Effects of involving lead-users and close-customers in new service development.

• Autores: Pilar Carbonell Foulquié, Ana Isabel Rodríguez Escudero, Ashish Pujari
• Localización: XXI Congreso Nacional de Marketing [Recurso electrónico]: Universidad del País Vasco-Euskal Herriko Unibersitatea, 16-18 de septiembre de 2009., 2009, ISBN 978-84-7356-627-8, pág. 48
• Idioma: inglés
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• Resumen

  • Customer involvement in service innovation is defined as those processes, deeds and interactions where a service provider collaborates with current (or potential) customers at the project level to develop new services. The present study combines research on lead-user, creativity, organizational learning, and social network to explore the effects of involving two types of customers —lead-users and closecustomers— on four dimensions of new service performance. The frame consisted of 807 service firms with 75 or more employees in various industries. Of the original surveys mailed, a total of 102 completed questionnaires were received.

    Path analysis will used to test the model proposed.