Positioning through B2B carrier signals: Understanding how service quality is communicated via websites
| Autor: | Zachary Williams, Sean P. Goffnett, Tyler Hancock, Jason E. Lueg |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Marketing
Service quality Credit score Computer science business.industry 05 social sciences North American Industry Classification System Competition (economics) Signalling Order (business) Content analysis Salient 0502 economics and business ComputingMilieux_COMPUTERSANDSOCIETY 050211 marketing Telecommunications business 050203 business & management |
| Zdroj: | Industrial Marketing Management. 81:54-64 |
| ISSN: | 0019-8501 |
| DOI: | 10.1016/j.indmarman.2018.09.007 |
| Popis: | Today's marketplace requires B2B motor carriers to connect with shippers in salient ways. To accomplish this, B2B carriers communicate signals of service quality in order to position themselves uniquely from the competition. Signaling theory describes how inequity in information between parties is filled by sending signals to convey missing information (Spence, 1973). Signaling theory was used as a foundation to investigate information used by B2B carriers to signal service quality and create positioning strategies. Results of a content analysis of 490 B2B motor carrier websites for signals of 12 dimensions of service quality are used to develop a typology of U.S. B2B motor carriers. These are: Minimalist, User-Friendly, and Safety First. Associations with firm revenues, firm size, credit score, and number of NAICS codes used are discussed along with implications. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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