An exploratory investigation of user involvement in new service development

Due to major structural changes in the service sector many service managers are recognizing the need to continually develop new services that are timely and responsive to user needs. Thus, user input and involvement in new service development are an important area of inquiry. Although there has been a resurgence of academic and practitioner interest in new service development, there is a dearth of research on how users are involved in new service development. This study first combines insights from extant literature and exploratory, interviews with practitioners to identify four key elements of user involvement, including objectives, stages, intensity, and modes of involvement, and then investigates these four elements in 12 service firms. Based on the findings, the author develops an inventory of activities that needs to be carried out in involving users in a new service development project.