文章基本信息

标题：Servitization as a strategy for remanufacturing: An experimental study
本地全文：下载
作者：Vilmar Antonio Gonçalves Tondolo ; Ely Laureano Paiva ; Rosana da Rosa Portella Tondolo 等
期刊名称：BAR - Brazilian Administration Review
印刷版ISSN：1807-7692
电子版ISSN：1807-7692
出版年度：2021
卷号：18
期号：3
页码：e210004-e210004
DOI：10.1590/1807-7692bar2021210004
语种：English
出版社：Associação Nacional de Pós-Graduação e Pesquisa em Administração
摘要：Although remanufacturing has attracted the attention of academia and practitioners, there is a lack of empirical studies regarding servitization strategy in a remanufacturing context. We aim to address this gap by examining how servitization may influence the likelihood of purchasing a remanufactured battery for an electric vehicle. We also test if price increases the purchase likelihood, even when additional services are provided as part of the service package. We conducted a 2 x 2, full factorial, between-subjects experiment. The results reveal that the offer of additional service influences the effect that price has on the purchase likelihood. Our study contributes to fill the gap in the literature by identifying under which conditions low price is not a significant predictor of the likelihood of purchasing a remanufactured EV battery. Our findings may help managers develop strategies to improve the sales of remanufactured products, especially considering the use of additional services. New studies can benefit from our findings by focusing on how additional services can improve perceived value and reduce the perceived risk of remanufacturing. Finally, we conclude that servitization is a promising strategy for increasing the perceived value and the purchasing intentions of remanufactured products.