Service Provider - Customer Interactions: Key toSuccess of Innovative Services

The majority of service providers have recognized the need to develop innovative services thatmeet sophisticated customer needs on time. Because of structural changes in the market, risingcosts and shorter lifecycles of services and technologies this has become a more demanding taskthan ever before. Most of the existing research focuses on the development of products ratherthan services. However, research in service related innovation activities is highly rewarding, asthe service market is about to become a dominant factor of economic development.The objective of this paper is to provide an overview of the current state of interaction researchwith special focus on service marketing and service purchasing processes. A short presentationof the most important theoretical results and findings from..