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Customer integration and customer value: contingency roles of innovation capabilities and supply chain network complexity

Alexander Otchere Fianko (Department of Procurement and Supply Chain Management, Kumasi Technical University, Kumasi, Ghana and The Regional Transport Research and Education Centre, Kumasi (TRECK), Kwame Nkrumah University of Science and Technology, Kumasi, Ghana)
Dominic Essuman (Center for Applied Research and Innovation in Supply Chain-Africa (CARISCA), Kwame Nkrumah University of Science and Technology, Kumasi, Ghana; The Regional Transport Research and Education Centre, Kumasi (TRECK), Kwame Nkrumah University of Science and Technology, Kumasi, Ghana; Department of Supply Chain and Information System, Kwame Nkrumah University of Science and Technology, Kumasi, Ghana and University of Pretoria’s Gordon Institute of Business Science, Johannesburg, South Africa)
Nathaniel Boso (Center for Applied Research and Innovation in Supply Chain-Africa (CARISCA), Kwame Nkrumah University of Science and Technology, Kumasi, Ghana; The Regional Transport Research and Education Centre, Kumasi (TRECK), Kwame Nkrumah University of Science and Technology, Kumasi, Ghana; Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology, Kumasi, Ghana and University of Pretoria’s Gordon Institute of Business Science, Johannesburg, South Africa)
Abdul Samed Muntaka (Center for Applied Research and Innovation in Supply Chain-Africa (CARISCA), Kwame Nkrumah University of Science and Technology, Kumasi, Ghana; The Regional Transport Research and Education Centre, Kumasi (TRECK), Kwame Nkrumah University of Science and Technology, Kumasi, Ghana and Department of Supply Chain and Information System, Kwame Nkrumah University of Science and Technology, Kumasi, Ghana)

Supply Chain Management

ISSN: 1359-8546

Article publication date: 28 February 2022

Issue publication date: 6 March 2023

1535

Abstract

Purpose

Prior research assumes that customer integration enhances customer value. However, the mechanisms and conditions under which customer integration contributes to customer value are less understood. This study aims to draw insight from the resource-based view (RBV) to conceptualize customer integration as an input resource that triggers product and process innovation capabilities to enhance customer value. The study further draws on the contingent RBV to examine supply chain network complexity (SCNC) conditions under which customer integration contributes to customer value through product and process innovation capabilities.

Design/methodology/approach

This study’s conceptual framework is tested on primary data from 335 firms in Ghana. PROCESS and ordinary least square regression analyses were used to test the study hypotheses. Additional analyses were conducted using structural equation modeling and two-stage least square regression analysis.

Findings

This study finds that, beyond the significant direct positive association between customer integration and customer value, product and process innovation capabilities mediate the association between customer integration and customer value. Evidence further shows that the indirect associations between customer integration and customer value through product and process innovations are strengthened when SCNC increases.

Originality/value

This research validates the presumed relationship between customer integration and customer value and provides theoretical arguments and empirical evidence to demonstrate how process and product innovation capabilities uniquely and in interaction with SCNC transform this relationship.

Keywords

Acknowledgements

This material is supported by the United States Agency for International Development and created by the Center for Applied Research and Innovation in Supply Chain – Africa (CARISCA), a joint project of Arizona State University and Kwame Nkrumah University of Science and Technology under award number 7200AA20CA00010.

Citation

Fianko, A.O., Essuman, D., Boso, N. and Muntaka, A.S. (2023), "Customer integration and customer value: contingency roles of innovation capabilities and supply chain network complexity", Supply Chain Management, Vol. 28 No. 2, pp. 385-404. https://doi.org/10.1108/SCM-12-2020-0626

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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