عوامل موثر بر مشارکت مشتری در فرایند توسعه محصول جدید(مورد مطالعه صنایع غذایی استان مازندران)
محورهای موضوعی : مدیریت تولیدخورشید فروغی نیا 1 , علی اکبر جوکار 2 , محمد محمودی میمند 3 , میرزا حسن حسینی 4
1 - دانشگاه پیام نور
2 - دانشگاه پیام نور
3 - دانشگاه پیام نور
4 - دانشگاه پیام نور
کلید واژه: مشارکت مشتری, فرایند توسعه محصولات جدید, صنایع غذایی,
چکیده مقاله :
چکیده تغییرات مداوم محیط کسب وکار شرکت ها را وادار می کند تا به فکر توسعه محصول جدید باشند. برای ارضا نیازهای مشتری، تعامل فعال با مشتری و بصورت خاص تر؛ مشارکت مشتریان در فرایند توسعه محصول ضروری می باشد. هدف تحقیق حاضر شناسایی عوامل موثر بر مشارکت مشتریان در فرایند توسعه محصول جدید در صنایع غذایی استان مازندران می باشد. شش متغیر اثرگذار شامل؛ استراتژی سازمان، ویژگی های محصول جدید، محیط برون سازمانی، ویژگی های سازمان، ویژگی های مشتری و عوامل رابطه ای می باشند. جامعه آماری پژوهش مدیران بخش های مختلف شرکت های صنایع غذایی استان مازندران اعم از تولید، محصول، بازاریابی، برند می باشند. ابزار گردآوری داده ها، پرسشنامه محقق ساخته بوده که برای تحلیل داده ها و بررسی فرضیه از روش مدل سازی معادلات ساختاری (SEM) استفاده شده است. نتایج نشان داد که متغیرهای استراتژی سازمان، ویژگی های سازمان، ویژگی های مشتری و عوامل رابطه ای بر مشارکت مشتری در فرایند توسعه محصول جدید تاثیر گذارند. در حالی که دو متغیر ویژگی محصول و محیط اثر معناداری بر مشارکت مشتری ندارند. بنابراین با توجه به نتایج به دست آمده شرکت های صنایع غذایی می بایست جهت جلب مشارکت بیشتر مشتریان در توسعه محصولات جدید، به تقویت این عوامل توجه ویژه ای داشته باشند .
Constant changes in the business environment compel companies to think about new product development. In order to meet customer needs, active engagement with the customer and, more specifically, customer involvement in the process of developing new product is essential. The purpose of the present research is to identify the effective factors on customer involvement in the process of new product development in the food industry of Mazandaran province. Six effective variables include organizational strategy, new product features, external environment, organizational features, customer attributes, and relationships. The purpose of this research, in the form of applied research and in terms of the implementation of research, is descriptive-causal research. The statistical population of the research is the managers of different parts of the food industry of Mazandaran province, including production, product, marketing, brand, and other parts of the organization. The data gathering tool was a researcher-made questionnaire. In this research, structural equation modeling (SEM) has been used to analyze data and examine the hypothesis. The results showed that the organizational strategy variables, organizational characteristics, customer characteristics and relational factors have a positive and significant effect on customer involvement in the process of new product development. While the two variables of product and environment characteristics have no significant effect on customer involvement. Therefore, according to the results, food industry companies should pay particular attention to strengthening these factors in order to attract more customers to develop new products.
ميرفخرالدينی ،س.ح، و شعباني، آ. (1395). مشاركت مشتري در توسعه محصول جديد، دو فصلنامة علمي پژوهشي كاوشهاي مديريت بازرگاني، شماره 16 ، صص121-140 .
Abdolmalekia, K.,& Ahmadian ,S.(2016).A The relationship between product characteristics, customer and supplier involvement and new product development, Procedia Economics and Finance 36 , 147 – 156.
Allen,N.J,& Meyer,J.P.(1990). The measurement ant antecedents od affective continuance and normative commitment to organization. Journal of Occupational Psychology,63(1),76-87.
Ali Ahmady,A.,Mehranpour,M. &Nikooravesh,A.,(2016). Organization structure. Procedia-Social and Behavioral Science230,455-462.
Auh S., Bell, S., Mcleod, C., & Shih, E. (2007). Co-Production and customer Loyalty in Financial Services. Journal of Retailing ,83(3).
Awwad, A.,& Akroush, D.M.N.(2016). New product development performance success measure: an exploratory research, Euro Med Journal of Business,11(1),2-29
Carbonell, P., Rodrı´guez-Escudero, A.I, & Pujari, J .D.(2009). Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes. Journal of product Innovation Management, 26,536–550.
Chen, J.S., Tsou, H.T.& Ching, R.T.(2011). Co-production and its effect on service innovation. Journal of Industrial Marketing Management, 40,1331-1346.
Colquitt, J.M., Colon, D.E., Yeeng,K.,&Wesson,M.J.(2001). Justic at the millennium: a meta-Analyze review of 25 years of organizational justice research. Journal of Applied Psychology,86(3),524-445.
Crosby,L.A.,Evans,K.R, &Cowles,D.,(1990).Relationship quality in-services selling: an interpersonal influence perspective. Journal of Marketing,54(3).68-81.
