The article PRICE NEGOTIATING FOR SERVICES: ELUCIDATING THE AMBIVALENT EFFECTS ON CUSTOMERS' NEGOTIATION ASPIRATIONS will appear in one of the next issues of the Journal of the Academy of Marketing Science (JAMS). It is based on a part of the dissertation of Marco Schwenke, Professor of Marketing and Communication at the University of Applied Sciences Europe in Iserlohn. Together with his co-authors Prof. Dr. Johannes Habel (Warwick Business School, Coventry, England), Prof. Dr. Sascha Alavi and Prof. Dr. Christian Schmitz (both Ruhr-Universität Bochum), Prof. Dr. Marco Schwenke has now successfully gone through the review and editing process and can now (depending on the exact ranking) call himself the author of an article in the top A or A+ category. This is a great award, on which we congratulate him. The article is available now online, before its actual publication in the journal.
Details of the Journal of the Academy of Marketing Science (JAMS)
Since its inception in 1973, JAMS has been a central source of scientific publications in the field of marketing that have a significant impact on practice. The following awards prove that JAMS has established itself over the past decades as one of the world's most renowned economic journals:
On the one hand, JAMS is among the top 50 (31st place) in the current Financial Times ranking, which includes journals from all disciplines. On the other hand, JAMS has the highest possible rating in at least four leading rankings:
The h index (148) and the impact factor (9.360) are additional benchmarks for the importance of JAMS in marketing and business.
Summary of the publication
Although customers frequently negotiate the prices of both goods and services, academic research has mostly examined negotiations in goods contexts, neglecting the fact that negotiations for services may be different. This study examines the consequences of customers’ price negotiation behavior relating to services as compared to goods. Using five empirical studies with field and experimental data, the authors show that services exert ambivalent effects. First, the heterogeneity intrinsic to services leads customers to aspire to better negotiation outcomes because customers perceive higher risk and regard negotiation as more legitimate, particularly if services are customized. Second, the inseparability of services leads customers to lower their negotiation aspirations because they fear negative consequences, particularly if customers are closely integrated in the service process. Building on these findings, the authors conceptualize and test communication strategies that diminish customers’ negotiation aspirations. Study results provide actionable recommendations for managers and salespeople in service industries.