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The impact of customer knowledge management, TQM and marketing capabilities on product innovation performance of Malaysian SMEs: an empirical study

Maha Mohammed Yusr (Marketing Department, Universiti Utara Malaysia, Sintok, Malaysia)
Sany Sanuri Mohd Mokhtar (Marketing Department, Universiti Utara Malaysia, Sintok, Malaysia)
Selvan Perumal (Marketing Department, Universiti Utara Malaysia, Sintok, Malaysia)
Maruf Gbadebo Salimon (Marketing Department, Universiti Utara Malaysia, Sintok, Malaysia)

International Journal of Innovation Science

ISSN: 1757-2223

Article publication date: 24 October 2021

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Abstract

Purpose

Several strategies and processes can help companies to enhance the success rate of new products. This study aims to identify a few strategies for that purpose represented by total quality management (TQM) practices, building knowledge and capabilities. Moreover, the current paper discusses the role of applying TQM practices and customer knowledge management in developing the marketing capabilities of the organizations.

Design/methodology/approach

This study is a quantitative approach where the data collected from 141 manufacturing small and medium enterprises operating in Malaysia and partial least squares technique was used to test the hypotheses.

Findings

The findings of this study highly support all the proposed hypotheses and establish marketing capabilities as a facilitator in the relationship between TQM practices, customer knowledge management and product innovation performance. However, customer knowledge management and TQM were found not to have an impact on product innovation performance.

Originality/value

The introduced model contributes to enhancing the understanding of the impact of customer knowledge on the success of product innovation performance. The model further includes TQM as a process that helps the organization get customer satisfaction information. The incorporation of these two processes will support the organization’s capabilities in the innovation field.

Keywords

Acknowledgements

The authors acknowledge the Research and Innovation Management Centre (RIMC UUM) for providing supporting letter to collect the data.

Citation

Yusr, M.M., Mokhtar, S.S.M., Perumal, S. and Salimon, M.G. (2021), "The impact of customer knowledge management, TQM and marketing capabilities on product innovation performance of Malaysian SMEs: an empirical study", International Journal of Innovation Science, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJIS-03-2021-0053

Publisher

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Emerald Publishing Limited

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