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New service development: learning from and with customers

Jonas Matthing (Service Research Center, Karlstad University, Karlstad, Sweden)
Bodil Sandén (Service Research Center, Karlstad University, Karlstad, Sweden)
Bo Edvardsson (Service Research Center, Karlstad University, Karlstad, Sweden)

International Journal of Service Industry Management

ISSN: 0956-4233

Article publication date: 1 December 2004

Abstract

New service development relies on the complex task of understanding and anticipating latent customer needs. To facilitate proactive learning about the customer, recent findings stress customer involvement in the development process and observations of customers in real action. This paper draws on theory from market and learning orientation in conjunction with a service‐centered model, and reviews the literature on customer involvement in innovation. A field experiment was conducted in Sweden with end‐user mobile phone services. The design departures from the nature of service that precepts value‐in‐use and by borrowing from relevant techniques within product innovation that supports learning in customer co‐creation. The experiment reveals that the consumers' service ideas are found to be more innovative, in terms of originality and user value, than those of professional service developers.

Keywords

Citation

Matthing, J., Sandén, B. and Edvardsson, B. (2004), "New service development: learning from and with customers", International Journal of Service Industry Management, Vol. 15 No. 5, pp. 479-498. https://doi.org/10.1108/09564230410564948

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited