of an ingredient service brand on buyers' perception of the end product's service quality, whether the host brand is of higher or lower quality. The effect is stronger when the quality of the host brand is lower. Furthermore, results indicate that the host brand generally has a stronger impact on the quality evaluation of the end product meaning that an ingredient service brand cannot fully compensate for a lower-quality host brand. For managers, our findings indicate that ingredient service brands provide a cue to product quality of the end product, indirectly improving purchase intentions. As a result, branded service ingredients offer host service brands as well as ingredient service brands a potentially powerful strategy for improving competitive position in B2B markets. (C) 2015 Elsevier Inc. All rights reserved.
机译：现有的关于成分品牌的文献是针对有形产品的，但没有考虑服务作为成分的作用。但是，对于B2B供应商而言，服务正在成为获取竞争优势的主要途径。这项研究的目的是调查配料服务品牌如何影响B2B市场上的客户偏好。我们专门评估成分可能如何影响工业购买者对最终产品的质量认知。通过在行业购买者中进行的基于主题内场景的实验，我们发现配料服务品牌的存在对购买者对最终产品的服务质量的看法产生积极影响，而无论宿主品牌的质量是较高还是较低。当主机品牌的质量较低时，效果会更强。此外，结果表明，主机品牌通常会对最终产品的质量评估产生更大的影响，这意味着配料服务品牌无法完全弥补劣质主机品牌的不足。对于管理人员而言，我们的发现表明，配料服务品牌可以为最终产品的产品质量提供线索，从而间接改善购买意愿。结果，品牌服务成分为主机服务品牌以及成分服务品牌提供了一种潜在的强大策略，以提高B2B市场的竞争地位。 （C）2015 Elsevier Inc.保留所有权利。

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