Purpose The purpose of this paper is to explore innovations in customer experience at the intersection digital, physical and social realms. It explicitly considers experiences involving new technology-enabled services, such as digital twins automated presence (i.e. virtual assistants service robots). Design/methodology/approach Future are conceptualized within a three-dimensional space – low high density, complexity yielding eight octants. Findings conceptual framework identifies...

Purpose Customer co‐creation is becoming increasingly popular among companies, and intensive communication with customers generally seen as a determinant of the success new service or product. The purpose this study to analyze customer based on four dimensions – frequency, direction, modality, content in order understand value innovation. One key aims investigate whether all have an effect product market success, if depends degree innovativeness development project....

Purpose The purpose of this paper is to understand the differences between proactive and reactive market research techniques during development new offerings. study focused on financial innovative performance traditional techniques, such as focus groups in‐depth interviews, in comparison more co‐creation‐oriented that are designed capture customers' value‐in‐use. Design/methodology/approach was a two‐stage process. Study I, an empirical investigation 195 projects European companies, examined...

A new trend seems to be emerging for multinational manufacturing companies make a strategic reorientation into becoming service providers. For some companies, such as Kone and IBM, the revenues from services are 50% or more of their total sales. Despite increasing interest in exploring various aspects part business existing research has not focused on interdependencies between different strategies organizational designs. This article studies highlights design necessary implementing each...

Purpose The aim of the paper is to contribute a better understanding theory attractive quality through an empirical investigation e‐service. Our focus on consistency different levels service attributes and their dynamics. aims increase both validity use technology readiness as means understand variation customer perceptions attributes. Design/methodology/approach A survey customers' readiness, usage e‐service was conducted. Four propositions concerning dynamics Kano's are tested, mainly...

Purpose The purpose of this study is to develop and evaluate a model for patient co‐creation learning based on diaries use in health‐care service development. In particular, the aims investigate process different mechanisms through which providers can learn from patient. Design/methodology/approach an action research approach. First, development phase leading proposed was conducted. Second, test diary‐based method performed 53 patients three cases: orthopaedic care, rehabilitation care...

The traditional role of packaging in consumer products has been to store and protect the content. Current industry trends, however, suggest an increasingly important for as a marketing vehicle. One question immediate interest is how should be designed associated with high quality from customer perspective. authors believe that this type investigation needed since there relatively little theoretical work area packaging, research perceptions sparse.An empirical customers experience everyday...

Purpose The purpose of this paper is to synthesize findings from health care research with those in service identify key conceptualizations the changing role customer, gaps theory, and propose a compelling agenda. Design/methodology/approach This study combines meta-narrative review research, systematic using thematic analysis practice approaches customer. Findings reveals different customer within ten approaches, identifies an increased activation over time. change implies re-orientation,...

Service innovations challenge existing offerings and business models, shape markets, create new ones. Over the last decade, service research has shown increasing interest in concept of innovation should by now have reached maturity created a strong theoretical basis. However, there is no coherent framework that captures all facets innovation, to move forward, we must revisit key assumptions what an is. To enable this, present article addresses three fundamental questions about innovation:...

Purpose – The purpose of the present research is to identify how business model innovation can be used make transition from service for free fee. In particular, focus on identifying, describing and analysing alternative strategies, degree type innovation, building blocks in change. Design/methodology/approach A multiple case study six manufacturing firms was performed. Data were collected through interviews with CEOs, managers sales managers. addition, two workshops performed participating...

Purpose People are responsible for their wellbeing, yet whether they take ownership of own or even others' wellbeing might vary from actor to actor. Such psychological (PO) influences the dynamics how is co-created, particularly amongst actors, and ultimately determines actors' subjective wellbeing. The paper's research objective pertains explicating concept co-creation conceptualizing inherent with consideration all involved actors a PO perspective. Design/methodology/approach To provide...

Purpose The purpose of this paper is to investigate whether the different approaches classification quality attributes deliver consistent results. Design/methodology/approach investigation includes four and enables comparisons be made from a methodological perspective an output perspective. are described, analyzed, discussed in context empirical study that investigates how 430 respondents perceive performance e‐service. theory attractive rests on solid theoretical foundation approach...