Role of Customer Characteristics in New Service Development Process

Innovation is a strategy to keep customers satisfied" is an old adage but holds true even today. Service Industry in India is one of the fastest growing Industry contributing towards fifty percent of India's GDP and generating huge employment opportunities. It is very dynamic and competitive in nature and thus innovations are becoming a lot more important in service industry. SD logic of marketing lays foundation for customers getting involved in service innovation process. There is dearth of literature linking the effect of customer characteristics on performance outcome of service developed. The paper proposes a model to bridge this gap.