Research On The Customer Information Processing And New Service Development Performance

In the throes of turbulent and fierce competition in domestic and international markets, more organizations increasingly realize that only service innovation and new service development are the fundament for survival and growth. Yet, the new service development to some extend is the process of moving innovation forward through customer information processing. Meanwhile, corporations in such situation would persistently swallow in more new customer information to dig up the change of customer needs, which in turn, impelling new service development ability and reaction toward environmental changes of corporations. It is high chance that being able to avoid being caught up with corporations in the same or similar industry.This paper attempts to construct a theoretic framework about customer information processing and new service development through literature review and expletory. Besides, the samples from Knowledge-intensive Business Service industry carrys out an empirical research to confirm framework validity. After the above study steps, the paper gets the theoretic contributions and managerial implications.Based on reading a great deal of related new service development literatures, the paper makes a conclusion of five factors about new service development researches, figuring out customer involvement is the most factor for new service development. Then, after analysis in a big depth about market turbulence and cruelty, the paper extracts four relatively comprehensive steps of customer information processing: information acquisition, information diffusion, information conceptual utilization and information instrumental utilization. With the mediation of project priority, the paper initially proposes the framework of customer information processing and new service development.The paper received 256 samples at Knowledge-intensive Business Service industry with questionnaires and filed survey. With the help of SPSS software, the paper drops the following conclusions:(1) The customer information acquisition, information conceptual utilization and information instrumental utilization all do have an significant positive influence on new service development performance, while the customer diffusion has no influence on new service development performance;(2) customer information processing has an influence on new service development performance with the mediation of project priority.In the conclusion, the paper draws the research conclusions for theoretic contributions and managerial implications, hoping for offering some references at new service development in future researches as well as getting some managerial implications for service corporations in China.