Servitization experience measurement and the effect of servitization experience on brand resonance and customer retention

Servitization, the convergence between new services with the existing products, creates significant value-in-use for both customers and firms. The current study develops measures of servitization experience based on the service-dominant logic and investigates their effect on customer retention, mediated by value-in-use of servitization and brand resonance. First, servitization measures were developed across five stages. Next, the effect of servitization experiences on customer retention was demonstrated. The results show that integrated servitization experience, customized servitization experience, relational servitization experience, and playful servitization experience are the measures of servitization experience, and this servitization experience has a positive influence on customer retention. Additionally, value-in-use of servitization and brand resonance fully and serially mediated the effect of servitization experience on customer retention. Servitization measures help scholars and marketers understand the importance of servitization experience and provide an empirical demonstration of the effect of servitization experience on customers and firms.