Abstract
The increased emphasis of customer understanding and involvement in successful service innovation has resulted to the development of various co-creation approaches striving for tight coupling between customers and companies. While highly integrative methods certainly have their place, there is also a need for lighter means for gaining customer understanding amidst the organizational reality of limited budgets and time famine. Given this, the objective of the study is to examine ways of virtual customer integration, namely utilizing feedback customers give on public online review sites as a source of new ideas and inspiration for service innovation. This study brings new understanding on how firms can best leverage online review sites as a part of their customer integration tool portfolio to support their innovation activities.
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