تأثیر بکارگیری دانش مشتری در نوآوری و کارآیی محصول جدید (مورد مطالعه: شرکت نرم‌افزاری سماسامانه)

محورهای موضوعی : مدیریت بازاریابی

فرانک خدایاری ¹ (استادیار، گروه مدیریت بازرگانی، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران)
بهزاد خانجانی ² (کارشناسی ارشد مدیریت بازرگانی، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران)

تاریخ دریافت : 1400/08/23 تاریخ پذیرش : 1401/01/15 تاریخ انتشار : 1401/07/01

کلید واژه: توسعه محصول جدید, مشارکت مشتری, درگیری مشتری, استراتژی مدیریت دانش, مدیریت دانش مشتری, کارآیی محصول جدید,

چکیده مقاله :

هدف از پژوهش حاضر چگونگی تأثیر بکارگیری دانش مشتری در نوآوری و کارآیی محصول جدید می‌باشد. روش پژوهش بر حسب هدف کاربردی و بر اساس نحوه جمع‌آوری داده‌ها، توصیفی- پیمایشی است. جامعه آماری، کارکنان شرکت‌های عضو هلدینگ سماسامانه بوده که تعداد 90 نفر از آنان بصورت تصادفی ساده انتخاب شدند. در این پژوهش از پرسش‌نامه استاندارد استفاده شده که روایی و پایایی آن مورد تأیید قرار گرفته است. نتایج نشان دادند مدل ارائه شده می‌تواند در حد قوی و با ضریب 80% متغیر کارآیی محصول جدید را پیش‌بینی کند. ماهیت دانش مشتری بر نوع درگیری مشتری در فرایند توسعه محصول جدید تأثیر دارد. در این مدل سه نوع درگیری مشتری (مشتری به عنوان منبع اطلاعات، مشتری به عنوان همکار نوآور و مشتری به عنوان نوآور) از هم تفکیک شد و نتایج نشان دادند که نوع درگیری مشتری بر کارایی توسعه محصول جدید تأثیر دارد.

چکیده انگلیسی:

In this paper, we have studied the impact of utilizing the customer knowledge on the innovation and new products’ performance in Sama Samaneh Software Co. Theoretical foundations and similar researches’ literature was reviewed to design a research model. Three types of customer engagement are identified (customer as the information source, customer as the innovative colleague, and customer as innovative) and their correlation with other variables are proposed as the main hypotheses. Ninety Sama Samaneh holding employees and managers were randomly chosen for the descriptive survey method. A questionnaire consisting of seven-level Likert scale closed questions was designed to measure the main variables. Validity and reliability of the questionnaire was measured as very good, and the data was analyzed using SPSS and PLS software. The results show that the proposed model can predict the performance of new products in 80% of the cases. They also show that the nature of customer’s knowledge impacts their type of engagement in developing new products, and the performance of new product development relies on customer’s engagement type. 

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