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| 2. |
- Kristensson, Per, 1969-, et al.
(författare)
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Tjänsteinnovation
- 2014
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Bok (övrigt vetenskapligt/konstnärligt)
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| 3. |
- Andersson K, Pernille, et al.
(författare)
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The effect of frontline employees' personal self-disclosure on consumers' encounter experience
- 2016
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier BV. - 0969-6989 .- 1873-1384. ; 30:May, s. 40-49
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this paper is to investigate how frontline employee self-disclosure influences consumers’ reciprocal behavior. To investigate the effects of frontline employee self-disclosure, two experiments were conducted with a total sample of 475 participants. The results show that when frontline employees disclose personal information in one-time encounters, they are perceived as less competent and more superficial. The results also show that self-disclosure negatively affects reciprocal behavior, but that this is mediated through liking, competence, superficiality, and satisfaction. These findings suggest that it is not always beneficial for employees to use self-disclosure as a strategy for garnering a consumer's trust or satisfaction, which counters previous research that suggest that disclosure of personal information is a good way to positively influence consumers in the retail environment.
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| 4. |
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| 5. |
- Gustafsson, Anders, 1964-, et al.
(författare)
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Customer co-creation in service innovation: a matter of communication?
- 2012
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Ingår i: Journal of Service Management. - Bingley, UK : Emerald. - 1757-5818 .- 1757-5826. ; 23:3, s. 311-327
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - Customer co-creation is becoming increasingly popular among companies, and intensive communication with customers is generally seen as a determinant of the success of a new service or product. The purpose of this study is to analyze customer co-creation based on four dimensions of communication - frequency, direction, modality, and content - in order to understand the value of customer co-creation in service innovation. One of the key aims of the study is to investigate whether all dimensions of customer co-creation have an effect on product and market success, and if the effect depends on the degree of innovativeness of a development project. Design/methodology/approach - The authors conducted a study including 334 managers with experience in new service and product development to examine how development projects applied customer co-creation in terms of communication in order to address future customer needs. Data were analyzed using partial least squares (PIS). The first analysis was performed with a sub-sample of 207 development projects regarding incremental innovations. A subsequent analysis was performed with a sub-sample of 77 development projects on radical innovations. Findings - A total of three of the four dimensions of customer co-creation (frequency, direction, and content) have a positive and equally significant effect on product success when developing incremental innovations. For radical innovations, frequency has a positive effect and content has a negative significant effect on product success. These findings suggest that co-creation and innovation can be combined, but that the choice of methods for co-creation differs depending on whether incremental or radical innovations are developed. Originality/value - Despite a general consensus that co-creation with customers is beneficial, there is a lack of agreement regarding how and why. The present article addresses this shortcoming and shows that co-creation is largely about communicating with customers in order to understand their future needs. On the other hand, a company working on radical innovations may wish to limit customer input that is too concrete or solution based.
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| 6. |
- Witell, Lars, 1972-, et al.
(författare)
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Idea Generation : Customer Co-creation versus Traditional Market Research Techniques
- 2011
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Ingår i: Journal of Service Management. - : Emerald Group Publishing Limited. - 1757-5818 .- 1757-5826. ; 22:2, s. 140-159
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this paper is to understand the differences between proactive and reactive market research techniques during the development of new market offerings. The study focused on the financial and innovative performance of traditional market research techniques, such as focus groups and in‐depth interviews, in comparison to more co‐creation‐oriented techniques that are designed to capture customers' value‐in‐use.Design/methodology/approachThe study was a two‐stage process. Study I, an empirical investigation of 195 development projects in European companies, examined how these companies use different market research techniques and how this relates to the profit margins of new products and services. Study II designed an experiment with 50 users of a consumer good and evaluated the contribution of different market research techniques, based on the degree of originality and customer value.FindingsSignificant differences were found, in terms of both content and originality, between the technique based on customer co‐creation and the two traditional market research techniques (Study II). These findings can help to explain why the relationship between the use of market research techniques and profit margin (Study I) is stronger for co‐creation techniques than it is for traditional market research techniques.Originality/valueDespite empirical evidence that the application of market research techniques based on co‐creation can lead to original ideas, there is a lack of valid studies regarding how co‐creation techniques perform in relation to more traditional methods of collaboration with customers.
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