Service guarantees as a base for positioning in B2B

Antonella La Rocca, Rod Mccoll, Yann Truong

Research output: Contribution to journalArticle

2 Citations (Scopus)


Research in marketing has shown that service guarantees can contribute to gaining a competitive advantage. However, studies of perceived benefits have mostly been investigated in a consumer marketing context while prior research in B2B has been limited. Given the peculiarities of B2B marketing we investigate the value of service guarantees for industrial customers. We report findings from two studies of attitudes to service guarantees and their effects on purchase intentions and customers' willingness to pay a price premium. Our findings based on conjoint analysis show that service guarantees can deliver added value to B2B customers with implications for positioning strategies. Buyers in B2B markets are encouraged to consider the potential positioning effects of service guarantees for their organization.
Original languageEnglish
Pages (from-to)78-86
Number of pages9
JournalIndustrial Marketing Management
Publication statusPublished - 2019


  • b2b
  • conjoint analysis
  • positioning
  • service guarantees
  • value


Dive into the research topics of 'Service guarantees as a base for positioning in B2B'. Together they form a unique fingerprint.

Cite this