What impacts do different forms of customer involvement have on the development of services? the identification of team- and customer-related factors
Trischler, J, Scott, DR & Kelly, SJ 2012, 'What impacts do different forms of customer involvement have on the development of services? the identification of team- and customer-related factors', 2012 ANZMAC Conference, Adelaide, SA, 3-5 December, Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University, Perth, WA.
In service design and innovation research active customer involvement has been suggested as a critical factor for developing successful services. Hence, the approach to service design and innovation has been argued to be necessarily open, cross-disciplinary and collaborative rather than closed R&D processes. Drawing upon extensive team research literature, however, it seems that the effective development of a service is affected by a number of factors and cannot be reduced to the composition of teams only. Additional impacting factors have been found to be task design and interdependence, internal team processes including bonding, conflicts and communication, and numerous external players such as length of a project, team leadership, management support and context-related factors. Further, by emphasizing on the examination of different forms of customer involvement, it appears that not only the form of customer involvement but also specific customer characteristics matter. We conclude with recommendations for future research that sets out to study different forms of customer involvement in a controlled environment.