Customers’ Prior Knowledge in the Servitization of Traditional Handicrafts
To enhance the competitiveness of the traditional handicraft industry, providers should offer service experiences using their products (i.e., servitization) instead of merely selling them. Effective management for servitization in the traditional handicraft industry must consider the differences in...
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-02-01
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| Series: | Businesses |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2673-7116/4/1/4 |
| _version_ | 1827306752242089984 |
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| author | Bach Q. Ho |
| author_facet | Bach Q. Ho |
| author_sort | Bach Q. Ho |
| collection | DOAJ |
| description | To enhance the competitiveness of the traditional handicraft industry, providers should offer service experiences using their products (i.e., servitization) instead of merely selling them. Effective management for servitization in the traditional handicraft industry must consider the differences in customers’ prior knowledge. Nevertheless, previous studies have overlooked how this knowledge about traditional handicrafts impacts service experiences. This study explores which factors of consumer behavior (during services) and service outcomes (post-services) are affected by customers’ prior knowledge about a traditional handicraft. An organic food restaurant booth was provided at an annual summer festival about pottery as an experiment, and data were collected on customers’ meal experiences with a pottery plate through a questionnaire. The findings suggest that customers’ prior knowledge about a traditional handicraft promotes their search for information from service resources (i.e., organic foods) which are integrated with the traditional handicraft and their creativity during services, thereby changing their understanding of service resources and increasing satisfaction with service experience. This study contributes to services marketing by identifying the factors of during and post-services that are affected by customers’ prior knowledge about a traditional handicraft in the context of servitization. |
| first_indexed | 2024-04-24T18:27:56Z |
| format | Article |
| id | doaj.art-6a015371368642aa8486b4fe5f0273c8 |
| institution | Directory Open Access Journal |
| issn | 2673-7116 |
| language | English |
| last_indexed | 2024-04-24T18:27:56Z |
| publishDate | 2024-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Businesses |
| spelling | doaj.art-6a015371368642aa8486b4fe5f0273c82024-03-27T13:29:45ZengMDPI AGBusinesses2673-71162024-02-0141536310.3390/businesses4010004Customers’ Prior Knowledge in the Servitization of Traditional HandicraftsBach Q. Ho0National Institute of Advanced Industrial Science and Technology, c/o Kashiwa II Campus, University of Tokyo, Kashiwa 277-0882, JapanTo enhance the competitiveness of the traditional handicraft industry, providers should offer service experiences using their products (i.e., servitization) instead of merely selling them. Effective management for servitization in the traditional handicraft industry must consider the differences in customers’ prior knowledge. Nevertheless, previous studies have overlooked how this knowledge about traditional handicrafts impacts service experiences. This study explores which factors of consumer behavior (during services) and service outcomes (post-services) are affected by customers’ prior knowledge about a traditional handicraft. An organic food restaurant booth was provided at an annual summer festival about pottery as an experiment, and data were collected on customers’ meal experiences with a pottery plate through a questionnaire. The findings suggest that customers’ prior knowledge about a traditional handicraft promotes their search for information from service resources (i.e., organic foods) which are integrated with the traditional handicraft and their creativity during services, thereby changing their understanding of service resources and increasing satisfaction with service experience. This study contributes to services marketing by identifying the factors of during and post-services that are affected by customers’ prior knowledge about a traditional handicraft in the context of servitization.https://www.mdpi.com/2673-7116/4/1/4service experienceservitizationhandicraftservices marketingconsumer behaviorexperiential marketing |
| spellingShingle | Bach Q. Ho Customers’ Prior Knowledge in the Servitization of Traditional Handicrafts Businesses service experience servitization handicraft services marketing consumer behavior experiential marketing |
| title | Customers’ Prior Knowledge in the Servitization of Traditional Handicrafts |
| title_full | Customers’ Prior Knowledge in the Servitization of Traditional Handicrafts |
| title_fullStr | Customers’ Prior Knowledge in the Servitization of Traditional Handicrafts |
| title_full_unstemmed | Customers’ Prior Knowledge in the Servitization of Traditional Handicrafts |
| title_short | Customers’ Prior Knowledge in the Servitization of Traditional Handicrafts |
| title_sort | customers prior knowledge in the servitization of traditional handicrafts |
| topic | service experience servitization handicraft services marketing consumer behavior experiential marketing |
| url | https://www.mdpi.com/2673-7116/4/1/4 |
| work_keys_str_mv | AT bachqho customerspriorknowledgeintheservitizationoftraditionalhandicrafts |