Role of Customer Characteristics in New Service Development Process

SMC Author

Priyanka Shrivastava

Status

Faculty

School

School of Economics and Business Administration

Department

Marketing

Document Type

Article

Publication Date

2013

Publication / Conference / Sponsorship

AIMA Journal of Management and Research

Description/Abstract

Innovation is a strategy to keep customers satisfied" is an old adage but holds true even today. Service Industry in India is one of the fastest growing Industry contributing towards fifty percent of India's GDP and generating huge employment opportunities. It is very dynamic and competitive in nature and thus innovations are becoming a lot more important in service industry. SD logic of marketing lays foundation for customers getting involved in service innovation process. There is dearth of literature linking the effect of customer characteristics on performance outcome of service developed. The paper proposes a model to bridge this gap.

Keywords

Customer Characteristics, New Services development, performance measures

Scholarly

yes

Peer Reviewed

1

Disciplines

Business | Economics | Marketing

Rights

Open Access journal

Original Citation

Shrivastava, P., & Akhter, J. (2013). Role of customer characteristics in new service development process. AIMA Journal of Management and Research.

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