Case study: service support and capital goods ‐ dissolving the resistance to obtaining product acceptance in new business markets

The authors note how the lack of proper support services impedes the adoption process for capital goods characterized as installations. Unstructured interviews were conducted with key managers, technical personnel, and boundary role individuals. In particular, service support factors between manufacturers, distributors, and end users are identified for pumps used in the oil production process. This includes service support provided by the manufacturer for the distributor in terms of timely delivery and processing of orders, advice and dealer training, and promotional support; between the manufacturer and the customer in terms of parts replacement and assistance for initial installations; and between the distributor and the customer in terms of follow‐up maintenance and customer education. An examination of every link in the chain from manufacturer through to end user, points to the manufacturer’s responsibility to augment service support at every step. The level of service support varies along a continuum depending on the type of capital goods installations. The gaps service quality model appears to have application in guiding service support for industrial goods.