Short answer
When designing services, prioritize understanding and integrating both technological advancements and non-technological improvements that enhance customer value and perception.
- Field
- Innovation & Design
- Source
- Journal of Business Research (2023)
- Method
- Mixed Methods Research
- Evidence
- Strong effect
Customer perception of service innovation is not solely driven by technological advancements but also significantly influenced by non-technological aspects. This innovation & design research insight is drawn from a 2023 study published in Journal of Business Research. Using Mixed methods research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing services, prioritize understanding and integrating both technological advancements and non-technological improvements that enhance customer value and perception.
Service innovation perception is a multi-faceted construct, encompassing both technological and non-technological elements.
Customer perception of service innovation is not solely driven by technological advancements but also significantly influenced by non-technological aspects.
Journal of Business Research · 2023
Key Findings
- 01Existing scales for service innovation often overemphasize technological novelty.
- 02A comprehensive measure of service innovation must incorporate non-technological components.
- 03Customer perception of service innovation is influenced by a combination of technological and non-technological factors.
Application
Design takeaway
When designing services, prioritize understanding and integrating both technological advancements and non-technological improvements that enhance customer value and perception.
How to apply
Utilize the INNOSERV framework or similar customer-centric approaches to evaluate the perceived innovation of existing services or to guide the development of new service offerings, ensuring a balanced consideration of technological and non-technological factors.
Project actions
- 01When researching user needs for a service, ask questions that uncover their feelings and experiences, not just their technical requirements.
- 02Consider how changes in process, communication, or business model can be framed as innovations, not just technological upgrades.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Addresses a gap in existing literature by including non-technological aspects of service innovation.
- +Employs a robust mixed-methods approach for scale development and validation.
Limitations
The specific items within the INNOSERV scale might need adaptation for very niche service contexts or for user groups with vastly different expectations.
Reliability & validity
The study established construct validity through factor analysis and reliability through internal consistency measures, indicating the scale is a dependable tool for measuring perceived service innovation.
Think critically
To what extent might cultural differences or the specific nature of a service (e.g., B2B vs. B2C) influence the relative importance of technological versus non-technological factors in perceived service innovation?
Design Principles
"Service innovation is perceived holistically, integrating technological and non-technological advancements to meet diverse customer needs and societal goals."
Understanding the full spectrum of service innovation, including its non-technological dimensions, allows for more comprehensive design strategies. This holistic view can lead to services that are not only functional and efficient but also more engaging and aligned with broader societal values.
What This Means for Your Design
When you think about new services, it's not just about new gadgets or apps. How a service is delivered, how easy it is to use, or how it makes you feel are also important parts of what makes it feel 'new' and innovative to customers.
How to use in your project
- 1.Reference this study when justifying the need to explore non-technological aspects of user experience in your service design project.
- 2.Use the concept of perceived innovation to frame your user research findings and design decisions.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that the perception of service innovation is a complex construct, extending beyond mere technological advancements to encompass crucial non-technological elements such as improved processes and enhanced customer experience. This suggests that a comprehensive approach to service design must consider both dimensions to effectively meet user needs and achieve perceived innovation.
Source
Journal of Business Research
INNOSERV: Generalized scale for perceived service innovation
journal · 2023
View sourceQuestions About This Research
- What does the research say about service innovation perception is a multi-faceted construct, encompassing both technological and non-technological elements?
- When designing services, prioritize understanding and integrating both technological advancements and non-technological improvements that enhance customer value and perception. Evidence: Journal of Business Research (2023).
- Why does "Service innovation perception is a multi-faceted construct, encompassing both technological and non-technological elements." matter for design?
- Understanding the full spectrum of service innovation, including its non-technological dimensions, allows for more comprehensive design strategies. This holistic view can lead to services that are not only functional and efficient but also more engaging and aligned with broader societal values.
- How can designers apply this research?
- When designing services, prioritize understanding and integrating both technological advancements and non-technological improvements that enhance customer value and perception.
- What were the main findings?
- Existing scales for service innovation often overemphasize technological novelty.. A comprehensive measure of service innovation must incorporate non-technological components.. Customer perception of service innovation is influenced by a combination of technological and non-technological factors.
- What research method was used?
- Mixed Methods Research.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from Journal of Business Research.
- What should I do differently in my next project?
- Utilize the INNOSERV framework or similar customer-centric approaches to evaluate the perceived innovation of existing services or to guide the development of new service offerings, ensuring a balanced consideration of technological and non-technological factors.
- What are the limitations?
- The scale's applicability might vary across different cultural contexts and specific service industry sub-sectors.