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Modeling service alliances: an exploratory investigation of spillover effects in service partnerships
Author(s) -
Bourdeau Brian L.,
Cronin Jr J. Joseph,
Voorhees Clay M.
Publication year - 2007
Publication title -
strategic management journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 11.035
H-Index - 286
eISSN - 1097-0266
pISSN - 0143-2095
DOI - 10.1002/smj.617
Subject(s) - business , service (business) , spillover effect , general partnership , marketing , service provider , alliance , reuse , service quality , sample (material) , quality (philosophy) , service level objective , service design , economics , engineering , microeconomics , finance , philosophy , chemistry , chromatography , epistemology , political science , law , waste management
Abstract The objective of the current study is to provide a preliminary look at the process by which consumers evaluate alliances between service providers. Specifically, the study demonstrates how the service quality of one partner can impact, or ‘spill over’ onto, consumers' evaluations of their transactions with a second partner, and how the performances of partners can have differing effects on customers' intentions to reuse a service partnership. The study tests hypotheses related to the quality, value, and reuse intentions of customers relative to the partnered service through a sample of 334 customers utilizing a seamless service alliance. Our results suggest that spillover effects of service partnerships can either result in beneficial gains for service partners or produce grave consequences when partner providers' service quality is substandard. Copyright © 2007 John Wiley & Sons, Ltd.