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Journal ArticleDOI

A customer‐oriented new service development process

01 Nov 2002-Journal of Services Marketing (MCB UP Ltd)-Vol. 16, Iss: 6, pp 515-534
TL;DR: In this paper, the authors explore the stages in the NSD process and explore how customer input may be obtained in the various stages of the development process, and how NSD managers obtained customer input in each stage.
Abstract: The purpose of this research is to answer the question: how can a new service development (NSD) program in the financial services industry be managed? More specifically, this research has two objectives: to explore the stages in the NSD process; and to explore how customer input may be obtained in the various stages of the development process. After a review of the new product development literature, the case study methodology involving in‐depth interviews with managers and their customers is described. Analysis of the data showed that there were ten stages in the NSD process, and whether those stages were managed linearly or sequentially was a function of the size of the firm. In addition, how NSD managers obtained customer input in each stage, was uncovered. Implications for NSD managers include which stages to concentrate on, and how to capture customer input.
Citations
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Journal ArticleDOI
TL;DR: In this article, a field experiment was conducted in Sweden with end-user mobile phone services and consumers' service ideas were found to be more innovative, in terms of originality and user value, than those of professional service developers.
Abstract: New service development relies on the complex task of understanding and anticipating latent customer needs. To facilitate proactive learning about the customer, recent findings stress customer involvement in the development process and observations of customers in real action. This paper draws on theory from market and learning orientation in conjunction with a service‐centered model, and reviews the literature on customer involvement in innovation. A field experiment was conducted in Sweden with end‐user mobile phone services. The design departures from the nature of service that precepts value‐in‐use and by borrowing from relevant techniques within product innovation that supports learning in customer co‐creation. The experiment reveals that the consumers' service ideas are found to be more innovative, in terms of originality and user value, than those of professional service developers.

578 citations


Cites background from "A customer‐oriented new service dev..."

  • ...The product and service development literature also emphasizes the importance of market orientation (Alam and Perry, 2002; Atuahene-Gima, 1996; Johne and Storey, 1998; Montoya-Weiss and Calantone, 1994)....

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  • ...involvement in new service development is an underdeveloped research area (Alam and Perry, 2002; Johne and Storey, 1998)....

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Journal ArticleDOI
TL;DR: In this article, the authors propose a framework for a new perspective on the total service experience, which dimensions influence it, and how a service experience is linked to value in use.
Abstract: Purpose – The aim of this article is to propose a framework for a new perspective on the total service experience, which dimensions influence it, and how a service experience is linked to value in use.Design/methodology/approach – The article is conceptual and suggests a new theoretical frame of reference describing value in use through service experience in technology‐based services.Findings – According to this article, a service experience is the total functional and emotional value of a consumed service. The service experience is unique to every individual customer and the service consumption situation. Value in use is the cognitive evaluation of the service experience.Research limitations/implications – The framework is discussed in the context of technology‐based services and will provide a basis for future research. Empirical studies are called for concerning service experiences in different kinds of service contexts.Originality/value – This article contributes a new framework, illustrating the serv...

476 citations


Cites background from "A customer‐oriented new service dev..."

  • ...There is an emerging trend that emphasizes that user involvement, as well as how individuals become involved with service activities and interactions, will result in favorable service experiences ( Alam and Perry, 2002; Kristensson et al., 2002)....

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Journal ArticleDOI
TL;DR: In this article, the authors propose a conceptual framework consisting of research propositions concerning the key strategies required for the successful involvement of customers in the co-creation of new technology-based services.
Abstract: Purpose – The aim is to propose a conceptual framework consisting of research propositions concerning the key strategies required for the successful involvement of customers in the co‐creation of new technology‐based services.Design/methodology/approach – The methodology involves a single case study from which data are derived and analyzed using the grounded theory methodology of “constant comparative analysis.” User‐generated ideas for future mobile phone services are collected from four user involvement projects and analyzed at several workshops attended by senior managers from telecommunications firms.Findings – Seven key strategies are identified as being essential for successful user involvement in new product development. Each strategy is described and illustrated in relation to existing theory and presented as a research proposition.Research limitations/implications – The exploratory nature of the research means that the findings are tentative and need to be confirmed in other settings by other res...

475 citations


Cites background from "A customer‐oriented new service dev..."

