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首页> 外文期刊>Journal of Business Research >Renew or cancel? Drivers of customer renewal decisions for IT-based service contracts
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Renew or cancel? Drivers of customer renewal decisions for IT-based service contracts

机译：续订或取消？基于IT的服务合同的客户续订决定的驱动力

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Manufacturers increasingly integrate information and communication technologies into their products so that they can provide IT-based services. Organizations that formerly concentrated on transactional sales thus confront a new challenge associated with managing service usage retention and extracting value from investments in smart technology. This study combines a marketing and an information systems perspective in a field study conducted jointly with a large European car manufacturer. Understanding the renewal decision for IT-based service contracts requires knowledge from both disciplines. The paper shows that combining behavioral predictor variables stemming from marketing research and technology-related perceptual variables stemming from technology acceptance research increases the explanatory power and prediction accuracy of forecasting models for customer renewal decisions. Specifically, the authors show that perceptions of usefulness become more important the longer customers use IT-based services and the more services they use within the service contract.
机译：制造商越来越多地将信息和通信技术集成到他们的产品中，以便他们可以提供基于IT的服务。以前专注于交易销售的组织因此面临着与管理服务使用保留和从对智能技术的投资中获取价值相关的新挑战。这项研究在与一家大型欧洲汽车制造商联合进行的现场研究中结合了市场营销和信息系统的观点。了解基于IT的服务合同的续签决定需要这两个领域的知识。本文表明，将营销研究产生的行为预测变量与技术接受研究产生的与技术相关的感知变量相结合，可以提高预测模型对客户更新决策的解释力和预测准确性。具体地说，作者表明，有用的观念变得越来越重要，因为客户使用基于IT的服务的时间越长，并且他们在服务合同中使用的服务越多。

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