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guest article by\u00a0Tor W. Andreassen,\u00a0<\/em>Seidali Kurtmollaiev,\u00a0Line Lervik-Olsen, NHH<\/p>\n What service quality meant for the field of service marketing in the last part of the 20th<\/sup>\u00a0century, service innovation can do for our field in the first part of the 21st<\/sup>\u00a0century. Realizing this, Center for Service Innovation (CSI) at NHH – Norwegian School of Economics embarked on an ambitious research project in 2014. There were three research questions we wanted to address:<\/p>\n Like quality, innovations are a function of what firms do, what customers do and how customers perceive the value of innovations, i.e. value in use. From this we draw that customers are the better judges of innovations. But how do customers perceive an innovation?<\/p>\n After numerous interviews of consumers of different ages, gender, and cultures one findings stood out: consumers in general perceive changes in the firms\u2019 market offering, i.e. categories, rather than as changes in attributes. From this it follows that despite firms\u2019 claim that they innovate (e.g. size of innovation budget, number of R&D people employed, etc), if customers do not cognitively register any change in the market offering, it did not happen! In the consumer behavior literature, we know this as the \u201cJust noticeable difference\u201d phenomenon.<\/p>\n By combining what customers perceive and where firms innovate, we identified four main innovation areas, each measured using multiple items:<\/p>\n Our theory predicts that these areas are assumed to be positively correlated with three endogenous variables: Perceived innovativeness (PI) which is positively correlated with Perceived relative attractiveness (PRA) which is positively correlated with Customer loyalty.<\/p>\n Findings from a large national representative sample of 80 firms, each with 300 customers, in 20 industries, support our claim that Norwegian service firms are perceived as more predictable (i.e. high perceived quality and low perceived innovativeness) than market drivers (i.e. high perceived quality and high perceived innovativeness). In some cases, we will claim that quality is too high.<\/p>\n Today, we are proud, honored, and delighted to announce that The Norwegian Innovation Index (NII) is going international by joining forces with Rockbridge Associates and\u00a0the Social Innovation Collaboratory at Fordham and Service Research Center (CTF) at Karlstad Business school.\u00a0\u00a0The general idea is that by using a common method, we can share data between nations and thereby gain a deeper understanding by comparing service firms within the same industry across countries.<\/p>\n \u201cWe are excited about working with Center for Service Innovation (CSI) at NHH – Norwegian school of Economics and the Social Innovation Collaboratory at Fordham. They are leaders in the study of innovation, and will be great partners as we transfer the ideas and methodology of the NII to the U.S. market” says Gina Woodall, President, Rockbridge Associates, Inc.<\/p>\n “With the Swedish Innovation Index, we can provide a more nuanced\u00a0and holistic\u00a0picture of what innovation in companies can be, it is no longer just a matter of patents and numbers showing\u00a0R&D expenditure,” says Dr. Per Kristensson, professor & Director CTF, Karlstad.<\/p>\n If you are interested in measuring service firms\u2019 perceived innovativeness in your country and in line with your research and your institution\u2019s strategy, please do not hesitate to contact Professor and Director at CSI, Tor W. Andreassen at NHH- Norwegian School of Economics (tor.w.andreassen@nhh.no<\/a>).<\/p>\n Tor W. Andreassen<\/p><\/div>\n Seidali Kurtmollaiev<\/p><\/div>\n Line Lervik-Olsen<\/p><\/div>\n <\/p>\n","protected":false},"excerpt":{"rendered":" guest article by\u00a0Tor W. Andreassen,\u00a0Seidali Kurtmollaiev,\u00a0Line Lervik-Olsen, NHH What service quality meant for the field of service marketing in the last part of the 20th\u00a0century, service innovation can do for our field in the first part of the 21st\u00a0century. Realizing this, Center for Service Innovation (CSI) at NHH – Norwegian School of Economics embarked on […]<\/p>\n","protected":false},"author":1,"featured_media":6666,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,8],"tags":[],"_links":{"self":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts\/6447"}],"collection":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/comments?post=6447"}],"version-history":[{"count":8,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts\/6447\/revisions"}],"predecessor-version":[{"id":6667,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/posts\/6447\/revisions\/6667"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/media\/6666"}],"wp:attachment":[{"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/media?parent=6447"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/categories?post=6447"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.servsig.org\/wordpress\/wp-json\/wp\/v2\/tags?post=6447"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
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Building on the idea of sharing data, we invite leading research partners\/institutions \u2013 one in each country – to this exciting partnership of leading research institutions. Please visit CSI\u2019s webpage at\u00a0www.csi.nhh.no<\/a>\u00a0for more information.<\/p>\n![\"\"](\"http:\/\/www.servsig.org\/wordpress\/wp-content\/uploads\/2018\/04\/s11819-150x150.jpg\")
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