Integrating service and design: the influences of organizational and communication factors on relative product and service characteristics |
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| Authors: | Michael Antioco Rudy K Moenaert Richard A Feinberg Martin G M Wetzels |
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| Institution: | (1) Department of Marketing, IESEG School of Management (LEM, UMR CNRS 8179), 3 Rue de la Digue, 59000 Lille, France;(2) TiasNimbas Business School, Tilburg, The Netherlands;(3) Purdue University, West Lafayette, USA;(4) Maastricht University, Maastricht, The Netherlands |
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| Abstract: | The aim of this study is to identify the organizational and communication antecedents, and evaluate the consequences on relative
product and service characteristics, of the use of service-sourced information by product designers during new product development.
An empirical study of 121 product design managers demonstrates that a firm’s market orientation is improved by a healthy working
relationship between product designers and service employees. Such a relationship motivates designers to use service-sourced
information disseminated to them, enhancing both product and service characteristics of the new offering. The authors discuss
how communication channels and information content affect the information use of product designers. Product designers value
written information most. Information use does not relate to the frequency of receiving verbal or electronic information.
Information about product ergonomics positively influences product designers’ perceptions of the information, whereas information
on product aesthetics negatively influences their perceptions.
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