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Article
Publication date: 3 August 2022

Constantin Bratianu, Dan Florin Stănescu and Rares Mocanu

The purpose of the present research is to introduce a combined framework that integrates innovative work behavior, product innovation process and customer knowledge

Abstract

Purpose

The purpose of the present research is to introduce a combined framework that integrates innovative work behavior, product innovation process and customer knowledge management; then, to explore the mediating effect of customer knowledge management in the relationship between innovative work behavior and the product innovation process.

Design/methodology/approach

The basis for the present research is a cross-sectional design. Data collection from 154 employees occurred using the following structured questionnaires: Customer Knowledge Management (CKM), Innovative Work Behavior (IWB) and Product Innovation Process (PIP). Data processing used SPSS version 26.0, including the PROCESS (3.5) macro analysis.

Findings

The results show positive relationships between innovative work behavior and the product innovation process (r = 0.420, p < 0.01). Pearson's correlation shows a coefficient of 0.42, meaning that 42% of the variations in perceived product innovation are due to variations in innovative work behavior. The second condition of the mediation test involved testing the relationship between the independent variable (Innovative Work Behavior) and the mediating variable (Knowledge Management) and showed a significant relationship (r = 0.272, p < 0.01). The findings suggested that knowledge management that other determinants supported, such as collaboration in idea exploration, idea championing and encouragement of participation in idea implementation, significantly contributed to the product innovation process (r = 0.509, p < 0.01). The bootstrapping method confirmed that innovative work behavior supports product innovation through the mediation of customer knowledge management (z = 3.01, p = 0.002).

Research limitations/implications

The cross-sectional design, along with the relatively low number of participants and the self-reporting nature of the questionnaires, represent the current study's main limitations. Developing the research model could integrate new variables, such as customer co-creation processes, performance-based compensation, employee citizenship activities and transformational leadership.

Practical implications

This research has both theoretical and practical implications. These emphasize the importance of further investigation into the factors influencing companies' innovation processes. They also provide managers with a means of finding a fit between the deployment of customer knowledge mechanisms and the achievement of innovative workplace behavior, to improve innovation process efficiency.

Originality/value

The current study broadens the empirical research area of customer knowledge management and its impact on both innovative work behavior and the product innovation process, particularly in knowledge-intensive market scenarios that require organizations to be innovative.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 8 February 2022

Yaw Agyabeng-Mensah, Ebenezer Afum and Charles Baah

The growing relevance of environmental sustainability calls for identification of factors that contribute to green innovation and build green corporate reputation…

Abstract

Purpose

The growing relevance of environmental sustainability calls for identification of factors that contribute to green innovation and build green corporate reputation. Drawing on the resource-based view theory, this study aims to explore the influence of green logistics knowledge, green customer knowledge, green supplier knowledge, green competitor knowledge, non-supply chain learning on green innovation and green corporate reputation.

Design/methodology/approach

This study adopts the quantitative research method where questionnaire is used to gather data from managers of the sampled 208 small and medium enterprises (SMEs). The structural equation modelling is used to analyse the survey data and test the proposed hypotheses.

Findings

The findings reveal that non-supply chain learning, green customer knowledge and green competitor knowledge have both direct and indirect impact on green innovation and green corporate reputation. However, green supplier knowledge and green logistics knowledge directly impact green innovation but indirectly impact green corporate reputation through green innovation.

Originality/value

Despite the growing literature exploring the relationship between learning, innovation and reputation, their literature in emerging economies remains underdeveloped. This study provides empirical evidence to confirm the role of non-supply chain learning and green supply chain knowledge in building green corporate reputation and developing green innovation of SMEs in an emerging economy.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 14 March 2022

Xiaochi Sun, Andreas Benedikt Eisingerich, Thomas Foscht, Xuebin Cui and Judith Schloffer

Customers often want to learn about a product/service, and companies can benefit from such a learning desire. While prior research has shed light on firm-beneficial…

Abstract

Purpose

Customers often want to learn about a product/service, and companies can benefit from such a learning desire. While prior research has shed light on firm-beneficial outcomes of customer learning and explored the motivational factors of business partners’ learning behavior, less is known about the critical antecedents of individual customers’ learning behavior. This study aims to explore the key drivers of individual customers’ learning desires and identified customers with a stronger learning desire.

