Service product configurations in electronic business-to-consumer operations a taxonomic analysis of electronic food retailers

Gregory R. Heim, Kingshuk K. Sinha

Research output: Contribution to journalArticlepeer-review

17 Scopus citations

Abstract

The authors develop a taxonomy of electronic service products, defined as bundles of physical goods, offline services, and digital content. The taxonomy is founded on a conceptual classification scheme in the form of a 2 × 2 matrix - namely, the electronic service product structure - that differentiates electronic service products according to their digital content (either static or dynamic) and target market segment (either unique or broad). The cells of the matrix correspond to four categories of service products: niche market (static content-unique market), market extender (dynamic content-broad market), dynamic mass market (dynamic content-broad market), and customized megamarket (dynamic content-unique market). Two hypotheses are proposed that posit that the ordering of the service product categories in the sequence that was just stated will be positively associated with customer satisfaction and loyalty. The results of the empirical analysis of data from 255 electronic food retailers, the study sample, support the two hypotheses.

Original languageEnglish (US)
Pages (from-to)360-376
Number of pages17
JournalJournal of Service Research
Volume7
Issue number4
DOIs
StatePublished - May 2005

Bibliographical note

Copyright:
Copyright 2011 Elsevier B.V., All rights reserved.

Keywords

  • Customer loyalty
  • Customer satisfaction
  • Electronic retailing
  • Online grocers
  • Service product

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