  • ...Some studies have claimed that user involvement has positive effects, especially in terms of generating superior product ideas (Alam and Perry, 2002; Kristensson et al., 2004), but there are no studies that provide explicit details of the strategies required to achieve these desirable results....

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Journal ArticleDOI
TL;DR: In this paper, the authors investigated the relationship between customer interaction and the fuzzy front-end stages of new service development and found that customer interaction has a positive impact on the performance of new services.

428 citations

Dissertation
01 Jan 2003

426 citations

References
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Book
01 Oct 1984
TL;DR: In this article, buku ini mencakup lebih dari 50 studi kasus, memberikan perhatian untuk analisis kuantitatif, membahas lebah lengkap penggunaan desain metode campuran penelitian, and termasuk wawasan metodologi baru.
Abstract: Buku ini menyediakan sebuah portal lengkap untuk dunia penelitian studi kasus, buku ini menawarkan cakupan yang luas dari desain dan penggunaan metode studi kasus sebagai alat penelitian yang valid. Dalam buku ini mencakup lebih dari 50 studi kasus, memberikan perhatian untuk analisis kuantitatif, membahas lebih lengkap penggunaan desain metode campuran penelitian, dan termasuk wawasan metodologi baru.

78,012 citations

Journal ArticleDOI
01 Feb 2009
TL;DR: In this paper, the authors describe the process of inducting theory using case studies from specifying the research questions to reaching closure, which is a process similar to hypothesis-testing research.
Abstract: Building Theories From Case Study Research - This paper describes the process of inducting theory using case studies from specifying the research questions to reaching closure. Some features of the process, such as problem definition and construct validation, are similar to hypothesis-testing research. Others, such as within-case analysis and replication logic, are unique to the inductive, case-oriented process. Overall, the process described here is highly iterative and tightly linked to data. This research approach is especially appropriate in new topic areas. The resultant theory is often novel, testable, and empirically valid. Finally, framebreaking insights, the tests of good theory (e.g., parsimony, logical coherence), and convincing grounding in the evidence are the key criteria for evaluating this type of research.

40,005 citations

Journal ArticleDOI
TL;DR: The Nature of Qualitative Inquiry Theoretical Orientations Particularly Appropriate Qualitative Applications as mentioned in this paper, and Qualitative Interviewing: Qualitative Analysis and Interpretation Enhancing the quality and credibility of qualitative analysis and interpretation.
Abstract: PART ONE: CONCEPTUAL ISSUES IN THE USE OF QUALITATIVE METHODS The Nature of Qualitative Inquiry Strategic Themes in Qualitative Methods Variety in Qualitative Inquiry Theoretical Orientations Particularly Appropriate Qualitative Applications PART TWO: QUALITATIVE DESIGNS AND DATA COLLECTION Designing Qualitative Studies Fieldwork Strategies and Observation Methods Qualitative Interviewing PART THREE: ANALYSIS, INTERPRETATION, AND REPORTING Qualitative Analysis and Interpretation Enhancing the Quality and Credibility of Qualitative Analysis

31,305 citations


"A customer‐oriented new service dev..." refers background or methods in this paper

  • ...A purposeful sample of 12 organizations (Patton, 1990) was selected based on three dimensions that were a priori thought to influence the findings:...

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  • ...A purposeful sample of 12 organizations (Patton, 1990) was selected based on three dimensions that were a priori thought to influence the findings: 1. firm size; 2. ownership, that is multinational and Australian firms; and 3. types of service firms....

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  • ...The summary statements were then organized in text files and key quotations were noted (Patton, 1990) because extensive use of quotations adds transparency and depth of understanding (Drumwright, 1996)....

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Journal Article
TL;DR: The Nature of Qualitative Inquiry Theoretical Orientations Particularly Appropriate Qualitative Applications as mentioned in this paper, and Qualitative Interviewing: Qualitative Analysis and Interpretation Enhancing the quality and credibility of qualitative analysis and interpretation.

22,714 citations

Journal ArticleDOI
TL;DR: In this paper, the authors have been observing for more than three decades that business performance is affected by market orientation, yet to date there has been no valid measure of market orientation.
Abstract: Marketing academicians and practitioners have been observing for more than three decades that business performance is affected by market orientation, yet to date there has been no valid measure of ...

8,812 citations