Effects customer Collaboration in the innovation process on customer knowledge management and marketing results in active Business entreprises in Fars province

Elham Shams, Seyed Alireza Moosavi

Abstract


This study aims to influence customer cooperation in the innovation process based on customer knowledge management and marketing results in business and active business in Fars province. This study was descriptive correlation that 290 trade unionists and business card holders active in Fars province were selected by convenience sampling. Data were collected by using standard questionnaires. The validity of the content validity and Cronbach's alpha was used to measure the reliability coefficient was .80 for the total questionnaire. By using Spss 22 software by using regression test and structural equation model (path analysis) by Amos18 software confirm or refute the hypothesis of the research. According to the results, orientation innovation, had direct and positive impact on customer knowledge management and in regression equation innovation in product and process innovation could explain changes in knowledge management. Also, collaboration and customer collaboration in the innovation process had the positive and direct on customer knowledge management and also, customer collaboration in the innovation process had a direct and positive impact on marketing results (performance). Also, the dimensions of customer knowledge management in innovation projects include: knowledge for customer, knowledge about customer and collaboration in the creation of knowledge could predict changes in performance or marketing results. Also, results showed a orientation innovation, marketing outcomes (performance) had a direct and positive impact and administrative innovation and process innovation could predict the changes of marketing results (performance) . Finally, according to the results of the investigation, was approved the conceptual model.


Keywords


orientation innovation, collaboration and customer collaboration in the innovation process, customer knowledge management, marketing results, business and trade active province.

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