توسعه محصولات جدید مبتنی بر مدیریت ارتباط با مشتری و گرایش کارآفرینی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران

2 کارشناسی ارشد مدیریت بازرگانی-بازرگانی بین‌الملل، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران

چکیده

دیدگاه­های نوینی که در مشتریان کنونی ایجاد شده، مبتنی بر این عامل است که هر
 کسب­وکاری که بتواند به­طور مداوم و پیوسته تغییرات مفید نوآورانه در محصولات خود پدید آورد، دارای ارزش بیشتری است. لذا توسعه پیوسته محصولات جدید و نوآور در ایجاد دیدگاه مثبت مشتریان امروزی و به تبع آن ارتقای ارزش برند، بسیار مهم و حیاتی است. هدف از این پژوهش، ارائه راه­کارهای مؤثر در زمینه مدیریت ارتباط با مشتری و رویکرد کارآفرینانه برای توسعه محصولات جدیددر صنایع لبنی ایران است. جامعه آماری پژوهش مشتمل بر 54 تولیدکننده لبنیات عضو انجمن لبنیات ایران است. حجم نمونه 46 شرکت است. روش انجام پژوهش، توصیفی- پیمایشی مبتنی بر مدل­سازی معادلات ساختاری بوده و ابزار گردآوری داده‌ها پرسشنامه است. برای آزمون فرضیه‌های پژوهش از روش حداقل مربعات جزئی و نرم‌افزار Smart PLS 3 استفاده شده است. مطابق نتایج  مدیریت ارتباط با مشتری و گرایش کارآفرینی از طریق مشارکت مشتری بر توسعه محصولات جدید تأثیر مثبت و معناداری دارند، همچنین گرایش کارآفرینی بر توسعه محصولات جدید، تأثیر مثبت و معناداری دارد ولی تأثیر مستقیم مدیریت ارتباط با مشتری بر توسعه محصولات جدید معنادار نبوده و تأیید نگردید.

کلیدواژه‌ها


عنوان مقاله [English]

New products Development based on customer relationship management and entrepreneurial orientation

نویسندگان [English]

  • Seyyed Jafar Zonoozi 1
  • Parisa Ghahremanpour 2
1 Assistant Prof., Department of Business Management, Urmia University, Urmia, Iran
2 MSc., Department of Business Management, Faculty of Economic & Management, Urmia University, Urmia, Iran
چکیده [English]

The recent perspectives that have been arisen among customers are genuinely rooted in the fact that each business, which is able to create new and continuous innovations in its products has more value than others. Therefore, developing continuous new products and innovations in order to creat new positive perspective in customers and consequently enhancing brand value is seems to be crucial. The aim of this survey is to propose new effective methods related to management communications with customers and innovative perspective to develop new products in Iran's dairy industry. The statistical population of the study consisted of 54 dairy producers from the dairy association of Iran. The sample size is 46 firms. The research method is descriptive survey based on structural equation modeling and the data gathering tool was questionnaire. To test the research hypotheses, partial least squares (PLS) and Smart Pls3 software have been used. The results show that customer relationship management and entrepreneurial orientation have a positive and significant effect on the new products development through customer participation. Also, entrepreneurial orientation has a positive and significant effect on the new products development, but the direct impact of customer relationship management on the new products development was not confirmed.

کلیدواژه‌ها [English]

  • Customer participation
  • Customer relationship management
  • Entrepreneurial orientation
  • Iran's dairy companies
  • New product development
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