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Stefanie Paluch Remote Service Technology Perception and Its Impact on Customer-Provider Relationships an Empirical Exploratory Study in a B-To-B-Setting

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Stefanie Paluch Remote Service Technology Perception and Its Impact on Customer-Provider Relationships an Empirical Exploratory Study in a B-To-B-Setting Stefanie Paluch Remote Service Technology Perception and its Impact on Customer-Provider Relationships GABLER RESEARCH Applied Marketing Science / Angewandte Marketingforschung Editorial Board: Prof. Dr. Dieter Ahlert, Universität Münster Jun.-Prof. Dr. Markus Blut, Technische Universität Dortmund Jun.-Prof. Dr. Christian Brock, Zeppelin University Friedrichshafen Prof. Dr. Andreas Eggert, Universität Paderborn Prof. Dr. Heiner Evanschitzky, Aston Business School Birmingham/UK Dr. Josef Hesse, Schäper Sportgerätebau GmbH Prof. Dr. Hartmut H. Holzmüller, Technische Universität Dortmund Prof. Dr. Gopalkrishnan R. Iyer, Florida Atlantic University/USA Prof. Dr. Gustavo Möller-Hergt, Technische Universität Berlin Prof. Dr. Lou Pelton, University of North Texas/USA Prof. Dr. Arun Sharma, University of Miami/USA Prof. Dr. Florian von Wangenheim, Technische Universität München Prof. Dr. David Woisetschläger, Technische Universität Dortmund The book series ”Applied Marketing Science / Angewandte Marketingforschung“ is designated to the transfer of top-end scientifi c knowledge to interested practiti- oners. Books from this series are focused – but not limited – to the fi eld of Marke- ting Channels, Retailing, Network Relationships, Sales Management, Brand Ma- nagement, Consumer Marketing and Relationship Marketing / Management. The industrial focus lies primarily on the service industry, consumer goods industry and the textile / apparel industry. The issues in this series are either edited books or monographs. Books are either in German or English language; other languages are possible upon request. Book volumes published in the series ”Applied Marketing Science / Angewandte Marketingforschung“ will primarily be aimed at interested managers, academics and students of marketing. The works will not be written especially for teaching pur- poses. However, individual volumes may serve as material for marketing courses, upper-level MBA- or Ph.D.-courses in particular. Stefanie Paluch Remote Service Technology Perception and its Impact on Customer-Provider Relationships An Empirical Exploratory Study in a B-to-B-setting With a foreword by Prof. Dr. Hartmut H. Holzmüller RESEARCH Bibliographic information published by the Deutsche Nationalbibliothek The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografi e; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de. Doctoral Thesis, TU Dortmund University, 2011 1st Edition 2011 All rights reserved © Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011 Editorial Offi ce: Marta Grabowski | Sabine Schöller Gabler Verlag is a brand of Springer Fachmedien. Springer Fachmedien is part of Springer Science+Business Media. www.gabler.de No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photo- copying, recording, or otherwise, without the prior written permission of the copyright holder. Registered and/or industrial names, trade names, trade descriptions etc. cited in this publica- tion are part of the law for trade-mark protection and may not be used free in any form or by any means even if this is not specifi cally marked. Cover design: KünkelLopka Medienentwicklung, Heidelberg Printed on acid-free paper Printed in Germany ISBN 978-3-8349-3100-9 Foreward V Foreword Academic research in the field of service and technology marketing has develo­ ped very turbulently over the last 30 years. Discussion of the marketing of tech­ nology-based service offerings is relatively new in the service marketing field. Remote services represent a young, but al ready important and fast growing form of service provision, especially in 11; mechanical engineering and medical technology. Businesses value the cost and flexibility benefits compared to tradi­ tional service provision via field staff. On the downside, the personal contact bet­ ween the customer and the provider is reduced, which leads to a large number of potential problems. With the increasing performance of the internet and other forms of long-dis­ tance data transfer, the significance of technology-mediated services, particu­ larly remote services has increased. The scientific debate on the management and marketing of remote services is just beginning. Initial investigations into mar­ keting aspects in the remote services context have been approached in a joint research project (ExFed - Export of Remote Services, 01 HQ 0553) funded by the German Federal Ministry of Education and Research (BMBF). The dissertation by Stefanie Paluch is a study which has arisen in connection with this