Kao, Ping-Jen (2020) Emerging customer orientation and radical service innovation : the moderating role of customer involvement and organizational reward practices. PhD thesis, University of Warwick.

PDF WRAP_Theses_Kao_2020.pdf - Submitted Version Embargoed item. Restricted access to Repository staff only until 22 March 2024. Contact author directly, specifying your specific needs. - Requires a PDF viewer. Download (2785Kb)

Request Changes to record.

Abstract

Although previous studies have considered customer orientation to be one of the most important precursors of innovation, the role played by emerging customer orientation in determining the success of radical service innovation remains underexplored. In particular, the extant research has not yet examined how emerging customer orientation influences radical service innovation, nor how innovation-related practices can strengthen or weaken the effect of emerging customer orientation. Moreover, while previous literature has acknowledged the importance of radical service innovation in manufacturing and recognized that scholars should pay close attention to the differences between manufacturing and service firms, there are still few insights into whether the innovation-related practices that support radical service innovation for manufacturing firms are equally as effective for service firms. To address these gaps, this thesis develops five outcome-based characteristics of service innovation that differentiate a radical service innovation from an incremental one. An overarching research model and a set of detailed hypotheses are then proposed. The model investigates the relationship between emerging customer orientation and radical service innovation by examining key moderators in ICT manufacturing firms and information services firms. Analyses of multi-source data, involving two survey respondents per firm and objective firm data, reveal that the effect of emerging customer orientation on radical service innovation depends on both customer involvement practices and organizational reward practices. Specifically, emerging customer orientation is positively related to radical service innovation when customer involvement as an information source is low for both type of firms. However, the moderating effects of customer involvement as co-developers and customer involvement as innovators are only significant in the sample of information services firms. In addition, the relationship between emerging customer orientation and radical service innovation is significantly positive under high outcome-based reward practice in ICT manufacturing firms and under high strategy-based reward practice in information services firms. These findings provide a basis for assessing the value of emerging customer orientation as a facet of the marketing strategies designed to enhance radical service innovations in different industries.

Item Type:	Thesis (PhD)
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Library of Congress Subject Headings (LCSH):	Customer services, Customer services -- Technological innovations, Manufacturing industries -- Customer services, Information services -- Customer services, Customer relations, Marketing
Official Date:	February 2020
Dates:	Date Event February 2020 UNSPECIFIED
Institution:	University of Warwick
Theses Department:	Warwick Business School
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Dacko, Scott G. ; Hu, Yansong
Format of File:	pdf
Extent:	xii, 175 leaves : illustrations
Language:	eng

Request changes or add full text files to a record

Repository staff actions (login required)

View Item