Interactions between perceived uncertainty types in service dyads

Melanie Kreye*

*Corresponding author for this work

    Research output: Contribution to journalJournal articleResearchpeer-review

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    Abstract

    This paper investigates the dynamic interactions between uncertainty types in service dyads between servitized manufacturers and their customers. This is an important research area because servitized manufacturers face multi-source uncertainty and need to manage this uncertainty effectively to avoid business failure. A conceptual framework of four uncertainty types is investigated: environmental, technological, organisational, and relational uncertainty. We present insights from four empirical cases of service dyads collected via multiple sources of evidence including 54 semi-structured interviews, observations, and secondary data. The cases show seven interaction paths with direct knock-on effects between two uncertainty types and indirect knock-on effects between three or four uncertainty types. The findings suggest a causal chain from environmental, technological, organisational, to relational uncertainty. This research contributes to the servitization literature by (i) con-firming the existence of uncertainty types, (ii) providing an in-depth characterisation of technological uncertainty, and (iii) showing the interaction paths between four uncertainty types in the form of a causal chain.
    Original languageEnglish
    JournalIndustrial Marketing Management
    Volume75
    Pages (from-to)90-99
    ISSN0019-8501
    DOIs
    Publication statusPublished - 2018

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