New Service Development and Digitalization: Synergies of Personal Interaction and IT Integration
Year: 2018
Type: article
Abstract: This study investigates the effects of personal interaction and information technology integration (IT integration) on new service development in business-to-business (B2B) service firms' relationships. Personal interaction, IT integration and new service development are latent variables in a structural model tested with LISREL (N = 138). The relationship between personal interaction and IT integration is strong and indicates that both these constructs are drivers for new service development. Although both these constructs represent diverse ways of interacting, they both positively impact new service development. Hence, managers should not expect IT to replace personal interaction to a great extent in B2B-service contexts.
Source: Services Marketing Quarterly
Authors: Cecilia Lindh, Emilia Rovira Nordman
Institutions: Mälardalen University, Stockholm School of Economics
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W2790650238