Predict customer innovativeness toward Telematics: Via reduced form model from a normative marketing perspective

Abstract

Innovation in both technology and service play a crucial role in enhancing consumers' living standard and companies' growth. Outcomes of Innovation often go premature due to failing to cross the chasm of adoption. Literature in this domain takes the positive perspective to describe and explain the phenomena, however, scarcely provides any solution. This study from a normative marketing perspective proposes a customer knowledge management (CKM) approach to articulate how a company ought to do to tackle the issue. It is done by manipulating various forms of reduced-form model for data mining to acquire customers' response toward innovation and predict their adoption intention. An industrial level case study on Telematics adoption attitude is given to delineate the details of implementation.