Developing successful technology-based services: The issue of identifying and involving innovative users

Jonas Matthing, Per Kristensson, Anders Gustafsson, A. Parasuraman

Research output: Contribution to journalArticlepeer-review

105 Scopus citations


Purpose The aim of this paper is to explore the identification of innovative customers and the effectiveness of employing such customers to generate new service ideas in a technology-based service setting. Design-methodology-approach The first study reported here employs the “technology readiness” TR construct and involves telephone surveys with randomly selected Swedish consumers. The second involves a field experiment. Findings Findings from Study I suggest that the TR is a useful tool for identifying users who exhibit both innovative attitudes and behaviors. The results from Study II show that users with a high TR are highly creative as reflected by the quantity and quality of new service ideas. Research limitations-implications The sample size for Study II was relatively small and making empirical generalizations with confidence should await results from studies involving larger samples. However, in sum the research demonstrates that TR appears to be an effective tool for identifying innovative customers who would be both willing to participate in new service development and capable of generating creative ideas. Originality-value Service businesses interested in using customers to help generate new ideas could benefit from this research.

Original languageEnglish (US)
Pages (from-to)288-297
Number of pages10
JournalJournal of Services Marketing
Issue number5
StatePublished - Aug 1 2006


  • Customer service management
  • Design and development
  • Innovation

ASJC Scopus subject areas

  • Marketing


Dive into the research topics of 'Developing successful technology-based services: The issue of identifying and involving innovative users'. Together they form a unique fingerprint.

Cite this