THE IMPACT OF CUSTOMER CO-CREATION ON PRODUCT DEVELOPMENT
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THE IMPACT OF CUSTOMER CO-CREATION ON PRODUCT DEVELOPMENT
This study examined the impact of customer co-creation on product development, with objectives to evaluate how co-creation enhances product features, assess its effect on customer satisfaction, and analyze its role in innovation. A survey research design was employed to gather comprehensive data from a broad sample, providing detailed insights. Using Taro Yamane’s formula, a sample size of 350 respondents was derived from the fashion industry in Lagos. The reliability coefficient score for the survey was 0.89, indicating strong reliability. Findings indicated that customer co-creation significantly enhances product features, satisfaction, and innovation. Recommendations include incorporating customer co-creation into product development processes to drive satisfaction, innovation, and market success.
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