Creating Customer Value in Complex Service Offerings - Empirical Evidence from two Industries

Purpose - The purpose of this study is to examine complex service offerings and the creation of systemic customer value in such settings. We aim to explore whether customers value systemic service offerings or more separated, distinct offerings. Design/methodology/approach - We conducted a survey questionnaire within the customer base of two Finnish B2B service companies. The first firm is a network maintenance service provider and the second one is an office ICT service provider. We utilized T-tests to find out how systemic offerings and separated offerings differ in terms of perceived customer value in different dimensions of applied SERVQUAL measures. Originality/value - The study provides unique empirical evidence on complex service offerings, where customers are heterogeneous in their needs concerning the service. The findings provide support for a claim that systemic offerings are more valuable to customers than offerings that are more separated by their nature. Practical implications - The results of the study provide practical implications for firms offering complex and integrated service solutions. The analysis makes visible the different customer segments with heterogeneous preferences regarding service offering integration. In addition, by analysing service value elements involved in the offering and related customer value, the firms are able to optimize their service provisioning process towards higher customer value and subsequently gain competitive advantages.