Interview study: How can Product-Service Systems increase customer acceptance of innovations?

Abstract

Since customer acceptance is responsible for the success of innovative products, this study investigates how Product-Service Systems (PSS) influence customer acceptance of innovations. Using the example of electric vehicles (EV) in carpools, interviews were held with four PSS providers and four PSS customers from Germany and Sweden. The results of the interviews were then analyzed according to Rogers’ theory of the diffusion of innovations: Providing innovative products as PSS can increase customer acceptance by reducing performance gaps that exist between innovative and existing technologies. The main gaps found with EVs are their limited range and high purchase costs. Customers perceive those gaps as less considerable if they rent EVs in a carpool.