Analyzing Industrial Services from a Customer Perspective

Service-led growth is a popular but rarely reached objective among industrial companies. However, current research analyses this important strategy mainly from a supplier perspective. Instead, we define a framework of industrial service buying behavior and therefore shed light on the customer perspective. our findings show that buying behavior of product-related services is not affected by customer treatment but mainly influenced by price perception. Thus, it can hardly be influenced by the manufacturer while the opposite is true for customer-related services. However, relationship investments are shown to help customers to turn from make to buy decisions as regards industrial services.