Customer involvement in new service development : how does customer involvement enhance new service success?

2005

Masteroppgave i informasjons- og kommunikasjonsteknologi 2005 - Høgskolen i Agder, Grimstad This master thesis investigates how customer involvement enhances new service development and investigates what role the service characteristics play for this development. An exploratory and quantitative empirical research was conducted among small and medium sized firms in selected business categories. Before the empirical work could be conducted a thorough literature study on innovation research, service research and customer involvement was completed. Literature from new product development was also included. The literature study showed that services have been treated as something different from t…