The Effect of Customer Involvement on Product Innovation Performance, with the Mediating Role of Customer Online Knowledge Contribution and the Moderating Role of Customer Online Community Affiliation (Case Study: Zarin Iran Porcelain Industries)
Abstract
The purpose of this study is to evaluating the effect of customer involvement on product innovation performance, with the mediating role of customer online knowledge contribution and the moderating role of customer online community affiliation. The research method is applied in terms of purpose and in terms of collecting data, descriptive survey. The population of this study is the zarin iran porcelain industries customers. For this purpose, with using Cochran formula, 420 questionnaires were distributed between the statistical sample and 391 questionnaires was gathered. The data collection tool was a questionnaire whose reliability was calculated as 0.83 using Cronbach's alpha coefficient. The validity of the research instrument was confirmed by confirmatory factor analysis technique. Structural equation modeling method was also used for data analysis. The results of the research showed that customer involvement have the effect on product innovation performance, with the mediating role of customer online knowledge contribution and the moderating role of customer online community affiliation.
Keywords
Full Text:
PDFReferences
Abrell, T., Pihlajamaa, M., Kanto, L., VomBrocke, J., Uebernickel, F., (2016). The role of users and customers in digital innovation: insights from B2B manufacturing firms. Inf. Manag. 53 (3), 324–335.
Ahmadizad, Arman, Kafeche, & Rostami. (2021). Implications of customer involvement in order to create new products in the tourism industry. Tourism and Development, 10(3), 229 245.
AlgeXuemei Xie mer, R., Dholakia, U.M., Herrmann, A., 2015. The social influence of brand community: evidence from European carclubs. J. Market. 69 (3), 19---34.
Anning-Dorson, T. (2018). Customer involvement capability and service firm performance: The mediating role of innovation. Journal of Business Research, 86, 269-280.
Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer involvement in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of marketing, 74(3), 48-64.
Greenberg P (2018) CRM at the Speed of Light: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers. New York: McGraw-Hill Professional.
Irani, M. A., bin Tan, T. S. M. Z., & Ghazali, S. M. (2019). Role of customer knowledge in developing new products and services. In Engineering Technology and Technopreneuship (ICE2T), 4th International Conference on (pp. 6-9). IEEE.
Ismailpour, Dostar, Tahirparvar, & Nastern. (2016). Customer knowledge management and its role in continuous innovation and superior performance (case study: private banks in Gilan province). Business Management, 8(1), 1 28.
Jajja, M. S. S., Kannan, V. R., Brah, S. A., & Hassan, S. Z. (2017). Linkages between firm innovation strategy, suppliers, product innovation, and business performance: Insights from resource dependence theory. International Journal of Operations & Production Management, 37(8), 1054-1075.
Karehi, Naderi Bani, Mahmoud, Al-Hosseini al-Madrsi, & Sadeghi. (2021). Analyzing the moderating role of temporal style congruence on the relationship between customer involvement and idea-to-product time in industrial marketing. Modern Marketing Research, 11(2), 198 169.
Kohtamaki M, Partanen J, Parida V, et al. (2023) Non-linear relationship between industrial service offering and sales growth: The moderating role of network capabilities. Industrial Marketing Management 42(8): 1374–1385.
Mahr D, Lievens A and Blazevic V (2024) The value of customer cocreated knowledge during the innovation process. Journal of Product Innovation Management 31: 599–615.
Michaelidou N, Siamagka N and Christodoulides G (2021) Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management 40(7): 1153–1159.
Mirfakhredini, Seyed Haider, Safari, Khalil, Shabani, & Akram. (2017). Investigating the impact of customer involvement in new product development in Yazd tile and ceramic industries. Industrial Technology Development Quarterly, 15(30), 37 46
Morgan, T., Obal, M., & Anokhin, S. (2018). Customer involvement and new product performance: Towards the understanding of the mechanisms and key contingencies. Research Policy, 47(2), 498-510.
Najafi-Tavani, S., Zaefarian, G., Robson, M. J., Naude, P., & Abbasi, F. (2022). When customer involvement hinders/promotes product innovation performance: The concurrent effect of relationship quality and role ambiguity. Journal of Business Research, 145, 130-143.
Saldanha T, Mithas S and Krishnan M (2017) Leveraging customer involvement for fueling innovation: The role of relational and analytical information processing capabilities. MIS Quarterly 41(1): 367–396.
Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48-59.
Vashkainejad Sayed Sadaf, Ibrahim Pourazbari Mostafi, and Dostar Mohammad. The model of promoting the success of new product development based on the ability of customer participation, absorbing customer knowledge and resource gaps (case study: knowledge-based companies of Rasht city)
Veryzer, R.W., Borja de Mozota, B., 2005. The impact of user-oriented design on new product development: an examination of fundamental relationships. J. Prod. Innovat. Manag. 22 (2), 128–143.
Vesalainen J and Hakala H (2024) Strategic capability architecture: The role of network capability. Industrial Marketing Management 43(6): 938–950.
Wang, C., Hu, Q., 2023. Knowledge sharing in supply chain networks: effects of collaborative innovation activities and capability on innovation performance. Technovation 94, 102-110.
Wang, Yu, Jiacong Wua, b, Ru Zhanga, b, Cheng Lia (2023). The Construction of ‘User-Knowledge-Product’ Co-creation Knowledge Cyberspace Served for Product Innovation, 11th CIRP Conference on Industrial Product-Service Systems.
Xie, X., Wang, L., & Zhang, T. (2023). Involving online community customers in product innovation: The double-edged sword effect. Technovation, 123, 102687.
Zhang, Z., Zhang, Z., Yang, Y., (2016). The power of expert iden-tity: how website-recognized expert reviews influence travelers ‘online rating behavior. Tourism Manag. 55, 15-24.
DOI: http://dx.doi.org/10.18415/ijmmu.v11i8.6042
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 International Journal of Multicultural and Multireligious Understanding
![Creative Commons License](http://i.creativecommons.org/l/by-nc-nd/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
https://ijmmu.com
editor@ijmmu.com
facebook.com/ijmmu
Copyright © 2014-2018 IJMMU. All rights reserved.