Abstract
The involvement of customers for new service developments is an area that receives considerable research attention, yet its exact outcomes and process are found to be ambiguous. Therefore different contexts should be studied to capture the multifaceted nature of service innovations. This research focuses on the results of a survey in an international financial services setting. This survey was distributed among the members of the leading professional association for financial services. The obtained dataset was studied by using qualitative comparative analysis (QCA) and descriptive statistics in order to explore customer involvement and facilitate the emergence of research propositions and recommendations in this setting. The companys actual pool of customers influences the composition of its service offer (i.e., its core services, supplementary services and service delivery). The presence of a specific customer type was found necessary and sufficient as a condition for achieving core service innovations within the context of international financial services.
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