Open AccessLinking Customer Knowledge With Successful Service Innovation
Author(s) -
Geoffrey L. Gordon,
Peter F. Kaminski,
Roger J. Calantone,
C. Anthony Di Benedetto
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v9i2.6086
Subject(s) - business , marketing , customer advocacy , order (exchange) , customer retention , customer needs , customer to customer , value (mathematics) , service (business) , customer knowledge , service provider , service quality , computer science , finance , machine learning
In order to satisfy customer needs and wants, the business-to-business service provider must develop and market services that provide value to the customers organization. Because of the importance and the difficulty of evaluating value from the customers perspective, a critical need exists for firms to obtain and possess knowledge about what activities create customer value for individual customers. The objective of this study is to explore the activities and knowledge needed to develop and market services that create customer value. Results of a study undertaken on the development and marketing of services and products in the telecommunications industry are provided. The report concludes with a discussion of managerial and research implications.