Service Product Configurations in Electronic Business-to-Consumer Operations
构建了一个电子服务产品分类矩阵，按数字内容（静态/动态）和目标市场（独特/广泛）将服务产品分为四类，并通过255家食品零售商的实证数据验证了该分类顺序与客户满意度和忠诚度的正相关关系。
The authors develop a taxonomy of electronic service products, defined as bundles of physical goods, offline services, and digital content. The taxonomy is founded on a conceptual classification scheme in the form of a 2 2 matrix—namely, the electronic service product structure—that differentiates electronic service products according to their digital content (either static or dynamic) and target market segment (either unique or broad). The cells of the matrix correspond to four categories of service products: niche market (static content-unique market), market extender (dynamic content-broad market), dynamic mass market (dynamic content-broad market), and customized megamarket (dynamic content-unique market). Two hypotheses are proposed that posit that the ordering of the service product categories in the sequence that was just stated will be positively associated with customer satisfaction and loyalty. The results of the empirical analysis of data from 255 electronic food retailers, the study sample, support the two hypotheses.