Linking Customer Knowledge With Successful Service Innovation

Abstract

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.