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Modeling service alliances: an exploratory investigation of spillover effects in service partnerships

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  • Brian L. Bourdeau
  • J. Joseph Cronin Jr
  • Clay M. Voorhees

Abstract

The objective of the current study is to provide a preliminary look at the process by which consumers evaluate alliances between service providers. Specifically, the study demonstrates how the service quality of one partner can impact, or ‘spill over’ onto, consumers' evaluations of their transactions with a second partner, and how the performances of partners can have differing effects on customers' intentions to reuse a service partnership. The study tests hypotheses related to the quality, value, and reuse intentions of customers relative to the partnered service through a sample of 334 customers utilizing a seamless service alliance. Our results suggest that spillover effects of service partnerships can either result in beneficial gains for service partners or produce grave consequences when partner providers' service quality is substandard. Copyright © 2007 John Wiley & Sons, Ltd.

Suggested Citation

  • Brian L. Bourdeau & J. Joseph Cronin Jr & Clay M. Voorhees, 2007. "Modeling service alliances: an exploratory investigation of spillover effects in service partnerships," Strategic Management Journal, Wiley Blackwell, vol. 28(6), pages 609-622, June.
    • Handle: RePEc:bla:stratm:v:28:y:2007:i:6:p:609-622
    DOI: 10.1002/smj.617
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    Cited by:

    1. Hayiel Hino & Israel D. Nebenzahl, 2021. "Applying information integration theory to the study of boycott–spillover to linked regions," Quality & Quantity: International Journal of Methodology, Springer, vol. 55(5), pages 1889-1915, October.
    2. Charlotte R. Ren & Louis Mulotte & Pierre Dussauge & Jaideep Anand, 2022. "Alliance performance and subsequent make‐or‐ally choices: Evidence from the aircraft manufacturing industry," Strategic Management Journal, Wiley Blackwell, vol. 43(11), pages 2382-2413, November.
    3. Els Breugelmans & Tammo Bijmolt & Jie Zhang & Leonardo Basso & Matilda Dorotic & Praveen Kopalle & Alec Minnema & Willem Mijnlieff & Nancy Wünderlich, 2015. "Advancing research on loyalty programs: a future research agenda," Marketing Letters, Springer, vol. 26(2), pages 127-139, June.
    4. William E. Gillis & James G. Combs & David J. Ketchen Jr., 2014. "Using Resource–Based Theory to Help Explain Plural Form Franchising," Entrepreneurship Theory and Practice, , vol. 38(3), pages 449-472, May.
    5. Arne De Keyser & Yves Van Vaerenbergh, 2024. "Beyond the snafu: Research directions in customer experience-led business transformation," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 144-157, June.
    6. Y. I. Song & W. Woo & H. R. Rao, 2007. "Interorganizational information sharing in the airline industry: An analysis of stock market responses to code-sharing agreements," Information Systems Frontiers, Springer, vol. 9(2), pages 309-324, July.
    7. Schumann, Jan H. & Wünderlich, Nancy V. & Evanschitzky, Heiner, 2014. "Spillover Effects of Service Failures in Coalition Loyalty Programs: The Buffering Effect of Special Treatment Benefits," Journal of Retailing, Elsevier, vol. 90(1), pages 111-118.
    8. Sivaramakrishnan, Subramanian & Carvalho, Sergio W., 2019. "The implication of country disposition in consumer response to ingredient branding strategies," Journal of Business Research, Elsevier, vol. 103(C), pages 286-292.
    9. Philp, Matthew & Pyle, Martin A., 2021. "The “easy win” preference: Negative consumption experiences, incompetence, and the influence on subsequent unrelated loyalty behavior," Journal of Business Research, Elsevier, vol. 128(C), pages 1-10.
    10. Martin, David S. & Bourdeau, Brian L. & Stephan, John, 2020. "Measuring the effectiveness of facility naming rights sponsorships," Journal of Business Research, Elsevier, vol. 110(C), pages 51-64.

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