research project and offers an important contribution to investigations into this type of service, wh ich is of considerable relevance to the German economy and the inter­ national scientific community. The dissertation deals with the perception of remote services from a customer's perspective and with the influence of remote service technology on the relati­ onship between the customer and the provider. Stefanie Paluch has focused on proactive remote services as a new type of technology-mediated services. She has provided a definition and positioned proactive remote services in existing theoretical frameworks - consequently enriching the understanding of techno­ logy-intensive services. In order to research these new kinds of phenomena, Ms Paluch has worked with different qualitative methods (online focus groups, qualitative in-depth inter­ views, observations and metaphor analyses) to analyze customer and provider perspectives with regard to handling remote services in the field of medical tech­ nology in the USA, Germany and Sweden. In processing the text material, she uses VI Foreword new and promising qualitative analysis methods. Ms Paluch applies the GABEK method and provides an extensive introduction to this innovative method. Ms Paluch achieves interesting results from her empirical field work. With the extensive model of customers' remote service experience, significant factars are iIIustrated which influence the customers' perception of re mate service techno logies. Remote service technology, workflow, economic value, interaction, infor­ mation, individualization, auxiliary services and customer characteristics are identified as main influence factars in the perception of re mate service techno­ logies. With her dissertation Ms Paluch furtherrnare addresses a new topic in the field of technology-mediated services: her work investigates the influence of remote service technologies on the relationship between customer and provider and generates a deep understanding for change processes which result from the marketing of re mate services instead of personally provided services. Stefanie Paluch also impressively succeeds in coupling her empirical results back to existing theoretical knowledge and in deriving research propositions relevant for the understanding of new types of technology-intensive services and their impact on customer-provider relationships. Ms Paluch succeeds in making a sig­ nificant contribution to current service and technology research and provides an excellent basis for continued investigation into this to pie. Besides the scientific relevance of the results, their consequences for the planning and design of mar­ keting activities for remote services in the field of industrial products are also of importance. Ms Paluch compiles numerous practical recommendations and implications for a successful implementation of remote service technologies and customer relationship management in the technological environment. This work is highly up-to-date and significant and provides an important contribu­ tion to research into service technologies. It enhances the understanding of exis­ ting theoretical concepts of re mate services. I wish great market success for this dissertation and highly recommend the work to academics and practitioners who cancern themselves with the management and marketing of innovative, techno­ logy-based services. July2011 Professor Dr. Hortmut H. Holzmüller Acknowledgements VII Acknowledgements First and foremost, I would like to express my gratitude to my dissertation advisor, Professor Dr. Hartrnut H. Holzmüller, who provided me the intriguing and innova­ tive research topic about remote services wh ich opened the door to science and the scientific community. As weil as taking on the academic supervision of my dis­ sertation project and enriching its development through critical and inspiring dis­ cussion, he also promoted me in my academic, professional and personal deve­ lopment. I wish to take this opportunity to mention his generous support which enabled me to participate in international conferences, doctoral colloquiums and seminars at the Harvard Business School. I would also like to give special thanks for the great freedom and trust which he granted to me during my dissertation. Further thanks go to Professor Dr. Florian von Wangenheim from the Technical University Munich for his immediate and straightforward willingness to become my second advisor. My thanks also go out to my third assessor and academic mentor, JProfessor Dr. Markus Blut, who did not only contribute to this work by his openness to dis­ cussion, valuable suggestions and his advice - he also motivated me to work on future interesting projects and publications and build up an international net­ work by way of many joint conference contributions. I will also never forget the two fascinating journeys as guest
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