提高新服务开发的有效性：客户参与的作用以及授权和满意度的调节作用

IF 3.6 Q2 MANAGEMENT International Journal of Productivity and Performance Management Pub Date : 2024-09-18 DOI:10.1108/ijppm-11-2022-0596

Mehran Kamali, Hadi Zarea, Mathew Parackal, Zhan Su

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引用次数: 0

摘要

目的本文旨在通过研究客户授权（CE）和客户满意度（CS）的调节作用，探讨客户参与（CP）在新服务开发（NSD）有效性中的作用。本研究采用定量方法调查了 CP 在新服务开发不同阶段的影响。数据通过在线调查问卷收集。研究结果该模型证实，在创意产生和商业化阶段，CE 对 NSD 的有效性有影响，但在开发阶段没有影响。授权和客户满意度对 NSD 的三个阶段没有间接影响，但有直接影响。结果表明，CP、CS 和 CE 并不总是直接或间接影响新服务的开发。因此，为了设计新的服务开发项目，媒体新闻公司需要确定用户的合作程度。研究局限/意义由于缺乏客观数据，尤其是公司业绩方面的数据，研究人员不得不使用问卷调查来分析 NSD 的有效性。另一个局限是，报纸用户回答问卷会产生 "共同方法变异"。另一个限制因素是报纸用户回答问卷时产生的 "共同方法差异"。原创性/价值本文是对研究新服务开发如何才能成功和有效的需求的回应。

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Enhancing new service development effectiveness: the role of customer participation and the moderating effects of empowerment and satisfaction

Purpose

The purpose of this paper is to investigate the role of Customer Participation (CP) in the effectiveness of New Service Development (NSD) by examining the moderating roles of Customer Empowerment (CE) and Customer Satisfaction (CS). The research reduces the risk of failure of the NSD process and/or improves the NSD processes used by companies through the consideration of the results in the practical dimension.

Design/methodology/approach

This study investigates the effects of CP at different stages of NSD using a quantitative approach. Data were collected through an online survey questionnaire. Smart PLS was used to analyse the data collected from 509 newsreaders and users of the news agency’s application.

Findings

The model confirmed that CE has an impact on the effectiveness of NSD in the idea generation and commercialization stages, but not in the development stage. Empowerment and customer satisfaction did not influence the three stages of NSD indirectly but directly. The results show that CP, CS and CE do not always have a direct or indirect effect on the development of new services. Therefore, in order to design new service development projects, media news companies need to determine the level of user cooperation.

Research limitations/implications

The lack of objective data, especially on company performance, forces researchers to use questionnaires to analyse NSD effectiveness. Another limitation is that newspaper users answered the questionnaires, which creates “common method variance.”

Practical implications

Researchers on NSD effectiveness must use questionnaires due to a lack of objective data, especially on company performance. Another limitation is “common method variance” from newspaper users answering questionnaires.

Originality/value

This paper is a response to a perceived need for an examination of how new service development can be successful and effective.

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来源期刊

International Journal of Productivity and Performance Management MANAGEMENT-

CiteScore

7.90

自引率

9.70%

发文量

期刊介绍： ■Organisational design and methods ■Performance management ■Performance measurement tools and techniques ■Process analysis, engineering and re-engineering ■Quality and business excellence management Articles can address these topics theoretically or empirically through either a descriptive or critical approach. The co-Editors support articles that significantly bring new knowledge to the area both for academics and practitioners. The material for publication in IJPPM should be written in a manner which makes it accessible to its entire wide-ranging readership. Submissions of highly technical or mathematically-oriented papers are discouraged.