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Customer co-creation in service innovation: a matter of communication?
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0001-8278-1442
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. (Consumer Psychology Research Group)ORCID iD: 0000-0002-7006-9906
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0002-6589-8662
2012 (English)In: Journal of Service Management, ISSN 1757-5818, E-ISSN 1757-5826, Vol. 23, no 3, p. 311-327Article in journal (Refereed) Published
Abstract [en]

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 (PLS). 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.

Place, publisher, year, edition, pages
Bingley, UK: Emerald Group Publishing Limited, 2012. Vol. 23, no 3, p. 311-327
National Category
Business Administration
Research subject
Samhällskunskap
Identifiers
URN: urn:nbn:se:kau:diva-15364DOI: 10.1108/09564231211248426ISI: 000308627000002OAI: oai:DiVA.org:kau-15364DiVA, id: diva2:563449
Available from: 2012-12-07 Created: 2012-10-30 Last updated: 2020-01-17Bibliographically approved

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Gustafsson, AndersKristensson, PerWitell, Lars

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