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Integrating service and design: the influences of organizational and communication factors on relative product and service characteristics

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Abstract

The aim of this study is to identify the organizational and communication antecedents, and evaluate the consequences on relative product and service characteristics, of the use of service-sourced information by product designers during new product development. An empirical study of 121 product design managers demonstrates that a firm’s market orientation is improved by a healthy working relationship between product designers and service employees. Such a relationship motivates designers to use service-sourced information disseminated to them, enhancing both product and service characteristics of the new offering. The authors discuss how communication channels and information content affect the information use of product designers. Product designers value written information most. Information use does not relate to the frequency of receiving verbal or electronic information. Information about product ergonomics positively influences product designers’ perceptions of the information, whereas information on product aesthetics negatively influences their perceptions.

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Notes

  1. We will empirically confirm that the frequency of receiving electronic information is significantly higher than that of receiving written and verbal information.

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Acknowledgement

The authors thank Ad de Jong, Jeroen Schepers, Monali Hota, and Wolfram Berger for their comments during previous stages of this research. Also, special thanks to Joëlle Vanhamme and Adam Lindgreen for their comments and advice. The authors are thankful to the Eindhoven Center for Innovation Studies, the Nederlands Organisation for Scientific Research (NWO), and the Center for Customer Driven Quality at Purdue University for their financial support of this research. Finally, thank you to our four anonymous JAMS reviewers for their very constructive comments on earlier versions of this manuscript. Also, special thanks to the JAMS editor for his insightful suggestions and responsiveness.

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Authors and Affiliations

  1. Department of Marketing, IESEG School of Management (LEM, UMR CNRS 8179), 3 Rue de la Digue, 59000, Lille, France

    Michael Antioco

  2. TiasNimbas Business School, Tilburg, The Netherlands

    Rudy K. Moenaert

  3. Purdue University, West Lafayette, USA

    Richard A. Feinberg

  4. Maastricht University, Maastricht, The Netherlands

    Martin G. M. Wetzels

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Appendix

Appendix

Table 1 Literature synthesis of the organizational variables
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Table 2 Constructs, items, scale types, standardized loadings, composite reliability, and average variance extracted
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Antioco, M., Moenaert, R.K., Feinberg, R.A. et al. Integrating service and design: the influences of organizational and communication factors on relative product and service characteristics. J. of the Acad. Mark. Sci. 36, 501–521 (2008). https://doi.org/10.1007/s11747-008-0097-x

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