KEY CUSTOMER CHARACTERISTICS FOR CUSTOMER-ORIENTED INNOVATION IN AUSTRALIAN FINANCIAL SERVICES INDUSTRY
Recent studies have confirmed the problem of high failure rate of newservices. Involvement of customers in service innovation process is crucialfor developing successful new services. Customer characteristic is onekey issue in customer involvement tasks. Therefore, the objective of thisresearch is to investigate the type of customers that should be consideredfor involvement in new service development. The main thesis of the studyis that customers should be selected carefully for the involvement purpose.Field interviews were conducted to collect data about customercharacteristics considered by the managers for involvement. The findingssupport the thesis and provide useful insights for the managers attemptingto develop successful new services.