Co-creating Experience in Engaging Customers with Product Development: A Case Study of Hair Products

Abstract

Today, despite consumers having more product and service choices than ever before, they seem dissatisfied. Firms invest in greater varieties of products but are less able to differentiate themselves. Growth and value creation have become the dominant themes for managers (Prahalad and Ramaswany 2004). Breaking through the status quo, bringing creativity to new products that are more relevant to the market, both to online and offline networks, the users are no longer merely the recipients of value, but have become participants who are capable of creating value, breaking the traditional communication model. The experience of co-creating, sharing, is the beginning of creativity, and the real source of creativity is “relationship”. Under this assumption, this research aims to investigate the product development of co-creation with customers. This study takes the development of hair growth products as an example. In order to achieve this goal, this research combines brand literature with research surveys and analyzes it by incorporating a customer co-creation experience, customer brand engagement, and customer satisfaction into the market research. The research is a comprehensive research model that integrates customer feedback into the co-creation experience, customer participation in brand product development, customer satisfaction, and the commercial value of the product.