Title: Driving loyalty through time-to-value

Authors: Hamid Noori, Gene Deszca, Hugh Munro

Addresses: Laurier Business and Economics, Wilfrid Laurier University, Waterloo, Ontario, N2L 3C5, Canada. Laurier Business and Economics, Wilfrid Laurier University, Waterloo, Ontario, N2L 3C5, Canada. Laurier Business and Economics, Wilfrid Laurier University, Waterloo, Ontario, N2L 3C5, Canada

Abstract: New products, particularly breakthrough products, often have more built-in technology, functionality, or complexity than their predecessors. As a result, in order to experience and appreciate all of a new product|s capabilities customers frequently must invest more time than would be required for simpler products. This length of time, which we have termed the customer|s Time-To-Value, will ultimately have an impact on the customer|s realisation of value, their satisfaction and hence their loyalty. This paper develops a positive understanding of some of the issues and challenges of building a framework which links customers| pre-purchase perception of the products with their post-purchase experiences.

Keywords: product design; breakthrough product development; customer loyalty.

DOI: 10.1504/IJSTM.2002.001631

International Journal of Services Technology and Management, 2002 Vol.3 No.3, pp.277-296

Available online: 24 Jul 2003 *

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