engleski

THE POTENTIAL OF IMPLICIT ASSOCIATION TEST FOR RESEARCHING LATENT CUSTOMER NEEDS

Purpose- The purpose of this paper is to re- conceptualize latent customer needs in the light of new implicit association test methodology and compare it to previous views of quality and innovation. Design/methodology/approach- An overview on latent customer needs through the lenses of quality and innovation is provided. Consequently, an assessment of the potential use of implicit association test for detecting latent customer needs is performed. Findings- The work identifies implicit association test as an ideal tool for identifying latent customer needs. These needs can then be used as input for both quality methodology (Kano model) and innovation methodology (customer co- creation). Research limitations/implications- Further research trough qualitative and quantitative methodology is needed. Originality/value- This paper compares and proposes integration between quality and innovation view on latent customer needs. Proposing a new methodology previously used in other areas (psychology) represent a starting point for further research aimed at analyzing the mechanisms underlying latent customer needs. This methodology and its applications can further strengthen the view of quality and innovation as two supportive and complementary areas.

Latent customer needs ; Kano model ; Customer co-creation ; Implicit Association Test (IAT)

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