Innovación de servicio y co-creación con los clientes de la empresaefectos sobre los resultados

Abstract

Recent literature attaches great importance to the active participation of the company´s customers in the development process of new products and/or services to promote the success of innovation. This paper examines the effects of such participation, called co-creation in the field of new services assessing their impact in the results obtained between the customers of the company and in relation to the business and financial objectives set by the company. It also analyzes the possible moderating effect of the type of customer considered in the process of cocreation. The conceptual model is tested on the basis of a sample of knowledge intensive business services (KIBS). The results confirm the proposed causal relationship between the cocreation with customers and customer performance, but not its direct effect on the success of the new service. One possible explanation may be the mediating effect of customer performance. Finally, the existence of mediating effects from the type of customer is not confirmed