تأثیر مشارکت مشتری بر توسعه محصول جدید: نقش میانجی پیامدهای بازار

نویسندگان

1 دانش اموخته کارشناسی ارشد دانشگاه یزد

2 دانشجوی دکتری مدیریت صنعتی دانشگاه علامه طباطبائی

3 دانشیار دانشکده ی مدیریت دانشگاه یزد

4 مربی دانشگاه پیام نور

چکیده

تغییرات مداوم در نیازهای مشتریان و رونق اقتصادی در کسب‌وکارهای رقابتی شرکت‌ها را وامی‌دارد که به توسعه محصول جدید اندیشه کنند. هدف از توسعه محصول جدید پاسخ به نیازهای مشتریان، سازگاری با شرایط کسب‌وکار، مقابله باسیاست‌های رقبا و افزایش رضایت مشتری است. هدف این پژوهش، مطالعه نقش مشارکت مشتری در توسعه محصول جدید در صنایع کاشی و سرامیک یزد است. جامعه آماری این پژوهش از میان مدیران، عرضه‌کنندگان و فروشندگان (عمده‌فروشان و خرده‌فروشان) و مشتریان صنایع کاشی و سرامیک یزد به‌صورت قضاوتی انتخاب‌شده‌اند. ابزار گردآوری داده­ها، پرسشنامه محقق ساخته بوده و برای تحلیل داده­ها و بررسی فرضیه­ها از روش مدل‌سازی معادلات ساختاری (SEM) به روش حداقل مربعات جزئی (PLS) استفاده‌شده. یافته‌های تحقیق نشان می­دهد که متغیرهای تمایز محصول، جهت‌گیری رقیب، اهمیت مشخصات برند تأثیر مثبت و معناداری بر مشارکت مشتری دارد و رابطه مشارکت مشتری و توسعه محصول جدید مثبت و معنادار می‌باشد. همچنین متغیر پیامدهای بازار به‌عنوان متغیر میانجی رابطه بین مشارکت مشتری و توسعه محصول جدید را به میزان 50% تحت تأثیر قرار می‌دهد. دیگر نتایج بیانگر این نکته است که صنایع کاشی و سرامیک می‌توانند با تعامل بیشتر با مشتریان و در نظر گرفتن اطلاعات، ایده، نظرات و نیازهای آنان، رضایت مشتریان را افزایش و موفقیت خود را در بازار با تولید محصولات رقابتی و کسب سود بیشتر تضمین کنند.

کلیدواژه‌ها


عنوان مقاله [English]

en

نویسندگان [English]

  • Akram Shaabani 1
  • Soleyman Mansouri Mohammad Abadi 2
  • Seyyed Heydar Mir Fakhr Oddini 3
  • Khalil Safari 4
چکیده [English]

The changes’ in requirements of users in competition business and economic prosperity leads into the execution of new product development of companies. The aim of new product development is responding the needs of customers, consistency with market conditions, customers’ satisfaction and coping up with competitors’ policies. The purpose of this study was to evaluate the effect and importance of customer involvement in new product development. The conceptual model and hypotheses had been determined according to researchers' studies and observations. In this survey- solidarity and cross sectional sampling were selected for considering the judgment of 150 managers, suppliers; and sellers (wholesalers and retailers) and customers in Yazd tile and ceramic industry. The data has been gathered by a questionnaire and the structural equation modeling (SEM) and partial least squares (PLS).The results showed that the variables Product differentiation, competitor orientation, brand profiling emphasis and internal coordination is significant and positive impact on customer involvement. And relationship customer involvement and new product development is positive and significant; as well as variable market outcomes as a mediator the influence of relationship between customer involvement and new product development.

کلیدواژه‌ها [English]

  • Customer Involvement
  • New product development
  • Market outcomes
  • Structural equation modeling
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