Consumer acceptance in new service innovation: Enhancing consumer durables with new product-related services.

Eija Vaittinen, Sanna Nenonen

    Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

    Abstract

    Manufacturing companies are increasingly offering services to gain benefits in the competitive markets but also to reach closer contact with their customers. However, customer acceptance of the new services defines whether the manufacturers succeed in their service launches or if the investments have been misspent. The importance of customer acceptance has been noticed widely in the previous literature but the research has not really extended to the domain of product-related consumer services. This paper contributes to this literature by discussing consumer acceptance of a product-related service but also acceptance of a manufacturer as a service provider. The focus is on a service enhancing consumer durable provided by a manufacturer through retailer network. The data was collected in two phases; preliminary data by
    interviews realized in one country and the actual data set by questionnaire carried out in two other countries. This study shows that the customer acceptance of product-related service is not self-evident. Considering customer’s earlier service usage, brand loyalty, and trialability of the service innovation are important in service acceptance. Surprisingly, respondent’s age and gender affected only rarely customers’ perceptions and wishes for services from manufacturers even though these factors have been found important in some other studies. As a conclusion, manufacturers introducing service innovations need to strive to enhance consumers’ service acceptance by
    providing information about the service for potential customers, facilitating service deployment and use as well as ensuring smooth service implementation.
    Original languageEnglish
    Title of host publicationProceedings of the 22nd Innovation Product Development Management Conference (IPDMC)
    Publication statusPublished - 2015
    Publication typeA4 Article in conference proceedings
    EventInternational Product Development Management Conference -
    Duration: 1 Jan 1900 → …

    Publication series

    NameInternational Product Development Management Conference
    ISSN (Print)1998-7374

    Conference

    ConferenceInternational Product Development Management Conference
    Period1/01/00 → …

    Publication forum classification

    • Publication forum level 0

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