An established business is thinking about introducing a new service and asks current customers for their views of the intended new service. The current customers report that they do not like the new service,primarily because they tend to interpret it from the perspective of the current service. This represent the idea of

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User myopia refers to a situation where customers are unable to envision new services beyond their current experience. In this scenario, current customers have reported that they do not like the new service because they are interpreting it from the perspective of the current service. This suggests that they are not able to see the potential benefits of the new service and are limited by their current view. Therefore, user myopia is the most appropriate concept to describe this situation.

An Established Business Is Thinking About Introducing a New Service