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ERP Perspective Analysis of PSS Component and Decision-Making

Author

Listed:
  • Meina Zhao

    (School of Economics and Business Administration, Heilongjiang University, Harbin 150080, China)

  • Jing Wang

    (School of Economics and Management, Beihang University, Beijing 100191, China)

  • Heng Zhang

    (School of Economics and Management, Beihang University, Beijing 100191, China)

  • Gang Zhao

    (School of Mechanical Engineering and Automation, Beihang University, Beijing 100191, China)

Abstract

This paper has developed a neuromarketing framework measuring the relationship between products and services in product–service systems (PSSs), particularly regarding its impact on PSS decision making. We divided the PSSs into different levels of product and service combinations in order to identify the impact of the various elements in PSS on decision making, particularly the key factor that induces significant variation in the purchase rate. The experiments showed the neural mechanisms behind the value perception of PSSs; this has been indicated by the appearance of N170, which is related to the cognition processing of familiarity and similarity. It is concluded that the perceived value of the product-oriented PSS is mainly determined by the product attribute, as the promotional effect of service has been clarified. The results explain the psychological and neurological activities that take place when consumers are browsing product–service bundles, which may help corporations better understand the relationships among the components in product–service bundles, providing insight for PSS innovation and service design.

Suggested Citation

  • Meina Zhao & Jing Wang & Heng Zhang & Gang Zhao, 2019. "ERP Perspective Analysis of PSS Component and Decision-Making," Sustainability, MDPI, vol. 11(4), pages 1-17, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:4:p:1063-:d:206951
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    References listed on IDEAS

    as
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    5. Khandeparkar, Kapil, 2014. "The role of complementarity and partner brand price level in new product introduction strategy using bundle offers: A study on the quality perception of bundle components," IIMA Working Papers WP2014-01-07, Indian Institute of Management Ahmedabad, Research and Publication Department.
    6. Meina Zhao & Jing Wang & Gang Zhao, 2017. "Application of frontal EEG asymmetry to customer emotional value perception in PSS," International Journal of Information Systems and Change Management, Inderscience Enterprises Ltd, vol. 9(2), pages 106-124.
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    Cited by:

    1. Zhao, Meina & Wang, Xuqi, 2021. "Perception value of product-service systems: Neural effects of service experience and customer knowledge," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

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