Article Critique--Proactive Postsales Service When and Why Does It Pay off

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The following are the evaluation of the implications of research findings on both market theory and practice. In the perspective of marketing theory, the PPS was more advanced and shall be in response to the RPS. In the perspective of marketing practice, according to the authors, compared with the RPS, the implementation of the PPS could be applied in both B2B and B2C areas, replacing the RPS theory if it was implemented properly.

The following is the discussion of generalizability of findings. Totally speaking, the research found that if the PPS was applied to the market and the customers-initiative service turned into suppliers-initiative service, the mental frame of both the customers and the suppliers would be improved, which meant the service would be more conductive and the interaction between them would be more positive (Bhattacharya, Nallacherry & Shrinivasan 2014). Usually, some customers did not turn to the suppliers when the products broke down, so it is necessary for the suppliers move first (Hays 2004). Besides, in the PPS, the needs of customers shall be taken into consideration because the customer interactions were needed (Maguad 2006).

5. Research limitations

First the research methods are not complete enough. Only two research methods, finding theories and interviewing mangers, were used. Second, the people interviewed were only managers and no customers or professionals were involved in.

The research findings were generalized but not generalizable enough. The findings were so many that it was hard to understand.

The research objectives were the PPS and the findings were made up of the content and the implementation it. However, the limitations and other negative findings shall also be listed.

6. Future research

First, a diverse range of research methods are to be added. Some research forms such as sending out questionnaires and making phone calls can be adopted. The interview objectives should include the customers (Xing 2000).

The variables should be as detailed as possible. According to the research, the PPS might be affected by different customers, but if the materials and human resources cost was taken into consideration, the findings would be more complete (Eyo & Tiesieh 2012).

Apart from what is stated in the above sentences, there are also two things deserving notice in the future research. First of all, focus on only one or two questions and never investigate four objectives like this research because focusing on too many objectives will distribute concentration (Fullerton 2015). The second consideration is to consult other professionals to seek for their suggestions about the layout.

Reference

Bhattacharya, K. K., Nallacherry, J., & Shrinivasan, Y. B. (2014). PROACTIVE SERVICE PERFORMANCE MANAGEMENT. US, US 20140046734 A1.

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Hays, C. L. (2004). What wal-mart knows about customers’ habits. New York Times.

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Macdonald, J. S., & Green, R. H. (2011). Redundancy of variables used to describe importance of prey species in fish diets. Canadian Journal of Fisheries & Aquatic Sciences, 40(5), 635-637.

Xing, Q. (2000). Mutual complementarity of economic research methods. Journal of Southwest Jiaotong University.

Zazkis, R., Liljedahl, P., & Chernoff, E. J. (2007). The role of examples in forming and refuting generalizations. Zdm the International Journal on Mathematics Education, 40(1), 131-141.