Journal article
Performance effects of involving lead users and close customers in new service development
Abstract
Customer involvement has been recognized as a key factor for successful service development. One important aspect affecting the outcome of new service development (NSD) projects in whose development customers are involved is the choice of the appropriate participating customer. This study aims to examine the effect of two customer characteristics (relational closeness and lead‐userness) on four indicators of new service performance. The paper …
Authors
Carbonell P; Rodriguez‐Escudero AI; Pujari D
Journal
Journal of Services Marketing, Vol. 26, No. 7, pp. 497–509
Publisher
Emerald
Publication Date
October 5, 2012
DOI
10.1108/08876041211266440
ISSN
0887-6045