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dc.contributor.authorKamruzzaman, Md
dc.description.abstractThis study has shown that dissatisfied customers generate better ideas about service innovation than satisfied customers, and that involving defectors in the process of generating ideas can yield the most innovative ideas. The EBS consists of an online newsletter board, in which visitors engage openly in the host company's idea building process. Hotels and service companies, in general, can use the electronic brainstorming to recognize creative potential users, be they defectors or clients, and can encourage them to take part in the creation of innovations, while offering a way to recognize them and reward them. The innovators share one common feature, all of them were so disappointed with their experience that they wanted to build their own hotel or restaurant to fulfill their unmet requirements. They are motivated by variety seeking tendencies. The study shows that the most likely best solutions are in the minds of today's and past dissatisfied customers, often referred to as service defectors and they bring creative business innovations on the marketen
dc.publisherVirginia Techen
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.subjectservice innovationen
dc.subjectinnovation orientationen
dc.subjectinnovative usersen
dc.titleUsing Dissatisfied Customers as a Source for Innovative Service Ideas [Summary]en

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Creative Commons Attribution 4.0 International
License: Creative Commons Attribution 4.0 International