The effect of customer involvement in new service development process on customer satisfaction: A research on Bursa city residents

The aim of this thesis is to reveal the effect of the citizens (as customers) involvement in new service development process have on their satisfaction. Studies have been made regarding which of the ten new service development stages' dimensions have effect on satisfaction. In case municipalities let citizens (as customers) participate in work for new services it will increase their ability to better understand the requests and needs of citizens and better respond to the changed requests. But it may not be possible to let citizens (as customers) participate on all stages of new service development due to lack of time, sources and reluctance of the citizens to participate. The result of this study will contribute, from the perspective of the citizens (as customers), to suggest which of these dimensions through citizens (as customers) involvement directly effects satisfaction and will thus contribute to utilize municipalities' scarce sources such as time and cost and ensure competitive edge. The work consists of four parts; the first part is about developing new services, the second puts forward conceptual framework for value co-creation and in the third part conceptual explanations and hypotheses related to new servıce development phases are presented. In the last part the relation between variables in the research model is examined. The research model is formed by literature research and the data collected within this framework has been analysed with Structural Equation Model (SEM). The research data has been annalysed using IBM SPSS 23 and SmartPLS 3.2.8 package programmes. While the results of Structural Equation Model (SEM) analyse within the framework of this study shows customer involvement in idea screening, service/process system design, business analyse, pilot run, test marketing, personnel training and cross functional team formation dimensions haven't effect satisfaction; it has been found that customer involvement in strategic planning, idea generation and commercialization dimensions has significant effect on customer satisfaction.