Value Based Selling as Fair Treatment Practice: Dealing with Privacy Concerns in Product-Service System Selling

Nijssen, E. J. (Spreker)

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In this study, we propose value based selling (VBS) as an alternative approach for sellers to alleviate customer risk related to Product-Service Systems (PSS) and to ensure the PSS provider’s profitability under these conditions. VBS is a selling approach that seeks to co-create customer value-in-use by demonstrating the provider’s contribution to the customer’s business outcomes in clear monetary terms (Terho et al. 2017). Consistent with this, we suggest that VBS should act as a fair information practice from the PSS provider’s point of view and as a fairness heuristic from the customer’s vantage point of view (Crosno and Dahlstrom 2011). By focusing customers’ attention on the value-in-use of the PSS, it may reduce customer price sensitivity and make customers appreciate the deal more, that is, seeing it as a win-win rather than a win-lose game. Empirical results of 25o firms collected from an American panel largely support the hypotheses developed.
Periode13 feb 202014 feb 2020
Gehouden opAmerican Marketing Association, Verenigde Staten van Amerika
Mate van erkenningInternationaal


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