Consumer acceptance in new service innovation: Enhancing consumer durables with new product-related services.
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Yksityiskohdat
| Alkuperäiskieli | Englanti |
|---|---|
| Otsikko | Proceedings of the 22nd Innovation Product Development Management Conference (IPDMC) |
| Tila | Julkaistu - 2015 |
| OKM-julkaisutyyppi | A4 Artikkeli konferenssijulkaisussa |
| Tapahtuma | International Product Development Management Conference - Kesto: 1 tammikuuta 1900 → … |
Julkaisusarja
| Nimi | International Product Development Management Conference |
|---|---|
| ISSN (painettu) | 1998-7374 |
Conference
| Conference | International Product Development Management Conference |
|---|---|
| Ajanjakso | 1/01/00 → … |
Tiivistelmä
Manufacturing companies are increasingly offering services to gain benefits in the competitive markets but also to reach closer contact with their customers. However, customer acceptance of the new services defines whether the manufacturers succeed in their service launches or if the investments have been misspent. The importance of customer acceptance has been noticed widely in the previous literature but the research has not really extended to the domain of product-related consumer services. This paper contributes to this literature by discussing consumer acceptance of a product-related service but also acceptance of a manufacturer as a service provider. The focus is on a service enhancing consumer durable provided by a manufacturer through retailer network. The data was collected in two phases; preliminary data by
interviews realized in one country and the actual data set by questionnaire carried out in two other countries. This study shows that the customer acceptance of product-related service is not self-evident. Considering customer’s earlier service usage, brand loyalty, and trialability of the service innovation are important in service acceptance. Surprisingly, respondent’s age and gender affected only rarely customers’ perceptions and wishes for services from manufacturers even though these factors have been found important in some other studies. As a conclusion, manufacturers introducing service innovations need to strive to enhance consumers’ service acceptance by
providing information about the service for potential customers, facilitating service deployment and use as well as ensuring smooth service implementation.
interviews realized in one country and the actual data set by questionnaire carried out in two other countries. This study shows that the customer acceptance of product-related service is not self-evident. Considering customer’s earlier service usage, brand loyalty, and trialability of the service innovation are important in service acceptance. Surprisingly, respondent’s age and gender affected only rarely customers’ perceptions and wishes for services from manufacturers even though these factors have been found important in some other studies. As a conclusion, manufacturers introducing service innovations need to strive to enhance consumers’ service acceptance by
providing information about the service for potential customers, facilitating service deployment and use as well as ensuring smooth service implementation.