Involving High Net Worth Individuals (HNWI) for financial services innovation
Dieter De Smet (),
Anne-Laure Mention () and
Marko Torkkeli ()
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Dieter De Smet: Public Research Centre Henri Tudor
Anne-Laure Mention: Public Research Centre Henri Tudor
Marko Torkkeli: Lappeenranta University of Technology
Journal of Financial Services Marketing, 2016, vol. 21, issue 3, 226-239
Abstract The involvement of customers for new service developments is an area that receives considerable research attention, yet its exact outcomes and process are found to be ambiguous. Therefore, different contexts should be studied to capture the multifaceted nature of service innovations. This research focuses on the results of a survey in an international financial services setting. This survey was distributed among the members of the leading professional association for financial services. The obtained dataset was studied by using qualitative comparative analysis and descriptive statistics in order to explore customer involvement and facilitate the emergence of research propositions and recommendations in this setting. The company’s actual pool of customers influences the composition of its service offer (i.e. its core services, supplementary services and service delivery). The presence of a specific customer type was found necessary and sufficient as a condition for achieving core service innovations within the context of international financial services.
Keywords: customer involvement; innovation; new service development; financial services (search for similar items in EconPapers)
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