Design/methodology/approach

This research used both a lab experiment (Study 1, N = 148) and surveys (Study 2, N = 553; Study 3, N = 703) across different participant populations and product contexts.

Findings

This study indicated that both involvement and knowledge-sharing intention drove customer learning desire. Customer expertise further strengthened these main effects. Moreover, a stronger learning desire led to greater customer satisfaction.

Research limitations/implications

This study identified key factors involved in customer learning desire and its potential benefits for companies. Additional research to investigate customer learning in specific environments and forms and regarding specific brands is warranted.

Practical implications

This study emphasizes the importance of supporting customer learning and encourages businesses to manage customer learning proactively. It also provides suggestions for effective learning support for targeted customer groups.

Originality/value

This study contributes to the customer learning literature by exploring key influencing factors of individual customers’ learning desires, based on self-determination theory. It also identified the role of customer expertise in shaping customers’ learning processes. Moreover, this study examined customer learning as a novel way to enhance customer satisfaction.

Details

European Journal of Marketing, vol. 56 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 24 December 2021

Seyed Danial Bidgoli, Mohammad Saleh Owlia and Mohammad Taghi Isaai

The purpose of this research was to model the impact of customer knowledge on the performance of organization with a focus on information technology industry. Furthermore…

Abstract

Purpose

The purpose of this research was to model the impact of customer knowledge on the performance of organization with a focus on information technology industry. Furthermore, it is intended to analyze the effect of customer knowledge investment on the performance measures, by reviewing investment policies.

Design/methodology/approach

The relationship between customer knowledge and performance measures was specified using literature review and grounded theory method. The system dynamics approach was then applied to analyze the impact of the customer knowledge on the performance measures.

Findings

This study provided a dynamic model on the causal relationship between customer knowledge and organizational performance. The results showed that measures such as product development, financial performance, idea generation, technical knowledge and knowledge maturity were affected by the customer knowledge while the relationship with customer loyalty and the number of customers was not proven. Besides, it was found that to increase the impact of customer knowledge on organizational performance, knowledge maturity was essential, and investing on customer knowledge without investing on knowledge maturity would reduce the organizational performance. The results also showed that more knowledge investment would not necessarily increase financial strength of the organization.

Practical implications

Results of this study could be useful for strategy formulation and deployment especially for IT-based companies showing the importance of investment on customer knowledge on the one hand and the knowledge maturity in the organization on the other hand.

Originality/value

In this research, the impact of customer knowledge on both financial and nonfinancial performance measures was studied showing new findings on the dynamism of their relationships.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 18 May 2021

Carmela Peñalba-Aguirrezabalaga, Josune Sáenz, Paavo Ritala and Mika Vanhala

This paper aims to adopt a contextual approach to the knowledge-performance linkage by deepening into the role of marketing and sales employees’ knowledge resources in the…

Abstract

Purpose

This paper aims to adopt a contextual approach to the knowledge-performance linkage by deepening into the role of marketing and sales employees’ knowledge resources in the generation and delivery of superior customer experiences (CEs) and into the motivational antecedents of knowledge acquisition and development.

Design/methodology/approach

To gather information about the variables studied in this research, a survey was conducted among Spanish firms with at least 100 employees, resulting in a representative sample of 346 companies. Structural equation modeling based on partial least squares was then applied to test the hypothesized relationships.

Findings

The results show that employees’ motivation (and especially intrinsic motivation) affects CE both directly and indirectly through its influence on marketing-specific human capital. More precisely, customer knowledge and different types of marketing-related skills (creativity, targeting, problem-solving, social media management and communication skills) are the only constituents of marketing-specific human capital that significantly affect relative CE performance (i.e. performance vis-à-vis competitors), while product/service and market knowledge do not play a relevant role.

Originality/value

The results contribute both to the knowledge management and intellectual capital literatures by highlighting the motivational levers of human capital in the context of the marketing and sales function and the specific types of employee knowledge resources that induce superior CEs. Consequently, marketing and sales managers are provided with useful guidance to shape their human resource management policies and to establish their knowledge priorities.

