The Role of the Customer in the Development Process

Sandén, Bodil; Gustafsson, Anders; Witell, Lars

doi:10.1142/9781860948893_0003

Cited by 14 publications

(7 citation statements)

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“…In this study, consumer involvement with co-creation is the cognitive and behavioral intention to immerse in a process or result of co-creation, such as CGA, along with the enthusiasm and interest that is generated (Sandén et al , 2006). For example, analyzing mystarbucksidea.com, Sigala (2012) revealed that active customer involvement in customer-to-customer interactions led to richer idea generation, effectiveness in co-creation and an overall stronger sense of community.…”

Section: Literature Reviewmentioning

confidence: 99%

Involvement in consumer-generated advertising

Busser

Shulga

2019

IJCHM

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Purpose The purpose of this paper is to examine consumer involvement with a popular US-based coffee-shop brand consumer-generated advertising (CGA) and its effect on brand loyalty and trust, to test the influence of antecedents: organizational transparency and brand authenticity on CGA involvement, and to analyze differences among customers and non-customers of the brand. Design/methodology/approach Grounded in the service-dominant logic and signaling theory, a scenario-based survey describing a contest to co-create a video commercial, as CGA, for a prominent US-based coffee-shop brand, yielded 492 responses from recent restaurant patrons. Structural equation modeling was used to test the effects of involvement in CGA on loyalty and trust. Multi-group comparison examined the differences between customers and non-customers of the brand. Findings Involvement in CGA had positive effects on loyalty and trust for both brand customers and non-customers. Transparency builds perceptions of brand authenticity; both authenticity and transparency significantly and positively affected trust, but only authenticity influenced loyalty. There was a stronger impact of involvement with CGA on loyalty for non-customers than brand customers. Non-customer perceptions of the brand’s authenticity influenced brand trust more significantly than customer perceptions. Practical implications Coffee-shop brand marketers should leverage online and physical brand exposure to involve both customers and non-customers in company-driven CGA, as a relationship management and marketing tool. Marketers should enhance transparency, which builds perceptions of brand authenticity, leading to greater CGA involvement. Originality/value This study contributes to hospitality research and literature, revealing that non-customers can be converted to brand customers through authenticity and indirect involvement with CGA, leading to long-term relational outcomes. The results identified consumers’ perception of organizational transparency is an antecedent of brand authenticity and established CGA contests as a relational marketing tool for hospitality brands.

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Section: Literature Reviewmentioning

confidence: 99%

Involvement in consumer-generated advertising

Busser

Shulga

2019

IJCHM

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“…This is due to the acceptance that studies on service innovation illuminate important elements (e.g. the importance of customer involvement, Sandén et al, 2006) which up to now have been neglected in the study of product innovation in manufacturing (Drejer, 2004). Gallouj and Weinstein (1997) were among the first to propose this avenue for research.…”

Section: Synthesismentioning

confidence: 99%

Innovation in services: present findings, and future pathways

Droege

Hildebrand

Forcada

2009

Journal of Service Management

231

208

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Purpose -The purpose of this paper is, firstly, to review existing schools of thought and to identify present research fields in new service development (NSD) and service innovation research, and, secondly, to discuss future research opportunities. Design/methodology/approach -The literature review is based on a search for "service innovation" and "NSD" in titles, abstracts and keywords of articles. As a result of looking at the references, as well as through analysis of papers which cite the articles identified, additional publications are included in this study. Findings -Four schools of thought and five distinct research fields are presented. Herein, the authors show that there is a lack of studies of organisational innovations, and that differences in the drivers for radical or incremental innovations may be of degree rather than of kind. Further, contradictory results in the research field on differences versus similarities of new product and NSD are identified. In addition, the authors propose possible pathways for future research for each research field and school of thought.Research limitations/implications -The scope of publications included in this review may be subject to criticism as book-publications may be under-represented in this review. Also, the keywords used for the initial search could include additional words. Originality/value -The paper groups previously scattered research activities from various backgrounds such as marketing and operations into distinct research fields, and presents both the status quo and a discussion of possible directions for future research.

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“…Customer co‐creation and the activation of customers in the development process has the potential to result in products delivering higher customer value, improved customer satisfaction and strong profit margins from new products (Sandén et al , 2006). The customer has unique knowledge about how they use the product in their homes.…”

Section: Literature Reviewmentioning

confidence: 99%

Identifying ideas of attractive quality in the innovation process

Witell

Löfgren²,

Gustafsson³

2011

The TQM Journal

Self Cite

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PurposeThe purpose of this study is to investigate whether and how new ideas generated by customers can be used in a process of attractive quality creation. In addition, it aims to discover whether ideas identified as attractive early in the innovation process have certain characteristics that separate them from other ideas.Design/methodology/approachThe study involved 30 customers of a company that designs and produces microwave ovens. In a number of experiments, these customers generated over 100 new ideas on functions, attributes and services related to microwave ovens. Company specialists identified the 21 best ideas and these ideas were then evaluated by a large customer group using the theory of attractive quality.FindingsThe study shows how the theory of attractive quality can be used in the development of innovative products. It also provides empirical evidence that ideas identified as attractive are more original and of higher customer value than other ideas.Practical implicationsThe study shows the extent to which and the circumstances in which the theory of attractive quality can be used to evaluate ideas in the early phases of product and service development.Originality/valueEmpirical research on attractive quality creation is sparse, and this study represents a rare example of a comprehensive study of attractive quality creation.

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The Role of the Customer in the Development Process

Cited by 14 publications

References 0 publications

Involvement in consumer-generated advertising

Involvement in consumer-generated advertising

Innovation in services: present findings, and future pathways

Identifying ideas of attractive quality in the innovation process

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