University of Isfahan New Marketing Research Journal 2228-7744 9 1 2019 03 21 Determining the Scope of Product-oriented Service Businesses in Industrial Goods Companies (Case Study: Heavy Equipment Industry - Alpha Company) Determining the Scope of Product-oriented Service Businesses in Industrial Goods Companies (Case Study: Heavy Equipment Industry - Alpha Company) 15 32 23669 10.22108/nmrj.2019.106038.1378 FA Khadijeh Mafakheri 1- Phd. Student of Business Management-Marketing, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran Hamidreza Saeidnia 2- Associate professor ، Department of business management ،Faculty of management, Islamic Azad University, Tehran North Branch, Tehran, Iran. Journal Article 2017 08 21 Today's manufacturing companies are trying to redefine their strategic position with customers, using integrated solutions such as combined product/service offerings, to reap the benefits of product lifecycle service delivery. The purpose of this study is to introduce the service-oriented phenomenon, and provide a method for measuring, and operationalizing the scope of industrial service business. The statistical population of the research is 140 managers of Alpha Company and its subsidiaries, middle managers, and experts related to the field of services. For analyzing the data, factor analysis (exploratory and confirmatory) and structural equation modeling have been used. Out of the 32 first items for the product-related services scope, 17 items are defined in terms of four components of technical services and product optimization, R & D services, customer related business services, and product information sharing services with customers. Comparing the results of this measure with the current position of Alpha services, the use of the new model will improve the evaluation indicators. Today's manufacturing companies are trying to redefine their strategic position with customers, using integrated solutions such as combined product/service offerings, to reap the benefits of product lifecycle service delivery. The purpose of this study is to introduce the service-oriented phenomenon, and provide a method for measuring, and operationalizing the scope of industrial service business. The statistical population of the research is 140 managers of Alpha Company and its subsidiaries, middle managers, and experts related to the field of services. For analyzing the data, factor analysis (exploratory and confirmatory) and structural equation modeling have been used. Out of the 32 first items for the product-related services scope, 17 items are defined in terms of four components of technical services and product optimization, R & D services, customer related business services, and product information sharing services with customers. Comparing the results of this measure with the current position of Alpha services, the use of the new model will improve the evaluation indicators. https://nmrj.ui.ac.ir/article_23669_e6dcd44dd64b8d18bcfa62e878effc27.pdf