قابلیت مشتری‌محوری و مزیت رقابتی با نوآوری ارائه خدمات

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت کارآفرینی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

2 استادیار دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

3 استاد دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

چکیده

در  محیط رقابتی امروز با افزایش روزافزون رشد خدمات در شرکت‌ها، اهمیت درک نوآوری ارائه خدمات و شیوه‎‌های بهبود آن افزایش یافته است. با توجه به تحولات صنایع و گرایش آن­ها به سوی رقابت­پذیری، توجه به نوآوری خدمات برای کسب مزیت رقابتی پیش از پیش اهمیت یافته است. هدف این مقاله بررسی نقش قابلیت مشتری‌محوری و نوآوری ارائه خدمات در مزیت رقابتی پایدار ‌است. در این پژوهش 156 نفر از سرپرستان شرکت‌های صنایع غذایی استان زنجان در چارچوب چهار فرضیه، مورد با روش توصیفیِ پیمایشی بررسی قرار گرفت. یافته‏های این پژوش نشان می‌دهد که قابلیت مشتری‌محوری و نوآوری ارائه خدمات در مزیت رقابتی پایدار تأثیر مثبت و معناداری دارد. همچنین نوآوری ارائه خدمات نقش میانجی در رابطه میان قابلیت مشتری‌محوری و مزیت رقابتی پایدار بازی می‌کند. لذا مدیران هر قدر توجه بیشتری به نیازهای مشتریان در نوآوری ارائه خدمات داشته باشند، می‌توانند در مقایسه با رقباء به مزیت رقابتی و عملکرد برتر دست یابند.

کلیدواژه‌ها

عنوان مقاله [English]

Customizing Capability and Competitive Advantage: The mediating role of Innovativeness Service Offering

نویسندگان [English]

  • Fatemeh , Bayat 1
  • Behrooz Ghlichlee 2
  • Akbar Alam Tabriz, 3
1 Masters Faculty of Management and Accounting Shahid Beheshti University, Tehran, Iran
2 Assistant Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
3 Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
چکیده [English]

In today's competitive environment, with the increasing growth of services in companies, the importance of understanding service innovation and ways to improve it has increased. Given the developments in the industry and their tendency towards competitiveness, attention to service innovation has already become important to gain a competitive advantage. The purpose of this article is to investigate the role of customer-oriented capability and service innovation in sustainable competitive advantage. In this study, 156 supervisors of food industry companies in Zanjan province in the framework of four hypotheses, the case was investigated by descriptive survey method. The results show that innovativeness service offering and customizing capability affect sustainable competitive advantage. also this paper show that customizing capability through innovativeness service offering has a positive and significant effect on  sustainable competitive advantage. Based on the results of this study, we can be suggested that managers pay more attention to customer needs in service innovation can achieve competitive advantage and superior performance than  competitors.

کلیدواژه‌ها [English]

  • Customizing capability
  • Innovativeness service offering
  • Competitive advantage
  • Innovation

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کاوش‌های مدیریت بازرگانی
دوره 12، شماره 24
اسفند 1399
صفحه 239-257

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