A Study of The Effect of Customer Co‐creation on Product Success

• Main Authors: CHEN,KUAN-HUA, 陳冠樺
• Other Authors: FANG, WEN-CHANG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/50723574507865265614

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 104 === Customer co-creation is becoming key development scheme of new products or services more and more popular among commercial companies. The intensive communication with customers is one of determinants on the success of a new service or product. How can commercial companies reduce cost to communicate with customers under accurate segments? How are products and customers interactive in more dimensions? How can we collect customer opinions for further analysis? How can we understand customer requirements for quicker response? How can we create significant value from co-creation? The study is to research customer co-creation based on four dimensions of communication, frequency, direction, modality, and content. That’s to identify whether there are the significant effects on product and market success and new product development. The communication models of customer co-creation are to help companies to identify and to define the new product specifications to meet customer’s requirements and the market directions through the interactions among stakeholders. And, those are to help companies to reduce opportunity cost and investment risk of new products.