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- Witell, Lars, et al.
(author)
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Exploring Modes of Innovation in Services
- 2010
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In: Proceedings of the 2nd CIRP IPS2 Conference 2010; 14-15 April; Linköping; Sweden. - : Linköping University Electronic Press. - 9789173933810 ; , s. 409-415
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Conference paper (peer-reviewed)abstract
- Manufacturing companies differentiating their offerings with new services need to combine both product and service innovation. We study how service development is influenced by (a) the choice of separation or integration of service development and (b) the modes of innovation. Our results show that service development often is more structured if services are developed separately. Furthermore, service innovations often follow a sequence of innovation modes different from those of product innovations. Since different innovation modes benefit from varying degree of structure in the development process, many companies find it hard to develop products and services within the same development project.
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- Kristensson, Per, et al.
(author)
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Customer Integration within Service Development : A review of methods and an analysis of insitu and exsitu contributions
- 2010
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Conference paper (peer-reviewed)abstract
- Many companies are today struggling with developing new services with attractive use valuethat result in value for the user. Accordingly, methods that facilitate the understanding of value creational processes, as defined, perceived and expressed by customers, byby means of integrating them in the service development process, have become increasingly important. The literature provides managers with a number of methods suggesting how customers can contribute to and support the service development process. However, there is a lack of a comprehensive literature lacks a review of thethat identifies the appropriateness of different methods, including when and how to use them. The aim of this paper is to contribute to a better understanding of how to integrate customers within service development by assessing different methods for obtaining user information.
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| 7. |
- Roos, Inger, et al.
(author)
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Extending Understanding of Customer Relationship Stability: The Concept of The Blind Spot in Service Research
- 2011
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Conference paper (peer-reviewed)abstract
- ABSTRACTThis paper introduces the blind spot as a concept in service research. In the customer-relationship context the blind spot refers to the service providers inability to grasp the divergence between the customers patronage behavior, relationship perceptions and relational mode, and the temporal lability inherent in them. Consequently, the service provider makes a misestimation of the stability of the customer relationship. This constitutes a major challenge for service providers in their efforts to create customer value and develop relationships in order to maintain a loyal customer base. In addressing the challenge the writers develop the notion of blind spots in customer relationships, assess their consequences and propose a set of guidelines in order to reduce their effects.
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| 8. |
- Roos, Inger, et al.
(author)
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Should we Differentiate Between Business and Private Customers?
- 2010
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Conference paper (peer-reviewed)abstract
- AbstractThe question we pose in this paper is how similar or different really private and business customers are? There are several potential differences among these two groups. It can be assumed that the private customers generally are more free to make their own choices based on what best fits their needs. While a business customer may have more limits and can be more bound by company policies and contracts when selecting a service provider. The context we have chosen for this study is air travel. The context is relevant since business and private customers make similar choices; they need to go from one location to another. The results are based on qualitative studies.It turned out that the business customers were not as bound by company policies as we first thought. The findings showed a partially different decision-process character where the private costs in terms of family and personal needs occurred as being the most important aspects of the relationships between business customers and the airport service and flights in comparison. The results show that in companies not only job matters such as possibility to work decide the way of travelling but equally important are the clearly private aspects in the choice situations such as time with family. Time is accordingly an important asset for business customers, which was assumed, but it is not time in combination with companys strategies or programs that decide but pure private motives that act basis when departure and arrival occur in the business-traveling customers week programs.Price was found to be important but not as important as was customers possibilities to work or time with the family. The implication is that in a theoretical perspective the function of the consideration sets (Srinivasan 1987; Nedungadi 1990; Heide and Weiss 1995; Grewal et al. 1999) of private and business customers appears to look the same, only the features differ. In comparison with the complex service-purchasing process models (Valk and Rozemeijer 2009) of the business-relationship literature the procedure seems not always to occur in a structured way and in accordance with the company strategies. The implication is that airline companies build their programs on premises that are not used by business customers.
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| 9. |
- Roos, Inger, et al.
(author)
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SPAT (Switching Path Analysis Technique) - a Method to Understand Switching Paths and Future Behavior
- 2011
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Conference paper (peer-reviewed)abstract
- ABSTRACTThe longitudinal application of SPAT- Switching Path Analysis Technique- to different industries showed gradually interesting results relevant for filling identified gaps in the literature on customer decision making. The basis of the process method SPAT was the traditional CIT technique, with its focus on critical incidents. However, soon the development of SPAT changed the focus into the strength of the customer relationships. After one decade of empirical studies using SPAT, the deepened knowledge about customer relationships comprehended not only the possible categorization of the driving factors of the customer relationships according to their caused sensitivity for switching, but also according to their predictability for both staying or switching. In other words, it was possible to tell something about the outcome state that not only included the state as such but the stability, which had been pointed out to have beeen neglected in the literature on decision processes. The use of SPAT (Roos 1999) adds thereby theoretically and empirically to the Fishbein and Ajzenss model (1975) by describing unconscious thought processes and to Ajzen (1991) by extending the The theory of planned behavior model. The addition do not only distinguish between conscious and unconscious thoughts for behavior, but does specifically focus on the stability of the outcome behavior, which by Sheppard et al. (1988) was said to has been obeyed in the Fishbein and Ajzenss model (1975). This article demonstrates the longitudinal empirical studies regarding results relevant for the method development, and suggests a decision model including the stability indicating outcome state.
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