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Offer a new model for identifying effective approaches to gathering, understanding and synthesizing information related to new product needs of B2B customers.

Arthur D. Little, together with the Eindhoven University of Technology, conducted in-depth interviews with over 30 product development leaders in 15 companies across multiple sectors.

When the team interacting with customers is structured appropriately the research showed that “getting it right” can lead to doubling of innovation success rates and have significant impact on R&D effectiveness.

By identifying the degree to which B2B customer needs are clear (expressed) or unclear (latent) and the degree to which technology needs are known (expressed) or unclear (latent), we can start to characterize the most appropriate skill set that a multifunctional product development team will need in order to develop a winning product.

Companies can use an innovative analysis framework to help make informed decisions about how best to organize their teams. The four approaches can be mapped to the four quadrants of a “Customer Needs/Technology Needs” matrix. The study concludes that the benefits are both strategically and financially significant.

Interactions between customers and service providers are ubiquitous. Some of these encounters are routine, but many are characterized by conflict and intense emotions. This chapter introduces a new theory, service encounter needs theory (SENT) that aims to elucidate the mechanisms through which service encounter behaviors affect outcomes for customers and employees. Evidence is presented for the preeminence within these encounters of eight psychosocial needs, and propositions are advanced regarding likely antecedents to fulfillment and violation of these needs. Emotional experiences and displays are viewed as important consequences of need fulfillment and violation, as are numerous cognitive, behavioral, and health-related outcomes.

Quality Function Deployment (QFD) proposes to take into account the “voice of the customer,” through a list of customer needs, which are (qualitatively) mapped to technical requirements in House One. But customers do not perceive products in this space, nor do they not make purchase decisions in this space. Marketing specialists use statistical models to map between a simpler space of customer perceptions and the long and detailed list of needs. For automobiles, for example, the main axes in perceptual space might be categories such as luxury, performance, sport, and utility. A product’s position on these few axes determines the detailed customer requirements consistent with the automobiles’ position such as interior volume, gauges and accessories, seating type, fuel economy, door height, horsepower, interior noise level, seating capacity, paint colors, trim, and so forth. Statistical models such as factor analysis and principal components analysis are used to describe the mapping between these spaces, which we call House Zero.

This paper focus on House One. Two important steps of the product development process using House One are: (1) setting technical targets; (2) identifying the inherent tradeoffs in a design including a position of merit. Utility functions are used to determine feature preferences for a product. Conjoint analysis is used to capture the product preference and potential market share. Linear interpolation and the slope point formula are used to determine other points of customer needs. This research draws from the formal mapping concepts developed by Nam Suh and the qualitative maps of quality function deployment, to present unified information and mapping paradigm for concurrent product/process design. This approach is the virtual integrated design method that is tested upon data from a business design problem.

This research investigates the effects of consumers' online information searching on their dining satisfaction in upscale restaurants during the pandemic. Customers frequently rely on online sources to gather information about upscale restaurants prior to their visits.

Data from 307 diners across the top ten popular upscale restaurants in Hong Kong were analysed by using SEM to explore the links between customers' needs, information search, restaurant attributes and customer satisfaction.

This study uncovers customers' online search behaviours and identifies restaurant attributes that are associated with customer satisfaction, which were not typically emphasised before the COVID-19 pandemic. Driven by their social and psychological needs, customers devoted more time to reading written comments by other consumers compared to visual images or self-descriptions from restaurants. Only service attribute significantly influenced customer satisfaction, while food and price attributes were not significant.

The findings of this study provide valuable insights for researchers and practitioners, shedding light on the altered needs and preferences of consumers following the unprecedented health crisis.

This study contributes to the development of expectancy disconfirmation theory and needs theory through the investigation of consumers' online information searching behaviours and dining satisfaction in upscale restaurants during the pandemic. By identifying the most important attributes influencing customer satisfaction, this research can aid upscale restaurants in developing effective marketing strategies and enhancing customer experiences.

For sustainable competitive advantage a firm must be able to create and retain customers. One of the necessary conditions for this is that a firm's product must be able to meet the customers' needs and wants. For product planning and development, a firm therefore needs to know what customers want from a product. Professor Kano suggests a model that helps us identify which functions or features of a product cater to the basic needs, performance needs or excitement needs of a customer. This paper discusses how Kano's model can be applied to identify how customers perceive services of a bank. The importance of Kano's model is that it involves little mathematical computation and relevant information can be obtained quickly.

This study focuses on memorable customer shopping experience design in the sporting goods retail setting. It aims to identify the phygital customers' needs and expectations that are satisfied through in-store technologies and to detect the in-store strategies that use these technologies to make the store attractive and experiential.

