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

Article Reviewed

Challagalla, G., Venkatesh, R. and Kohli, A. “Proactive Postsales Service: When and Why Does It Pay Off?”, Journal of Marketing, 2009, Vol.73, No. 2, pp.70-87.

1. Critique of research purpose and significance of the research problem

The research purpose of this article is to prove the validity of applying Proactive Postsales Service to the market (Challagalla, Venkatesh & Kohli 2009). In order to prove the idea, the authors first provided the research approach which was used in the research problem and then, they compared PPS with the RPS, the responsible postsales service. Then three dimensions of the PPS were listed: proactive prevention, proactive education and proactive seeking. Following that some theoretical propositions were made. After giving the implementation possibility in both B2B and B2C areas, the authors drew the conclusion that compared with other kinds of postsales service, apparently the proactive postsales service was the most suitable postsales service model.

Totally speaking, the article was well structured. In the article, both the purpose and the framing were stated clearly. First, the authors illustrated the purpose of writing the article, and then they showed the advantages and the possibility in future application that supported the purpose. However, the article lacked some real, successful implementation examples of the proactive postsales service which were the most powerful evidences to back up the main idea. In the portions such as the three dimensions including proactive prevention, proactive education and proactive seeking, some real and famous examples could be added in to illustrate the three dimensions (Zazkis, Liljedahl & Chernoff 2007).

As to the literature review, the authors demonstrated that many professionals suggested the PPS could act as an alternative approach of RPS and many professionals had already carried researches related to the PPS. (Challagalla, Venkatesh & Kohli 2009). However, there were some issues such as the mental frames of consumers and the supplier-level outcomes were not focused by them. So the significance of conducting this research was maintained. In fact, what the authors said was not the truth. For instance, the authors said that issues of the implementation of PPS had not been taken into consideration, which was not in accordance with the fact.

One thing should be mentioned too, the four issues. The four issues can be identified as knowledge gaps: the mental frames of the suppliers and the customers, the issues might rise in the implementation process, the outcomes of PPS in the perspective of suppliers and the moderating role of the PPS. These four issues had not been discussed before, only explained in the literature review part. In order to prove the explanation was right, the evidences supported the explanation still needed to be found.

2. Critique of the theoretical framework and hypotheses

According to the research, the author followed the logical order to build the theoretical framework. The theoretical framework included four issues. The first is whether the supplier shall chose the PPS as a proper postsales services way, which was the base of the following three issues. If the PPS was not practical and feasible, then the following three issues would have no sense.

One of the most important hypotheses was that adopting the PPS in response to RPS would lead to faster delivery of service. What was stated by the research told people that if the PPS was applied to the postsales service, not only did the mental frame of customers would be affected, but also the mental frame of the suppliers would be changed, which resulted in more customer satisfaction and higher service quality. (Challagalla, Venkatesh & Kohli 2009). Compared with the customer-initiated postsales service, the supplier-initiated pattern would faster the delivery of service as it can help customers in a more positive frame of mind.  

The author hold the opinion that the key variables of this hypothesis which included the customers, the suppliers, the communication between them, and the service feedback process is the main influence factor on making delivery faster. But in fact, no matter which variable changed or was influenced, the faster delivery would be impossible to come true. The supplier was to provide the service to the customers initiatively and the customers were to feedback information which helped promote the PPS, which all relied on the communication process. The communication between the suppliers and the customers were very important because it delivered the needs and complaints of the customers (Mia & Winata 2003).

3. Critique of the research design

As for the research design, there were two research methods employed. The first method was to look up into some theories which covered both psychology and social psychology. This method was aimed to find out the mental frame of both the suppliers and the customers in the PPS process. And the second approach used in the research was to interview many managers face to face. The purpose of interview was to make them understand the true meaning of the PPS based on which they could have a better understanding of the effects of the PPS and the applications of PPS in different situations. (Challagalla, Venkatesh & Kohli 2009).  The methods used were necessary but not adequate. For instance, customers were not taken into consideration, which means that not all variables were taken into consideration (Macdonald & Green 2011). Besides, there were only 94 managers interviewed, which means the samples were not enough.

When it comes to the part of analysis, there were three sections written, including the comparison between PPS and RPS, forms of PPS and Customer- and supplier-level outcomes and moderating role of customers and products. However, the outcome was based on the data collected from the interview and the theories. The whole outcome was totally on behalf of the managers’ opinion, not taking customers into consideration.

As for the sampling, the sample source was conducted in different kinds of companies, which was considerable scientific, because sampling in the same firm of class would made the results wrong.

4. Critique of research findings and implications

The research findings just did partly support the purpose mentioned at the beginning of the research. Actually, the result found that in some situations that suppliers providing the PPS might even seem less useful. The purpose of the research was to prove that the PPS had more advantages than the RPS, but to some products it did not perform well.

However, the research findings did support the hypotheses that the PPS could provide faster delivery and more satisfaction of customers. According to the findings, if the PPS took place of the RPS, the mental frame of customers would change and they would be more satisfied to the supplier-initiative postsales service. As to the supplier, they would also implove their mental frame and provide services with higher quality more faster speed. Besides, because of that the PPS was made up of proactive prevention, proactive education, proactive feedback seeking, the postsales service could be delivered even before the products went wrong.