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Article
Publication date: 3 May 2016

Siohong Tih, Kok-Kee Wong, Gary S. Lynn and Richard R. Reilly

Rapid prototyping can potentially accelerate the entire process of new product development (NPD), enabling a high level of customer involvement and hence new product…

2043

Abstract

Purpose

Rapid prototyping can potentially accelerate the entire process of new product development (NPD), enabling a high level of customer involvement and hence new product success (NPS). This study aims to examine the relationship between prototyping and NPS, and the moderating effect of customer involvement, as well as the influence of speed of information dissemination on customer involvement.

Design/methodology/approach

Data were collected using the survey method through structured questionnaires. The key participants were management and team leaders from technology-based companies.

Findings

The results indicate that prototyping positively correlates with NPS, particularly when customer involvement is high. The speed of information dissemination, both from customers and on competitive products, has a positive impact on customer involvement.

Research limitations/implications

The study was limited by the undefined development stage of the prototype when offered for customer feedback. Future studies could focus on how customer involvement at each stage of prototype development affects NPS through a moderating effect.

Practical implications

The study confirms that investing in prototyping equipment for NPD increases the probability of NPS. Information capturing customers’ views and on competitive products in the market should be shared among the NPD teams. This could encourage better sharing of opinions and perceptions with customers about whether new products meet their wishes and expectations.

Originality/value

This study demonstrates that customer involvement moderates the relationship between prototyping and NPS. The degree of customer involvement depended on the speed of response of the customers themselves and on how well competitive product information was disseminated within the NPD team.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 April 2006

Siohong Tih and Sean Ennis

To examine the service performance of a number of internet retailers and to identify differences (if any) in internet retailers' service performance across a series of…

3126

Abstract

Purpose

To examine the service performance of a number of internet retailers and to identify differences (if any) in internet retailers' service performance across a series of attributes based on consumers' assessments.

Design/methodology/approach

To compare the perceived service performance across internet retailers with respect to several areas: core service performance, web site features, recovery service, consumer satisfaction and intentions. A structured questionnaire was used to gather the data. The internet retailers are two budget airline retailers, a book retailer, and a multi‐channel bank.

Findings

Internet retailers' service performance was generally at an acceptable level. The variation of their online service performance was dependent on industry factors and the effectiveness of online service management. Consumers' perceptions of the internet retailers' performance were significantly different on several service attributes. However, consumer online service satisfaction levels across internet retailers were similar.

Research limitations/implications

Convenience sampling and the limited number of internet retailers do not permit results to be generalised to the larger population. Future investigation with a larger sample could provide a more comprehensive coverage.

Practical implications

Provide useful information for internet retailers who plan to improve their service performance. This study indicated that retailers' experience from managing the physical store‐based retail service might not contribute towards their online service performance.

Originality/value

This paper analyses service performance of different retailers in the same industry or across industries to provide valuable indication of online service performance and attributes that contribute to differential performance levels.

Details

International Journal of Retail & Distribution Management, vol. 34 no. 4/5
Type: Research Article
ISSN: 0959-0552

Keywords

Content available
Article
Publication date: 8 August 2016

Harry Matlay

519

Abstract

Details

Education + Training, vol. 58 no. 7/8
Type: Research Article
ISSN: 0040-0912

Keywords

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