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Advisor(s)
Abstract(s)
As empresas produtoras têm vindo a adicionar combinações integradas de produtos e serviços à sua oferta tradicional de produtos, em resposta à exigência das contingências dos mercados em que operam, à procura dos clientes e à publicação de requisitos legais. Este movimento estratégico, designado por servitização, identifica-se em praticamente todas as indústrias e permite a obtenção de vantagens de competitividade e aumento da resiliência das organizações face à concorrência de países com economias baseadas no custo. No entanto, para o sucesso desta estratégia é necessário que o desenho da oferta considere os desejos e necessidades da procura, pelo que é requerido um claro conhecimento de quais os fatores que concorrem para a maior contratação pelos clientes de pacotes de produtos e serviços. No presente estudo, e com base na literatura académica sobre a servitização, foram desenvolvidos e testados dois modelos teóricos para identificar quais os antecedentes da contratação de serviços avançados pelos clientes de determinada indústria. Os modelos foram aplicados na indústria dos elevadores portuguesa. As hipóteses foram testadas por via de análise estatística dos resultados de um inquérito que capturou a opinião dos clientes responsáveis pela gestão de 5,10% dos equipamentos de elevação instalados no mercado português. Foram identificados como antecedentes da contratação futura de serviços avançados os fatores segmento, dimensão e intensidade atual de serviços básicos e avançados. O estudo revela a tendência dos clientes desta indústria para a contratação futura de serviços avançados e providencia conclusões úteis para a redefinição da oferta das empresas do setor.
Capital goods industries have been adding integrated combinations of products and services to their traditional product offering in response to the contingencies of the markets in which they operate, to customer demand and to the publication of legal requirements. This strategic movement, known as servitization, occurs in almost all industries and gives competitive advantage and increased resilience to competition from cost-based economies countries. However, for the success of this strategy, the design of the offer must consider the desires and needs of the demand. The company must know the triggers that motivate customers to purchase bundles of products and services. In this study, two theoretical models are developed and tested, in order to identify the advanced services purchase antecedents. The models were applied in the Portuguese elevator industry. The hypotheses are tested based on statistical analyses of a survey that captured the opinion of the customers responsible for the management of 5.10% of lifting equipments installed in the Portuguese market. The study identifies the segment, dimension and current intensity of basic and advanced services purchase as antecedents of advanced services future purchase. The study reveals the trend of the customers of this industry for the future contracting of advanced services and provides useful insights for the redefinition of the offer of the companies within this sector.
Capital goods industries have been adding integrated combinations of products and services to their traditional product offering in response to the contingencies of the markets in which they operate, to customer demand and to the publication of legal requirements. This strategic movement, known as servitization, occurs in almost all industries and gives competitive advantage and increased resilience to competition from cost-based economies countries. However, for the success of this strategy, the design of the offer must consider the desires and needs of the demand. The company must know the triggers that motivate customers to purchase bundles of products and services. In this study, two theoretical models are developed and tested, in order to identify the advanced services purchase antecedents. The models were applied in the Portuguese elevator industry. The hypotheses are tested based on statistical analyses of a survey that captured the opinion of the customers responsible for the management of 5.10% of lifting equipments installed in the Portuguese market. The study identifies the segment, dimension and current intensity of basic and advanced services purchase as antecedents of advanced services future purchase. The study reveals the trend of the customers of this industry for the future contracting of advanced services and provides useful insights for the redefinition of the offer of the companies within this sector.
Description
Keywords
Servitização Serviços avançados Perspetiva dos clientes Servitization Advanced services Customer perspective