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Working Papers (1992), ESSEC Business School

The Customer's Relative Importance in the Design, Development, and Implementation of New Services : An Empirical Investigation

PRAS Bernard , DUSSART C., JALLAT F.

The purpose of this research is to study the customer's relative impact on innovation performance within the service sector. In fact, previous research has focused mainly and almost exclusively on the role and the importance of contact personnel and service organization. The customer's impact has been approached only in an incidental way. In a sample of 52 French service organizations taken from four major industries (hotel and restaurant trades, retail credit cards and life insurance), a non-parametric analysis of results shows that the customer is the main source of positive impact on the performance of new services. On the other hand, the impact of both contact personnel and managerial operations varies from one industry to another.

PRAS, B., DUSSART, C. and JALLAT, F. (1992). The Customer's Relative Importance in the Design, Development, and Implementation of New Services : An Empirical Investigation. ESSEC Business School.