The impact of service value on customer buying decisions of product-service portfolios

The buying decision of product-service portfolio is affected by the perception of service value and product value. The study reported in this paper explores the impact of service value on buying decisions of product-service portfolios by using event-related potentials (ERPs). Twenty participants were shown product-service portfolios with different service values and were asked to make buying decisions on portfolios with different service value levels. The buying rate and attention-related P2 component in left frontal regions were recorded after the stimuli were shown. The behavioral result shows that the portfolios with higher service value have higher buying rate. The EEG result shows that the P2 component evoked by the portfolio of PS2 (one product and two services) is the largest, which shows different attention resources attracted by portfolios with different service values. Our study explores the impact of different service value on buying decisions of product-service portfolios in both behavioral and neural perspective, providing suppliers a new insight in the design of product-service portfolios.