Details

Journal of Knowledge Management, vol. 25 no. 10
Type: Research Article
ISSN: 1367-3270

Keywords

Open Access
Article
Publication date: 22 June 2021

Beatrice Ietto, Federica Pascucci and Gian Luca Gregori

This paper aims to develop a theoretical framework for the conceptualization of customer experiential knowledge (CEK) by logically combining its different dimensions into…

1318

Abstract

Purpose

This paper aims to develop a theoretical framework for the conceptualization of customer experiential knowledge (CEK) by logically combining its different dimensions into one coherent explanatory concept. Drawing on the integration of the literature on customer experience, customer knowledge management and customer insights acquisition, supported by adequate empirical evidence, the framework provides a systematic, comprehensive and accurate understanding of CEK which, could contribute to the identification of relevant customer experience insights useful for customer knowledge management.

Design/methodology/approach

The analysis follows an inductive/deductive interpretative approach and it is based on a netnography of specialty coffee bloggers’ narratives in relation to their sustainability practices.

Findings

The paper identifies the following six types of CEK: normative, subcultural, epicurean, transcendental, subcultural and symbolic. Accordingly, CEK is defined as the knowledge tacitly possessed by customers in relation to how they live their consumption experiences according to a body of heterogeneous socio-cultural contextual factors (ethos, norms and symbols) and subjective influences (emotions, ingenuity, instincts and senses) deeply embedded into the narrative of a consumption experience.

Originality/value

While CEK has been largely observed and acknowledged, it has not been yet adequately addressed by existing research. The provision of a conceptual definition of CEK which emphasizes its different dimensions will be of use to both academics and practitioners to better identify and categorize the different manifestations of CEK when undertaking empirical observations or managerial decisions.

Details

Journal of Knowledge Management, vol. 25 no. 11
Type: Research Article
ISSN: 1367-3270

Keywords

Article
Publication date: 11 January 2016

Noelia Sanchez-Casado, Juan Gabriel Cegarra Navarro, Anthony Wensley and Eva Tomaseti-Solano

Over the past few years, social networking sites (SNSs) have become very useful for firms, allowing companies to manage the customer–brand relationships. In this context…

1311

Abstract

Purpose

Over the past few years, social networking sites (SNSs) have become very useful for firms, allowing companies to manage the customer–brand relationships. In this context, SNSs can be considered as a learning tool because of the brand knowledge that customers develop from these relationships. Because of the fact that knowledge in organisations is embodied in the concept of the learning organisation, customers may create brand knowledge as a consequence of two learning facilitators: informational and instrumental value. Then, the purpose of this paper is to identify the role played by brand knowledge in the process of creating customer capital, in the context of SNSs.

Design/methodology/approach

A total of 259 users of SNSs, who were followers or fans of brand pages, participated in this study. Data were collected through an online survey and they were analysed using structural equation modelling.

Findings

The results of the study show that brand pages at SNS can perform brand knowledge by providing purposive gratifications to its customers. Moreover, they can also develop an indirect effect on customer capital, through the direct effect that brand knowledge has on it. Therefore, the results of the study will help managers design their learning strategies in relation to SNS and confirm the need of using SNS as a learning tool.

Originality/value

Few, if any, studies have analysed whether gratifications, usually related to media, work as learning facilitators in the context of brand pages at SNS.

Details

The Learning Organization, vol. 23 no. 1
Type: Research Article
ISSN: 0969-6474

Keywords

Article
Publication date: 18 December 2007

Yi‐Chan Chung, Chih‐Hung Tsai, Shiaw‐Wen Tien and Lin‐Yi Lin

Customer Support Knowledge of Customer Support Organization is one of the important assets of enterprises and “Customer Support Knowledge Management” is also the critical…

Abstract

Customer Support Knowledge of Customer Support Organization is one of the important assets of enterprises and “Customer Support Knowledge Management” is also the critical aspect of Business Knowledge Management; however, the attributes of Customer Support Knowledge are complicated, diverse, renewed rapidly and difficult to be managed. Thus, in order to design a successful Customer Support Knowledge Management System, apart from the consideration of “human” and “information technology” aspects, the concerns of attributes and Customer Support Knowledge and industry characteristics should be involved for meeting the requirements of Customer Support Organization and allowing the organization to acquire the competitive advantage of “Differentiation Service”. This research used the “Customer Support Knowledge Management System” in a high‐tech industry as an example and treated the end users of medical instruments in different types of hospitals in Taiwan which have received the support service of our company in recent six months as the population. The end users were mostly the nursing executives or ultrasonic wave technical personnel in intensive care unit and they had similar educational background and incomes and adopted the medical instruments such as physical supervision system, ultrasonic wave system, heart start or ECG machine produced by our company; the research method was to randomly treat the investigation results of the telephone customers’ satisfaction from respective 30 end users in the population three months before and after this system execution as the samples and use hypotheses to validate if the end users’ customer satisfaction significantly improved in terms of “Remote Support,” “On‐site Support,” “Service Turn Around time,” “Technical Competence” and “Service Manner” in order to understand the influence and managerial significance of execution of “Customer Support Knowledge Management System” on Customer Support Organization.

