The Effects of Servitization on Manufacturing Firm Performance: Moderating Role of Marketing Capability

摘要

Based on the current development of China''s manufacturing industry,this study analyses the relationship between servitization and firm performance,and explores the moderating role of marketing ability.The study collected and processed the annual reports of manufacturing firms that disclosed information on CNINF in 2017.Through a series of screening work,the annual reports of 260 firms were finally selected as sample data.The results of empirical analysis show that there is a positive relationship between servitization and firm performance.Marketing ability can moderate this relationship,in which marketing investment intensity positively moderates the relationship between service level and firm performance,and the proportion of salespeople negatively moderates the relationship between service investment intensity and firm performance.Based on these findings,this paper developed recommendations for managers of manufacturing firms.