This exploratory study adopted a qualitative research methodology, specifically a multiple-case study, by performing semi-structured interviews with sporting goods store managers.

Sporting goods retailers use various in-store technologies to create a phygital customer shopping experience, including devices, mobile apps, wireless communication technologies, in-store activations, support devices, intelligent stations, and sensors. To improve the phygital customer journey and the phygital shopping experience, retailers meet customers' needs for utilitarian, hedonic, social, and playfulness experiences. Purely physical or digital strategies, as well as phygital strategies, are identified. This research also proposes a model of in-store phygital customer shopping experience design for sporting goods retailers.

Sporting goods managers can invest in multiple technologies by designing a physical environment according to the customers' needs for utilitarian, hedonic, social, and playful experiences. In addition, they can improve the phygital customer shopping experience with specific push strategies that increase customer engagement and, in turn, brand and store loyalty.

This study highlights how the phygital customer experiential journey can be created through new technologies and improved with specific reference to the sporting goods stores.

According to sociotechnical systems theory, this study examines the configurational effects of modularity (product and process modularity), supply chain integration (information, operational and relational integration) and the characteristics of customer need (customer need tacitness and diversity) on MCC and the impact of high MCC generated by different configurations on economic performance.

This study tests the model by combining fuzzy set qualitative comparative analysis (fsQCA) with propensity score matching methods based on data from 277 Chinese manufacturers.

The authors identify four equifinal configurations sufficient for high MCC and categorize them into three types: modularity + integration oriented, integration + customer need oriented, modularity + integration + customer need balance. The results further indicate that the high MCC triggered by three types of configuration affects economic performance in different ways.

The results deliver an important message to manufacturing enterprises that high MCC can be achieved through multiple equally-effective combinations. Moreover, managers should focus on the fit between multiple conditions and choose the appropriate pathway to enhance economic performance.

From a configurational perspective, these findings enrich the literature on enablers and performance outcomes of MCC by introducing an integrated model.

This study aimed to investigate how different supply chain integrations (SCIs) (i.e. information integration and organisational integration) would impact product- and service-oriented mass customisation capability (MCC) differently and the moderating role of characteristics of customer needs (i.e. customer need tacitness and diversity).

From the perspective of information processing theory (IPT), the authors tested the hypotheses using survey data from 277 Chinese manufacturers.

The findings indicate that both information and operational integration contribute to product- and service-oriented MCCs. Operational integration promotes product-oriented MCC more, whereas information integration has a greater impact on service-oriented MCC. In addition, customer need tacitness negatively moderates the impact of operational integration on both product- and service-oriented MCC. Customer need diversity negatively moderates only the impact of operational integration on service-oriented MCC.

Managers should focus on not only the position (internal or external) but also the function of SCI when making decisions towards enhancing MCC. Diverse abilities to integrate with different functions are associated with different MCCs.

This study distinguishes between product- and service-oriented MCCs and provides novel insights for understanding how to enhance MCC from a SCI perspective.

The necessity of geographical accessibility between service provider and the customer has been essential for face‐to‐face contact in many service industries. However, the emergence of electronic commerce (EC) and new technologies has altered the concept of location and geographical accessibility of service industries in a traditional economy. This study developed factors representing characteristics of product/service processes and verified that those factors are significantly related to customer needs of geographical accessibility in the transactions of EC. In addition, it investigated the relationships with the reasons for customer needs of geographical accessibility. Data for analyses were collected through customer surveys and statistically analyzed through exploratory factor analysis, multiple regression analysis, and canonical correlation analysis.

The purpose of this paper is to examine the essential abilities service employees need to deliver an exceptional service that delights customers and to identify effective methods to train exceptional service employees.

The authors conducted in-depth interviews with seven senior butlers and three human resource managers from four of the most renowned five-star hotels in Taiwan. Interviews with the two groups of participants provided good triangulation and allowed us to gain different perspectives and to obtain a more holistic understanding of the research topic.

This study systematically organized the essential abilities required to deliver delightful service into three hierarchical levels: professionalism, the ability to respond to customers’ emotions and hidden needs and build bonds with them, and the ability to deliver one-stop service. The authors propose that the most effective training method is to develop a customer-oriented service climate. Such an environment will enable service employees to be naturally molded into exceptional service personnel. Several training methods are identified to build a customer-oriented service environment within a company.

This study focused on the staff of five-star hotels. The proposed service standards and abilities may only be applicable to high-end service providers. Furthermore, this study used only a qualitative research method (in-depth interviews) to develop a preliminary training model to foster outstanding service employees. This model can be further verified using a quantitative method and a larger number of participants in a future study.

This research provides contributions to the literature on delightful service and human resources management.