Investigating the serviceability of non-ownership and its influence on value strategy

This paper examines the serviceability of rented goods services in contrast to the serviceability of owned goods services. Serviceability can be explained as the capability to serve, from a business perspective. Customers can make critical value assessments based on serviceability. According to Lovelock & Gummesson (2004) there are fundamental differences in ownership and non-ownership. What are the differences in serviceability of using rented goods in contrast to using owned goods and which consequences do these differences have for a company’s value strategy? In order to find out the differences 18 semi structured interviews are conducted among customers of a service supplying company. Serviceability is measured by the dimensions of service quality; tangibles, reliability, responsiveness empathy and assurance. Both desired and experienced value are measured. Furthermore the mediating factors ‘value in use’ and ‘possession value' are measured. From the data it is apparent that non-ownership respondents’ valued their experiences more than ownership respondents. Expectations differ at certain dimensions from ownership respondents’ expectations.