Customer-Involvement in New Service Developments: Insights from Spanish Tourism Firms

This paper examines customer-involvement in service innovation developed by Spanish tourism firms. This is done on the basis of a broad array of management tools targeted at engaging customers in new service developments (NSD) in an effective and systematic way. A multiple case study is performed across eight innovative tourism firms in Spain. Results show a limited awareness of formal customer-involvement methods. Some firms also underline how clients may lack the necessary knowledge to be co-participants of NSD. Innovation networks are highlighted as an important source of knowledge on new business opportunities.