The effects of service supply on perceived value proposition under different levels of customer involvement

• Product-centric service supply positively affects economic value and technical value.
• Knowledge-centric service supply positively affects economic value and technical value.
• Economic value mediates the effect of knowledge-centric service supply on relational value.
• Technical value mediates the effect of knowledge-centric service supply on relational value.
• Customer involvement positively moderates the effect of knowledge-centric service supply on technical value.

Based on the resource-based view and service-dominant logic, this paper tries to examine how the process of offering product-centric or knowledge-centric services can integrate heterogeneous resources so as to create customer perceived value. In product-centric service supply, the tangible product itself is central to the provision of an integrated set of services, while in knowledge-centric service supply, intangible knowledge is central to the provision of an integrated set of services. The effects of the two dimensions on customer perceived value are quite different. This paper examines the specific conditions under which these effects arise by highlighting the important role of customer involvement as a way of mobilizing resources between the supplier and the customer. It adopts a large sample survey in the Chinese fine chemical industry. The results show that the two kinds of service supply can yield short-term economic value and technical value to buyers. Long-term relational value, however, can only be achieved through the mediating role of short-term value and only if customers can acquire knowledge-centric services. In addition, the effect of knowledge-centric service supply on technical value is stronger if the customer has a greater rather than lower extent of involvement.