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Service strategy’s effect on firm performance: A meta-analysis of the servitization literature

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  • Ashkan Faramarzi

    (UCLY, ESDES)

  • Stefan Worm

    (BI Norwegian Business School)

  • Wolfgang Ulaga

    (INSEAD)

Abstract

The servitization literature has evolved into a rich field of academic inquiry that today calls for a consolidation of extant knowledge and opens new opportunities for meta-analytic reviews. The present research provides a fine-grained understanding of the servitization–firm performance relationship. We first develop an integrative conceptual framework that systematically ties together factors identified in prior research that affect the relationship. Through a meta-analysis of 379 effect sizes across 85 studies, we then provide broad-based empirical evidence that servitization indeed exerts a positive effect on firm performance. We further examine a broad set of potential moderators affecting the servitization–performance relationship to understand and explain the heterogeneity and, at times, the inconsistency of prior results regarding the relationship’s directionality and strength. Finally, we provide guidance for future research, from both a substantive and methodological standpoint, and sketch out an integrative conceptual model for future research.

Suggested Citation

  • Ashkan Faramarzi & Stefan Worm & Wolfgang Ulaga, 2024. "Service strategy’s effect on firm performance: A meta-analysis of the servitization literature," Journal of the Academy of Marketing Science, Springer, vol. 52(4), pages 1018-1044, July.
    • Handle: RePEc:spr:joamsc:v:52:y:2024:i:4:d:10.1007_s11747-023-00971-1
    DOI: 10.1007/s11747-023-00971-1
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