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Developing Successful Technology-Based Services: The Issue of Identifying and Involving Innovative Users
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0002-7006-9906
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0001-8278-1442
Department of Marketing, University of Miami, Coral Gables, Florida, USA.
2006 (English)In: Journal of Services Marketing, ISSN 0887-6045, E-ISSN 0887-6045, Vol. 20, no 5, p. 288-297Article in journal (Refereed) Published
Abstract [en]

Purpose

– The aim of this paper is to explore the identification of innovative customers and the effectiveness of employing such customers to generate new service ideas in a technology-based service setting.

Design/methodology/approach

– The first study reported here employs the “technology readiness” (TR) construct and involves telephone surveys with randomly selected Swedish consumers. The second involves a field experiment.

Findings

– Findings from Study I suggest that the TR is a useful tool for identifying users who exhibit both innovative attitudes and behaviors. The results from Study II show that users with a high TR are highly creative as reflected by the quantity and quality of new service ideas.

Research limitations/implications

– The sample size for Study II was relatively small and making empirical generalizations with confidence should await results from studies involving larger samples. However, in sum the research demonstrates that TR appears to be an effective tool for identifying innovative customers who would be both willing to participate in new service development and capable of generating creative ideas.

Originality/value

– Service businesses interested in using customers to help generate new ideas could benefit from this research.

Place, publisher, year, edition, pages
2006. Vol. 20, no 5, p. 288-297
Keywords [en]
Customer service management, Innovation, Design and development
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:kau:diva-15386DOI: 10.1108/08876040610679909OAI: oai:DiVA.org:kau-15386DiVA, id: diva2:563527
Available from: 2012-10-30 Created: 2012-10-30 Last updated: 2017-12-07Bibliographically approved

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Kristensson, PerGustafsson, Anders

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