Details

Asian Journal on Quality, vol. 8 no. 3
Type: Research Article
ISSN: 1598-2688

Keywords

Article
Publication date: 5 May 2015

Alex da Mota Pedrosa, Vera Blazevic and Claudia Jasmand

The purpose of this paper is to investigate the microfoundations of customer knowledge acquisition during logistics innovation development. Specifically, the authors…

1893

Abstract

Purpose

The purpose of this paper is to investigate the microfoundations of customer knowledge acquisition during logistics innovation development. Specifically, the authors explore the activities and behaviors of employees with customer contact (i.e. boundary-spanning employees (BSEs)) to deepen and broaden their knowledge about customers for the development of innovations.

Design/methodology/approach

Qualitative research based on multiple semi-structured interviews with BSEs of six logistics service providers was conducted to explore the deepening and broadening of customer knowledge during innovation development. Data were analyzed for similarities and differences in BSEs’ knowledge acquisition and their interactions with customers across six innovations.

Findings

Results show that BSEs engage sequentially in deepening and broadening customer knowledge throughout the logistics innovation development process. Yet, the specific sequence depends on the type of innovation developed (customized vs standardized). Customer knowledge tends to be deepened in one-on-one interactions, while knowledge tends to be broadened in interactions with numerous and diverse customer firm members.

Research limitations/implications

In general, this paper contributes to the understanding of the individuals’ behaviors underlying organization-level phenomena, such as logistics service providers’ customer knowledge acquisition.

Practical implications

Findings illustrate that BSEs are well advised to concentrate on either deepening or broadening their customer knowledge in a single stage of the logistics innovation development process but switch between these two knowledge acquisition approaches from stage-to-stage to leverage customer interaction.

Originality/value

By investigating firms’ customer knowledge acquisition at the individual level, this paper addresses the calls in the literature for more research into the microfoundations of organizational phenomena.

Details

International Journal of Physical Distribution & Logistics Management, vol. 45 no. 4
Type: Research Article
ISSN: 0960-0035

Keywords

Article
Publication date: 11 November 2019

Liza Nora

The purpose of this paper is testing customer’s knowledge on customer intimacy and its impact on repurchase intention, specifically to Bank Muamalat’s customers in…

Abstract

Purpose

The purpose of this paper is testing customer’s knowledge on customer intimacy and its impact on repurchase intention, specifically to Bank Muamalat’s customers in Jakarta, Indonesia.

Design/methodology/approach

This research was conducted at sharia bank with research subject that is a customer of Bank Muamalat reasons to choose Bank Muamalat as a representative of other sharia banks as a place of research because it is the first sharia bank in Indonesia and more experienced in implementing sharia practices. The branch offices approved as research sites are only seven branch offices (Panglima Polim, Slipi, Tanah Abang, Kemayoran, Mangga Dua, Buaran and Kalimalang) in five areas of DKI Jakarta (Central Jakarta, West Jakarta, South Jakarta, East Jakarta and North Jakarta). Respondents at the seven branch offices are considered to represent customers of Bank Muamalat in the area of Jakarta. Data were collected from August to December 2017.

Findings

High customer knowledge is able to encourage customer intimacy, and high customer intimacy is also able to encourage repurchase intention. On the other hand, it was found that customer knowledge was not directly able to increase the intention of repeat purchase. However, from the mediation test (indirect effect) is seen with high customer knowledge, supported by the high customer intimacy, it can indirectly increase the high repurchasing intention.

Originality/value

Originality is seen from testing the mediation effect of customer intimacy on the influence of customer knowledge on purchase intentions. Furthermore, inconsistencies put the customer’s familiarity with familiarity, and familiarity with the intention of repeat purchase, are re-examined in the context of sharia banks. It is assumed the test results will be different if done in different countries and institutions.

Details

VINE Journal of Information and Knowledge Management Systems, vol. 49 no. 4
Type: Research Article
ISSN: 2059-5891

Keywords

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