Title: Goods-services continuum and servitisation in the context of customer service management

Authors: J.M. Kennedy; C. Rabbiraj

Addresses: VIT School of Law, VIT, Chennai, Tamil Nadu, 600127, India ' VIT School of Law, VIT, Chennai, Tamil Nadu, 600127, India

Abstract: The writers of this article examine two well-known marketing concepts, compare and contrast them with servitisation, and then analyse them in light of customer service management. Servitisation, unlike the goods-services continuum, is new marketing. Servitisation, on the other hand, structured products from 'pure goods' to 'pure services, ' questioning the existence of such things. A product that wants to succeed must offer some kind of service, and a service that prioritises customer satisfaction must offer some kind of product. In a world where servitisation is the norm and products are increasingly being created to embed characteristics of service into their essential structure, is it feasible that the notion of 'pure commodities' and 'pure services' no longer bears any significance? After doing research, the authors conclude that pure commodities and services are no longer relevant outside of theoretical study and are obsolete in marketing practise. They conclude this after investigating. Qualitative case studies show the end of continuity, the move from continuum to servitisation, and the effects of different digitalisation methods.

Keywords: customer relations; digital servitisation; e-commerce; goods-services continuum; servitisation; operations management; service administration.

DOI: 10.1504/IJEF.2024.135170

International Journal of Electronic Finance, 2024 Vol.13 No.1, pp.121 - 137

Received: 28 Dec 2022
Accepted: 12 Feb 2023
Published online: 01 Dec 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article