Clipping of news on Brazilian Culture, Law and Citizenship
 


Several

Model helps drive innovation in the service sector

07/14/2014

This article was translated by an automatic translation system, and was therefore not reviewed by people.

 

 


transparent image


When it comes to innovation, then we think about technology. But you can also think of innovation in the service sector, as shown in a doctoral research at the Faculty of Economics, Administration and Accounting (FEA) USP. "Innovation in services are the adjustments that the company implements the product to meet customer needs. And one of the best ways to think of it is in the correct segmentation of the value proposition of the company by monitoring and adjusting the value in use by the customer after the sale, "says the study's author, researcher José Carlos Lima Junior, the Center for Research and Projects in Marketing and Strategy (Markestrat).

The researcher uses as an example the case of mobile phones. At first - as termed by the researcher before the point of contact between the customer and the company - the consumer makes a lot of research on the various existing operators to choose one. Secondly - the point of contact between the company and the customer - the consumer goes to the store operator and this, together with the seller chooses a plan and that are best suited to their needs mobile device. Right now, the product customization and co-creation of value for company and customer interaction occurs.

The third time is when the customer leaves the store and make use of the device -. "After the point of contact" It is from there that gets the value in use. "Innovation in services may happen whenever the value in use is monitored appropriately and marketing company makes the necessary adjustments in the supply of value of the product sold. If the company realize a fault, simply adjust the system itself in the stages of supply and co-creation. So it is with most innovations in services, "he explains.


Model of innovation in services

In his PhD, Junior Lima has developed a model of innovation in services that can be applied to any industry. This model was designed based on the analysis of the advantages and disadvantages of existing models, plus the updated scientific knowledge in several academic institutions in the world, and subsequently adjusted on a case study conducted at the resort Costão in Florianópolis, Santa Catarina. Lima Junior account that this choice was based on the following observation: the hotel has been awarded several times as the best beach resort in Brazil, beating the Northeast.

However, some things intrigued him. The first is that the resort is in the South, where, unlike the northeastern states, there is no sun and warmth all year. The second is that the awards departed both leisure branch as branch events.

"They are two completely different people who have different needs. This is a unique and unusual case and it is justified by innovation in services that the resort implemented, offering personalized treatment for each guest on both segments, "he says. Lima Junior interviewed from the president of resort to operational staff, past directors, managers and supervisors. The aim was to understand how the system worked internal, essential services in the value proposition of the product.

"In Costão this system is divided into 44 individual cells. Each takes care of a specific industry, but who maintain a good interaction with each other to produce and deliver products to customers regarding the different activities, "he explains. Based on this, the researcher developed a management model that can be deployed in any company, seeking innovation in services. "Right now, there are two multinationals interested in learning the model and apply it," informs.

Updated concept

Lima Junior realized that most people have a wrong concept of innovation, always combining the technology or to a technicality only services, such as self-service banks. This complicates the understanding of the possibilities of innovation in services.

He also found a lack in the literature on the subject. "The marketing function is to facilitate the exchange process between two actors, but the consumer of these actors need to have a reality magazine. Most marketing books were thought to have a manufactured product as a central element. Today, the consumer is active in this exchange ratio and the contact points of a company with your customer are the most diverse in a service society "he says.

"The product no longer has appeal for its main function and has become an extension of the consumer himself from the integration of services present in it. However, the way you think the marketing function is not updated to this new reality. Therefore it is necessary to update the management literature in marketing, especially in realizing that the company only offers value in a product and the consumer is responsible for the co-creation of value from the use value that will give the same, "he concludes.

Proposition search of a model of service innovation from the perspective of services marketing, the FEA was defended on 30 April 2014 under the guidance of Professor Ana Akemi Ikeda, the FEA.


Source: Modern Consumer

Our news are taken in full from our partner sites. For this reason, we can not change their content even in cases of typos.

This article was translated by an automatic translation system, and was therefore not reviewed by people.

Important:
The JurisWay site does not interfere in the work provided by doctrine, why only reflect the opinions, ideas and concepts of their authors.


  Subjects list
 
  Copyright (c) 2006-2009. JurisWay - All rights reserved.