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A customer‐oriented new service development process

Ian Alam (Assistant Professor, Jones School of Business, State University of New York, Geneseo, New York, USA)
Chad Perry (Professor of Marketing, Graduate College of Management, Southern Cross University, Queensland, Australia)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 November 2002

18581

Abstract

The purpose of this research is to answer the question: how can a new service development (NSD) program in the financial services industry be managed? More specifically, this research has two objectives: to explore the stages in the NSD process; and to explore how customer input may be obtained in the various stages of the development process. After a review of the new product development literature, the case study methodology involving in‐depth interviews with managers and their customers is described. Analysis of the data showed that there were ten stages in the NSD process, and whether those stages were managed linearly or sequentially was a function of the size of the firm. In addition, how NSD managers obtained customer input in each stage, was uncovered. Implications for NSD managers include which stages to concentrate on, and how to capture customer input.

Keywords

Citation

Alam, I. and Perry, C. (2002), "A customer‐oriented new service development process", Journal of Services Marketing, Vol. 16 No. 6, pp. 515-534. https://doi.org/10.1108/08876040210443391

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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