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Discovery of New Service Concepts for Diverse Markets

Author

Listed:
  • Harold Cassab

    (Department of Marketing, The University of Auckland Business School, Private Bag 92019, Auckland 1142, New Zealand)

  • Tuure Tuunanen

    (Department of Information Processing Science, University of Oulu, P.O.Box 3000, 90016 Univ. of Oulu, Finland)

  • Ken Peffers

    (College of Business, Department of Management Information Systems, 4505 Maryland Parkway, Box 456034, Las Vegas, NV 89154-6034)

  • Charles E. Gengler

    (Department of Marketing and International Business, Zicklin School of Business, Baruch College, Box 12-240, One Bernard Baruch Way, New York, New York 10010)

  • Wendy Hui

    (University of Nottingham Ningbo China, 199 Taikang East Road, Ningbo 315100, Zhejiang, China)

  • Ville Virtanen

    (Telecom and Media USA, Tieto Corporation, 150 West 56th Street, #3402, New York, NY 10019)

Abstract

A major challenge in service design is the ability to generate useful service concepts for development. New service concepts, however, are often difficult for customers to articulate. In this study we address the idea generation stage of the service development process and suggest the integration of customer scripts to facilitate service concept discovery with the customer. We examine the process using data from in-depth laddering interviews with lead users of mobile services across three geographically diverse markets. Results show that the new service concepts generated in this study are applicable in all three markets although usage motivations differ by market. Advanced service design and development methods need to incorporate global customer differences explicitly in order to meet market needs. [ Service Science , ISSN 2164-3962 (print), ISSN 2164-3970 (online), was published by Services Science Global (SSG) from 2009 to 2011 as issues under ISBN 978-1-4276-2090-3.]

Suggested Citation

  • Harold Cassab & Tuure Tuunanen & Ken Peffers & Charles E. Gengler & Wendy Hui & Ville Virtanen, 2010. "Discovery of New Service Concepts for Diverse Markets," Service Science, INFORMS, vol. 2(3), pages 177-195, September.
    • Handle: RePEc:inm:orserv:v:2:y:2010:i:3:p:177-195
    DOI: 10.1287/serv.2.3.177
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