دانلود رایگان مقاله لاتین تجربه مشتری مورد اعتبار وفاداری از سایت الزویر
عنوان فارسی مقاله:
تاثیر قابلیت نوآوری و تجربه مشتری در مورد اعتبار و وفاداری
عنوان انگلیسی مقاله:
Influence of innovation capability and customer experience on reputation and loyalty
سال انتشار : 2016
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2. Theoretical background and conceptual model
Practitioners consider innovation as a tool to improve the avenues of growth available to their company, and use branding to survive the competition they face in the marketplace (Gupta & Malhotra, 2013). Innovation as a process goes through various stages, starting with the discovery of an idea, the creation of its blueprint, and the production of beta versions for its application, and concluding with the implementation of the idea (Kyffin & Gardien, 2009). The academic literature explains innovation as an approach to creating an appropriate, simple, and flexible business model, which can serve the interests of managers or consumers in a competitive market (Abernathy & Utterback, 1978; Darroch & McNaughton, 2002; Han, Kim, & Srivastava, 1998). Previous marketing studies reflect on the confidence that branding can provide to consumers in the innovation, and highlight collaborations as an innovative route that managers use to access the market (Gupta & Malhotra, 2013). The scope and size of the innovation value in each consumer segment or manager depends upon the use of technology as the base of innovation (Gupta & Malhotra, 2013). The success of an innovative product depends on the managers' ability to match the value that consumers seek from the service with the incentives that the company receives from offering an innovation (Lengnick-Hall, 1992). The nonavailability of consumer or market-related information to managers and of brand-related information to consumers makes companies commit and invest in resources (Hunt, 1999). Simultaneously, the returns of such investments depend upon the freedom that the company gives customers to use the technology, or the customers' experience according to their demographic features (Dennis et al., 2014). Technology plays an important role in facilitating the commercialization of innovations, which have the potential of transforming underdeveloped markets into high-potential business markets (Gupta & Malhotra, 2013). When technology is the driver of both internal and external innovation, brand-based marketing leads the way to the commercialization of innovation (Gupta & Malhotra, 2013). This phenomenon can appear in the introduction of technology-based innovative services—like Google's search engines or Facebook's social networking—into global markets (Adner & Kapoor, 2010). Brands offering innovative services are able to take up activities like the identification of the target market, thus matching customers' needs with the product, facilitating the creation of product knowledge in the consumer segment, and connecting with the larger set of stakeholders to address their social issues (Gupta & Malhotra, 2013). Technology enhances the capability of a firm to gain insights into the experiences of its consumers, and supports the efficient fulfillment of stakeholders' expectations (Gupta & Malhotra, 2013). A fresh approach to the incorporation of technology-based changes in the communication processes can lead managers to design services that are innovative for consumers and simultaneously appropriate for a brand. These communications tools, such as mobile telephones, the Internet, and social media, can be useful for managers, contributing to the creation of unique marketing plans and innovatively combining consumers' tastes, cultural values, and societal pressures. Customers' experiences in the current market scenario depend upon the company's capability to use technology (Foroudi et al., 2014). Simultaneously, customer experience has the capability to affect the reputation of the company (Frow & Payne, 2007). Foroudi et al. (2014) explain the connection between reputation—the collective judgments of observers—and the holistic evaluation of a corporation over time. In turn, Chun (2005) discusses the positive effect of reputation on customer's loyalty and stakeholder's perceptions. This research underpins the social and technical aspects of sociotechnical system theory: (1) technical innovation capability (developing new services, service operations, and technology), and (2) nontechnical innovation capability (managerial, market, and marketing) (Ngo & O'Cass, 2013). This article aims to recognize the value these capabilities can create for different features of customer's demographics, like the paying capacity of customers to buy branded products. This recognition is necessary because the literature does not often consider branding from the viewpoint of the customer who is less well off but still wants to buy branded products or services. Researchers find that brand managers serve this segment with similar quality but with lower quantity and different packaging (Gupta & Malhotra, 2013). However, the literature does not examine the use of innovative business ideas and marketing practices to address the influence on the company's reputation and customer loyalty of the demographically complex customer segments, like those with high or low education, and according to their age, gender, or occupation. Fig. 1 shows the conceptual framework of this research.
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کلمات کلیدی:
The relationship between innovation capability and performance: The ... www.emeraldinsight.com/doi/pdf/10.1108/IJPPM-04-2013-0065 by M Saunila - 2014 - Cited by 39 - Related articles The relationship between innovation capability and performance : The moderating effect of measurement. Article Options and Tools ... Influence of innovation capability and customer experience - SlideShare https://www.slideshare.net/.../influence-of-innovation-capability-and-customer-experi... Jun 8, 2016 - Influence of innovation capability and customer experience on reputation and loyalty☆ Pantea Foroudi a, ⁎, Zhongqi Jin a , Suraksha Gupta b ... CAPABILITIES, INNOVATION, AND OVERALL PERFORMANCE IN ... www.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712015000300076 by JEDEO CABRAL - 2015 - Cited by 3 - Related articles As a result, we found support for the assumptions that exploitation capabilities influence product innovation and overall performance, whereas exploration ... [PDF]Knowledge sharing and firm innovation capability: an empirical study mapule276883.pbworks.com/.../Knowledgs%20sharing%20and%20firm%20inniovati... by HF Lin - 2007 - Cited by 873 - Related articles Purpose – The study sets out to examine the influence of individual factors (enjoyment in ... collect knowledge enable the firm to improve innovation capability. [PDF]The Impact of Knowledge Sharing on Innovation Capability in United ... https://waset.org/.../the-impact-of-knowledge-sharing-on-innovation-capability-in-uni... by S Abdallah - Cited by 2 - Related articles relationship between knowledge sharing and innovation capability, by examining the influence of individual, organizational and technological factors on ... [PDF]Knowledge sharing, absorptive capacity, and innovation capability: an ... citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.93.3663&rep=rep1...pdf by S Liao - 2007 - Cited by 389 - Related articles Mar 23, 2007 - It also shows that knowledge sharing has a positive effect on absorptive ... innovation capability in Taiwan's knowledge intensive industries. Searches related to influence of innovation capability sci-hub google scholar
