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Customer co-creatio...
Customer co-creation in service innovation: a matter of communication?
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- Gustafsson, Anders, 1964- (författare)
- Karlstads universitet,Centrum för tjänsteforskning,Karlstad University, Sweden BI Norwegian School Management, Norway
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- Kristensson, Per, 1969- (författare)
- Karlstads universitet,Centrum för tjänsteforskning,Consumer Psychology Research Group,Karlstad University, Sweden
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- Witell, Lars (författare)
- Karlstads universitet,Linköpings universitet,Kvalitetsteknik,Tekniska högskolan,Centrum för tjänsteforskning
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(creator_code:org_t)
- Bingley, UK : Emerald, 2012
- 2012
- Engelska.
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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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Abstract
Ämnesord
Stäng
- 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.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Customer co-creation; Innovation; Service-Dominant Logic (SDL); Communication; Pro-active market orientation
- TECHNOLOGY
- TEKNIKVETENSKAP
- Samhällskunskap
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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