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Start Over Topic marketing Publisher karlstads universitet, centrum for tjansteforskning
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1. Bi-directional and stratified demeanour in value forming service encounter interactions

Author

Nicklas Salomonson and Per Echeverri

Subjects
Marketing, Service (business), Value co-creation, Bi-directionality, Interaction, Service encounter, Demeanour, Service encounter demeanour, 05 social sciences, Transformative service research, Empirical research, 0502 economics and business, Value (economics), 050211 marketing, Business, 050203 business & management, Business Administration, Företagsekonomi
Abstract

The purpose of this paper is to unearth the bi-directional and stratified nature of service encounter interactions. Drawing on a detailed empirical study of service demeanour in mobility services, seen from a customer perspective, we outline a classification of 6 overarching demeanour practices, 20 sub-activities, and interactional sequences, explaining how value co-formation is realized. We suggest that value derives from bi-directional activities mutually combined in congruent ways, avoiding counterproductive interactions.

Published
2017

2. Idea Generation : Customer Co-creation versus Traditional Market Research Techniques

Author

Lars Witell, Martin Löfgren, Per Kristensson, and Anders Gustafsson

Subjects
Knowledge management, Strategy and Management, media_common.quotation_subject, Services, Traditional economy, Product innovation, Market research methods, Originality, Market analysis, Co-creation, Profit margin, Psychology, Marketing, Empirical evidence, media_common, Consumer goods, Business Administration, Företagsekonomi, Psykologi, business.industry, Europe, Market research, Consumer panels, Tourism, Leisure and Hospitality Management, Business, Management and Accounting (miscellaneous), business
Abstract

PurposeThe purpose of this paper is to understand the differences between proactive and reactive market research techniques during the development of new market offerings. The study focused on the financial and innovative performance of traditional market research techniques, such as focus groups and in‐depth interviews, in comparison to more co‐creation‐oriented techniques that are designed to capture customers' value‐in‐use.Design/methodology/approachThe study was a two‐stage process. Study I, an empirical investigation of 195 development projects in European companies, examined how these companies use different market research techniques and how this relates to the profit margins of new products and services. Study II designed an experiment with 50 users of a consumer good and evaluated the contribution of different market research techniques, based on the degree of originality and customer value.FindingsSignificant differences were found, in terms of both content and originality, between the technique based on customer co‐creation and the two traditional market research techniques (Study II). These findings can help to explain why the relationship between the use of market research techniques and profit margin (Study I) is stronger for co‐creation techniques than it is for traditional market research techniques.Originality/valueDespite empirical evidence that the application of market research techniques based on co‐creation can lead to original ideas, there is a lack of valid studies regarding how co‐creation techniques perform in relation to more traditional methods of collaboration with customers.

Published
2011