Authors: Dieter De Smet; Anne-Laure Mention; Marko Torkkeli
Addresses: Luxembourg Institute of Science and Technology (LIST), 5 Avenue des Hauts-Fourneaux L-4462 Esch-sur-Alzette, Grand-Duchy of Luxembourg ' Luxembourg Institute of Science and Technology (LIST), 5 Avenue des Hauts-Fourneaux L-4462 Esch-sur-Alzette, Grand-Duchy of Luxembourg ' Lappeenranta University of Technology (LUT), 9 Prikaatintie, FI-45100 Kouvola, Finland
Abstract: The involvement of customers for new service developments is an area that receives considerable research attention, yet its exact outcomes and process are found to be ambiguous. Therefore different contexts should be studied to capture the multifaceted nature of service innovations. This research focuses on the results of a survey in an international financial services setting. This survey was distributed among the members of the leading professional association for financial services. The obtained dataset was studied by using qualitative comparative analysis (QCA) and descriptive statistics in order to explore customer involvement and facilitate the emergence of research propositions and recommendations in this setting. The companys actual pool of customers influences the composition of its service offer (i.e., its core services, supplementary services and service delivery). The presence of a specific customer type was found necessary and sufficient as a condition for achieving core service innovations within the context of international financial services.
Keywords: customer involvement; service innovation; new service development; financial services; knowledge sourcing; financial service development; core services; supplementary services; service delivery; customer types.
International Journal of Technology Marketing, 2016 Vol.11 No.2, pp.197 - 217
Received: 03 Mar 2015
Accepted: 20 Jul 2015
Published online: 28 Mar 2016 *