The role of proactive postsales services in supplier innovativeness and customer satisfaction

Drawing upon the service-dominant logic, this study investigates the effect of proactive postsales services (PPS) on supplier innovativeness and customer satisfaction. The study also explores the moderating roles of market mavenism and product category in these relationships. Results from structural equation modeling indicate that PPS has positive effects on both supplier innovativeness and customer satisfaction and that supplier innovativeness influences customer satisfaction. Further, product category moderates the effect of PPS on both supplier innovativeness and customer satisfaction. Results from fuzzy-set qualitative comparative analysis reveal several combinations of PPS components, supplier innovativeness, and market mavenism that form sufficient conditions for customer satisfaction.