Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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Consumer evaluation of the innovation types and the different roles of customer participation in the development of new products for service innovation

서비스 혁신을 위한 신제품 개발 과정에서 혁신 유형과 고객 참여 역할에 대한 소비자의 인식

  • Hyeyeon Yuk (Institute for Business Research and Education)
  • 육혜연 (고려대학교 기업경영연구소)
  • Received : 2023.05.01
  • Accepted : 2023.06.02
  • Published : 2023.06.30
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Abstract

This study investigates consumers' perceptions when customers participate in the process of innovating new products or new services essential to companies in the era of the 4th industrial revolution. Specifically, this study investigates how consumers' product evaluation varies depending on two types of innovation for a company's new product development (technology-based innovation and market-based innovation) and two customer roles (as information providers and as co-developers) participated in the development process. The research questions are as follows: As technology-based innovation and market-based innovation are different types of innovations, will consumers' product evaluation vary depending on these different types of innovation? If customers participate in the development process of a new product reflecting each innovation, how will the information that the customer participated be perceived by other consumers? In addition, this customer participation method can serve as an information provider and a co-developer, and will consumers' evaluation of new products vary depending on this role? As a result of verifying the hypothesis using an experimental method, it shows that consumers' product evaluation differs significantly depending on the role of customers who participated in the process of developing new product development process. In other words, the results indicate that the case where customers participated as market information providers in the process of developing new products is more favorable to the new product evaluation than the case where they participated as co-developers of the new products. In addition, there is an interaction effect between the type of product innovation and the role of customer participation. To be specific, when a product reflecting technological innovation is released, there is no difference in consumers' product evaluation according to the roles of two different customer participations. However, when a market-based innovation product is released, product evaluation is more favorably perceived when customers participated as information providers than they were involved in the new product development process as co-developers. This study is of theoretical significance in that it distinguishes each type of innovation and verified how other consumers' perceptions vary depending on their role when customers participate in the innovation process. Finally, limitations and future study directions are suggested along with practical implications.

본 연구는 4차 산업혁명 시대에 기업들이 필수적으로 수행하는 신제품 또는 신 서비스 혁신 과정에서 고객이 참여하였을 때 소비자들의 인식을 조사한 연구이다. 구체적으로, 기업의 신제품 개발을 위한 혁신의 두 가지 유형 (기술 기반의 혁신, 시장 기반의 혁신)과 개발 과정에서 참여한 두 가지 고객 역할 (정보제공자, 공동 개발자)에 따라서 소비자의 제품 평가가 어떻게 달라지는지 조사하고자 하였다. 실험적 방법을 사용하여 가설을 검증한 결과, 신제품 개발 과정에 참여한 고객의 역할에 따라서 소비자의 제품평가는 유의한 차이가 있는 것으로 나타났다. 즉, 고객이 신제품 개발 과정에서 시장 정보 제공자로 참여한 경우가 제품의 공동 개발자로 참여한 경우보다 제품 평가에 더욱 호의적인 것으로 나타났다. 추가적으로, 제품 혁신의 종류와 고객 참여 역할 간에는 상호 작용 효과가 나타났다. 즉, 기술 혁신을 반영한 제품이 출시된 경우 두 가지 다른 고객의 역할에 따른 소비자의 제품 평가에는 차이가 없었지만, 시장 혁신 제품이 출시된 경우에는 소비자의 제품 평가에 있어서 고객들이 정보 제공자 역할로 참여한 경우가 공동 개발자 역할로 참여한 경우 보다 더욱 호의적으로 평가되었다. 본 연구는 각 혁신의 타입을 구분하고 동시에 고객들이 혁신 과정에 참여할 때 그 역할에 따라 소비자들의 인식이 어떻게 달라지는지 검증하였다는 점에서 이론적 의의를 가진다. 이후 기업 관점에서 실무적 의의와 함께 한계점을 제시하였다.

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