Customer Involvement Essay

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Consumer involvement can be known as a strategy that a company adopts and if it does so, it has to combine all its functions to enable the functionality of the strategy. “Involvement with product has been hypothesized to that it leads a greater insight of attribute differences, greater product importance, and greater commitment to brand choice” (As said by Howard and Sheth, 1969). It can be concluded from this statement that involvement enables the consumers to create a differentiation in their minds as they feel linked to product and ultimately it holds importance near them eventually resulting in commitment and loyalty.
Customer involvement is a basic tool that leads to success. Many inspired and those organizations which are mainly based …show more content…
Similarly Involvement in marketing and sales is not behind such as mobile companies let customers browse features of mobile phones before making their purchase decision, interactive advertisements are being designed now days such as BMW created an outdoor ad where customers could step on an accelerator made on the floor and hear the sound of …show more content…
Customer involvement in new product development.European Journal of Innovation Management, Vol. 8 Iss 4 pp. 424 - 436
Mello, S. (2001), Right process, right product.Research Technology Management, Vol. 44 No. 1, pp. 1-11.
Kaulio, M.A. (1998), Customer, consumer and user involvement in product development: a framework and a review of selected methods.Total Quality Management, Vol. 9 No. 1, pp. 141-9.
Hanna, N., Ayers, D.J., Ridnour, R.E. and Gordon, G.L. (1995), New product development practices in consumer versus business products organizations. Journal of Product & Brand Management, Vol. 4 No. 1, pp. 33-55.
Keiningham, Timothy, Sunil Gupta, LerzanAksoy, and Alexander Buoye (2014). "The High Price of Customer Satisfaction." MIT Sloan Management Review 55, no. 3
Howard, John A. and Jagdish N. Sheth (1969) The theory of buyer behavior. New York: John Wiley.
Hupfer, Nancy and Gardner D. (1971) Differential involvement with products and issues: An Exploratory Study. Association for Consumer Research, pp.262-269
Judith L. Zaichkowsky (2001) Measuring the involvement construct. Journal of consumer research, 43(12), pp. 342-343
Oliver, R. (1980) A cognitive model of the antecedents and consequences of satisfaction decisions.Journal of Marketing Research, Vol. 17,

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