Construction of servitization absorptive capacity: an employee perspective

This research theoretically extends and empirically investigates the micro-foundations of servitization based on absorptive capacity theory and planned behaviour theory by focussing on the antecedents of servitization absorptive capacity of individual employees in six Italian manufacturing firms. Demand-pull knowledge is examined for the construction of servitization absorptive capacity with the mediating role of perceived behaviour control. The main finding is that broader demand-pull knowledge is positively related to the construction of servitization absorptive capacity with the significant mediation of perceived behaviour control and is, therefore, a relevant factor to capture value from demand-pull knowledge. This study highlights that employee participation in the servitization process relies not only on servitization absorptive capacity but also on their perception of the ability to control the action when they engage with demand-pull knowledge and integrate customer-centric service activities. This study is the first to explore the construction of servitization absorptive capacity and mechanisms involved in successful integration of customer-centric services.