Independent service providers as a competitive advantage in developing economies

As buyers perceive quality parity among competing brands of a product with a significant service component in its consumption, product support service can become a differential advantage for a brand. The authors propose and test a framework for leveraging independent service providers as a competitive advantage in durable goods export markets in developing countries. Using survey data, the authors found a relationship between easy access to product support services, buyer herd behavior, and brand preference of passenger cars in a developing country. The paper concludes by suggesting how management can leverage independent service providers as a source of competitive advantage for a brand.