An exploratory investigation of user involvement in new service development |
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Authors: | Ian Alam |
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Institution: | (1) State University of New York at Geneseo, Geneseo, USA |
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Abstract: | Due to major structural changes in the service sector, many service managers are recognizing the need to continually develop
new services that are timely and responsive to user needs. Thus, user input and involvement in new service development are
an important area of inquiry. Although there has been a resurgence of academic and practitioner interest in new service development,
there is a dearth of research on how users are involved in new service development. This study first combines insights from
extant literature and exploratory interviews with practitioners to identify four key elements of user involvement, including
objectives, stages, intensity, and modes of involvement, and then investigates these four elements in 12 service firms. Based
on the findings, the author develops an inventory of activities that needs to be carried out in involving users in a new service
development project.
Intekhab (Ian) Alam is an assistant professor of marketing in the Jones School of Business, State University of New York (SUNY) at Geneseo. He
received his Ph.D. from the University of Southern Queensland in Australia and a master's of business in marketing (by research)
from the Queensland University of Technology in Brisbane, Australia. He conducts research in the area of new product and service
development and international marketing. His research has been published (or is forthcoming) in theJournal of International Marketing and Exporting, Journal of Services Marketing, American Marketing Association— Marketing
Educator's Conference Proceedings, and several other international conference proceedings. He also has extensive consulting experience in the areas of new
product/service development. |
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