TY  - JOUR
AB  - The expression “customer involvement” is finding increasing popularity with popular as well as academic marketing texts. Within the evolving research, customer involvement is cast in an information‐processing mould that tends to reduce it to the mere transfer of information from where it exists (customers) to where it is dearly needed (the firm). Customers' active participation is accounted for in economic psychological (contract) terms. Drawing on case study material gleaned from an organisation that adopted a customer involvement strategy, the present paper suggests a conversational approach that regards customers' active participation and involvement in terms of conversational exchanges between customers during which new ideas are jointly co‐created and commitment to action is established. Conversation is not only the fostering ground for new ideas and knowledge, but also the source of social agency. Some theoretical and practical implications of the conversation‐based customer‐firm interface for involving customers are discussed.
VL  - 14
IS  - 2/3
SN  - 0960-4529
DO  - 10.1108/09604520410528662
UR  - https://doi.org/10.1108/09604520410528662
AU  - Lundkvist Anders
AU  - Yakhlef Ali
PY  - 2004
Y1  - 2004/01/01
TI  - Customer involvement in new service development: a conversational approach
T2  - Managing Service Quality: An International Journal
PB  - Emerald Group Publishing Limited
SP  - 249
EP  - 257
Y2  - 2024/04/25
ER  -