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Inicio Revista Española de Investigación de Marketing ESIC INNOVACIÓN DE SERVICIO Y CO-CREACIÓN CON LOS CLIENTES DE LA EMPRESA: EFECTOS S...
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Vol. 17. Issue 2.
Pages 79-102 (September 2013)
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Vol. 17. Issue 2.
Pages 79-102 (September 2013)
Open Access
INNOVACIÓN DE SERVICIO Y CO-CREACIÓN CON LOS CLIENTES DE LA EMPRESA: EFECTOS SOBRE LOS RESULTADOS
SERVICE INNOVATION AND CUSTORMER CO-REATION: EFFECTS ON PERFORMANCE
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José Ángel López Sánchez
UNIVERSIDAD DE EXTREMADURA
Celina Gonzalez Mieres1, Ma Leticia Santos Vijande
UNIVERSIDAD DE OVIEDO
Article information
RESUMEN

La literatura reciente atribuye una gran importancia a la participación activa de los clientes de la empresa en el proceso de desarrollo de nuevos productos y/o servicios para favorecer el éxito de la innovación. En el presente trabajo se examinan los efectos de dicha participación, denominada co-creación, en el ámbito de los nuevos servicios valorando su impacto tanto en los resultados obtenidos entre los clientes de la empresa como en relación a los objetivos comerciales y financieros establecidos. Se analiza también el posible efecto moderador del tipo de cliente considerado en los procesos de co-creación. El modelo conceptual se contrasta sobre la base de una muestra de empresas de servicios empresariales intensivos en conocimiento (SEIC). Los resultados confirman la relación causal propuesta entre la co-creación con clientes y los resultados de clientes, pero no el efecto directo de la co-creación en el éxito del nuevo servicio. Una posible explicación de este hallazgo puede deberse al efecto mediador puro de los resultados de clientes. Tampoco se desvela la existencia de efectos moderadores derivados del perfil del cliente co-creador.

Palabras clave:
Co-creación de nuevos servicios
resultados nuevo servicio con clientes
éxito nuevo servicio
ABSTRACT

Recent literature attaches great importance to the active participation of the company's customers in the development process of new products and/or services to promote the success of innovation. This paper examines the effects of such participation, called co-creation in the field of new services assessing their impact in the results obtained between the customers of the company and in relation to the business and financial objectives set by the company. It also analyzes the possible moderating effect of the type of customer considered in the process of cocreation. The conceptual model is tested on the basis of a sample of knowledge intensive business services (KIBS). The results confirm the proposed causal relationship between the cocreation with customers and customer performance, but not its direct effect on the success of the new service. One possible explanation may be the mediating effect of customer performance. Finally, the existence of mediating effects from the type of customer is not confirmed.

Keywords:
Co-creation of new services
new service performance with customers
new service success
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