The Impact Research On Servitization Strategy Of Manufacturing On Customer Relational Embeddednessss

The transformation to service has been an important way to seek survival and development for manufacturing companies around the world,and the era of the service economy has come.Under the new service-oriented manufacturing environment,many changes have been taken place in and outside the the manufacturing companies,some of which is the change of customer relationship.The servitization strategy can help manufacturing companies contact with customers regularly,which leads to the change of customer relationship from transactional to relational and the embeddedness of customer relationship to the servitization network,at last the customer relational embeddedness changes.But the impact and effect mechanism of the implementation of servitization strategy on customer relational embeddedness is still unknown in academia,which leads to the lack of relevant theoretical basis of the transformation practice for China's manufacturing industries and the limits of the development of manufacturing services.This paper focused on the manufacturing companies and discussed and verifies the impact of servitization strategy on customer relational embeddedness in a combining method of theoretical analysis and empirical investigation.Firstly,the paper built a conceptual model of the impact of servitization strategy on customer relational embeddedness and proposed the hypotheses while considering the servitizational network capacity as a mediator based on the theoretical analysis.Secondly,an empirical research method and appropriate measure dimensions for the variable were designed to ensure the smooth conduct of empirical research.Then,the proposed model and assumptions were verified,the results and practical and managerial implications were discussed.Finally,the paper drew the conclusions and identifies the shortcomings and prospect of the research.This study shows that:(1)the servitization strategy of manufacturing company affects its customer relational embeddedness;(2)the servitization strategy of manufacturing company affects its servitizational network capacity;(3)the servitizational network capacity of manufacturing company affects its customer relational embeddedness;(4)the servitization strategy affects the customer relational embeddedness in the mediation of servitizational network capacity,and the servitizational network capacity is partially mediated.The conclusions of this study provide a theoretical reference for the manufacturing companies to improve the servitizational network capacity and the customer relational embeddedness ultimately,as well as a scientific decision support for the customer relationship management...