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Variety is the Spice of Innovation: Mediating Factors in the Service Idea Generation Process

机译：多样性是创新的精髓：服务理念生成过程中的中介因素

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摘要

To create a breakthrough service innovation, firms need to go beyond current customers' needs and tap into the needs of the future market. As marketing theory favours customer-centric approaches, customer-led ideation and co-creation of innovation seem natural candidates for extracting the 'sticky' information nested in some of the most innovative customers' minds. Grounded in the service innovation literature, this paper extracts innovative service ideas from ordinary users (n = 388) in three different service domains and seeks to identify the salient characteristics of the most innovative customers. Past research shows that innovative users are more likely to be service defectors, frequently switching from firm to firm, and motivated by their predisposition to seek variety. Using a structural modelling strategy, variety seeking is tested as a mediating factor between the subjective knowledge level and the presence of high level unmet needs leading to the generation of innovative service ideas. The results show that variety seeking fully mediates the relationship between subjective knowledge and unmet needs. Several interpretations of the role of variety seeking on customers' behaviour are explored within the context of capturing innovative service ideas.
机译：为了创造突破性的服务创新，公司需要超越当前客户的需求，并挖掘未来市场的需求。由于营销理论倾向于以客户为中心的方法，因此以客户为主导的想法和创新的共同创造似乎是提取嵌套在某些最具创新性客户思想中的“粘性”信息的自然选择。本文以服务创新文献为基础，从三个不同服务领域的普通用户（n = 388）中提取创新服务思想，并试图确定最具创新性客户的显着特征。过去的研究表明，创新用户更可能是服务缺陷者，经常在企业之间转换，并且受到其寻求多样化的倾向的激励。使用结构建模策略，将寻求多样性作为主观知识水平与高层未满足需求之间的中介因素进行测试，从而产生了创新的服务理念。结果表明，寻求多样性充分调解了主观知识与未满足需求之间的关系。在捕获创新服务理念的背景下，探索了寻求多样化对客户行为的作用的几种解释。

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