Cui,A., & Wu,F. (2016).Utilizing customer knowledge in innovation: antecedents and impact of customer involvement on new product performance. Journal of the Academic Marketing Science, 44,516–538.
Eshima ,Y.,& Anderson,B.(2017).IRM growth, adaptive capability and entrepreneurial orientation, Strategic Management Journal,38, 770-779.
Etgar,M.(2008).A descriptive model of the consumer co-production process. Journal of the Academic Marketing Science,36,97–108.
Feng, T., Zhang , A.D.C.Z.,& Liu, B.(2016). Customer involvement and new product performance: The jointly moderating effects of technological and market newness. Industrial Management & Data Systems, 116:8, 1700-1718.
Fernandes,T., & Remelhe,P.(2016). How to engage customers in co-creation: customer's motivations for collaborative innovation. Journal of Strategic Marketing,24:3/4,311-326.
Filatotchev, I.,Zhongfeng, S.,&Bruton,G.(2016). Market orientation, Growth strategy and firm performance: the moderating effects of external connection, Management and Organization Review,1-27.
Gales, L, & Mansour-Cole, D. (1995). User Involvement in Innovation Projects. Journal of Engineering and Technology Management,12:1–2,77–109.
Garcia,R., &Calantone,R. (2002). A critical look at technological innovation typology and innovativeness terminology: a Literature review. Journal of Product Innovation Management, 19(2),1 10-132.
Griffin,A.,(1997).PDMA research on new product development practices: updating trends and benchmarking best practices. Journal of Product Innovation Management,14(8),429-458.
Hosseini, Mirza Hassan., &Hosseini, V.S. (2013). The impact of co-production on customer loyalty in banking services: a case of Saman Bank. Iranian Journal of Management Studies,6(2),105-129.
Hoyer,W.D., Chandy,R., Dorotic,M., Krafft, M., & Siddharth ,S. (2010). Co creation in New Product Development. Journal of Service Research ,13:3, 283-296.
Covellio,N.E.& Joseph, R.M.(2012). Creating major innovations with customers: insights from small and young technology firms. Journal of Marketing,76(6), 87-104.
Katrien ,V.(2015) .The co-creation experience from the customer perspective: its measurement and determinants. Journal of Service Management, 26(2),.321 – 342.
Khalid, H.M., &Helander, M.G. (2003). Web-based do-it-yourself product design. In the customer centric enterprise,247-266, Springer.
Kimita, K., Sugino, R.,Rossi ,M.& Yoshiki,S.(2016). Framework for analyzing customer involvement in product service systems. Procedia CIRP,47,54-59.
Kohli, A.K& Jaworski, B.J. (1990) Market orientation: the construct, research propositions, and managerial implications. Journal of Marketing 54, 1–18.
Kristensson,P., Matthing,J.,& Johansson,N.(2008). Key strategies for the successful involvement of customers in the co-creation of new technology-based services. International Journal of Service Industry Management ,19:4, 474-491.
Lau, A. (2011). Supplier and customer involvement on new product performance Contextual factors and an empirical test from manufacturer perspective. Journal of Industrial Management & Data Systems,111:6 ,910-942.
Li,Y., Li. Y., & Feng. T. (2015). Effects of suppliers’ trust and commitment on customer involvement. Industrial Management & Data Systems, 115:6, 1041-1066.
Lin,X., & Germain, R.(2004). Antecedents to Customer Involvement in Product Development: Comparing US and Chinese Firms. European Management Journal ,22(2), 244–255.
Morgan, T. (2015). Antecedence, consequence, and boundary conditions of Customer participation in the new product development process. PHD Thesis, Kent State University.
Morgan, R.M., & Hunt, D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 50,20-38.
Narver, J. C., & Slater,S.F.(1990).The effect of marketing orientation on business profitability. Journal of Marketing, 21-35.
Ritter, T., & Walter, A.(2003). Relationship-Specific antecedents of customer involvement in new product development. International Journal Management 26:5/6,482-498.
Sheikh, M.A., Awan,H. , Sup, .J., &Chain,. Mgt. (2013). Barriers to c customer integration into new product development process: a case of apparel industry in Pakistan,2:2,60-69.
Sigala, M. (2012). Social networks and customer involvement in new service development (NSD). International Journal of Contemporary Hospitality Management,24:7, 966-990.
Slot, J. H. (2013). Crossing boundaries: Involving external parties in innovation Tilburg: Center, Center for Economic Research, Tilburg university.
Svendsen, M.F., Haugland, S.,Gronhaug,K. &Hammervoll,T (2011).Marketing strategy and customer involvement in product development. European Journal of Marketing,45(4),513-530.
Tih,S., Wong,K-K., Lyn,G.,& Reilly,R.R.,(2016), Prototyping, Customer involvement, and speed of information dissemination in new product success, Journal of Business &Industrial Marketing, 31(4).
Tsai,K.H., &Yang,S.Y.(2014). The contingent value of firm innovativeness for business performance under environmental turbulence. International Entrepreneurship and Management Journal, 10,343-366.
Von Hippel, E. (2005), Democratizing Innovation, The MIT Press, Cambridge, MA.
Walter, A. (2003). The influence of adaptation, trust and commitment on value creating functions of customer relationship. Journal of Business & Industrial Marketing,18:415, 353-365.
