Impacto da Extensão e Interação de Serviços nas Vendas B2B: Uma Investigação Temporal na Categoria de Combustíveis

The scope of services marketing has a theoretical and empirical gap that refers to the impact of the provision of services on sales. This research opportunity is routinely highlighted in theoretical proposals such as the Augmented Service Offering (ASO), Innovation in Services (IS) and Service Dominant Logic (SDL), which require alternative measures of combinations of product and service and the possible effects that these arrangements may cause. This article aims to investigate the impact of the extension and the interaction of services on Business to Business (B2B) sales. Three hypotheses were tested with data from the fuel sector. Research was operationalized based on secondary data, ceded by an energy company, which comprise sales of regular and premium gasoline of this company to 19 gas stations along 27 months, totaling 513 observations. The study involved the construction of a generalized linear model with balanced, long and random effects panel structure. The three hypotheses were supported, identifying how the extensive principle of service contributes to the increased performance and conclude the existence of a direct, linear and positive impact of extension and interaction of services on B2B sales