System Engineering and Productivity

System Engineering and Productivity

The Effect of CRM Strategy on New Product Development and Relational Commitment Mediated by Learning from Failure in Knowledge-based Companies

Document Type : Research Paper

Authors
1 Corresponding author: Associate Professor, Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran
2 Assistant Professor, Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran
3 Assistant Professor, Department of Management and Accounting, Faculty of Economics, Payame Noor University of Tehran, Tehran, Iran
4 M.Sc., Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran
Abstract
Knowledge-based companies need to develop new products in order to be present in the competitive environment, as well as retain customers and create relational commitment. Since these companies are new, they may fail on their way. Learning from failure and CRM are factors that help organizations succeed in developing new products and establishing relational commitment. The aim of the present study was to investigate the effect of CRM on new product development and relational commitment mediated by learning from failure. The present applied research was a descriptive correlational-survey study. The statistical population of marketing managers of knowledge-based companies in Safadasht Industrial Park was 324 people. The sample size was determined by referring to observable variables, 176 people, and the data collection tool was distributed using the available non-probability sampling method. Before distribution, the reliability of the tool was confirmed with a Cronbach's alpha coefficient of 0.87 and a composite reliability of more than 0.6. Its validity was also confirmed with the AVE criterion of all values ​​greater than 0.5. Structural equation modeling and partial least squares were used to test the hypotheses and fit the model. The software used to analyze the results of the hypotheses was Smart PLS3. The results showed that CRM has a significant effect on new product development and relational commitment. The findings also confirmed the mediating role of learning from failure in the effect of CRM on new product development and relational commitment.
Keywords
Subjects

Copyright ©, Hossein Azimi, Hassan Nazari, Alireza Zamanian, Nazanin Zeraatdoost

 

License

This article is released under the Creative Commons Attribution (CC BY 4.0) license. Anyone is free to copy, share, translate, and adapt this article for any purpose, whether commercial or non-commercial, as long as proper citation is given to the authors and original publication.

بهبودی، امید؛ غیور باغبانی، سید مرتضی و شیبک، رضا. (1401). تاثیر گرایش به کارآفرینی، گرایش به بازار وگرایش به مدیریت دانش بر مزیت رقابتی پایدار: بررسی نقش میانجی توسعه محصول جدید. رهیاری (کوچینگ) در مدیریت و توسعه بهره وری، 1(1)، 59-71. doi: 10.22034/jcmpd.2022.546138.1007
پاشایی، سجاد؛ عبدوی، فاطمه؛ بدری آذرین، یعقوب؛ سین سیمینیو، سالواتور و فیشنه، مجاهد.(1399). طراحی و ارائه مدل ساختاری مناسب برای موفقیت مدیریت ارتباط با مشتریان در بخش خدمات اماکن ورزشی ایران: تحلیل مالتی‌متد، پژوهش‌های کاربردی در مدیریت ورزشی، 9(3)، 41-56.
تاجیک، هادی. (1400). تبیین مدل عوامل موثر بر توسعه محصولات جدید در سازمان با تأکید بر عوامل خارج سازمانی. رویکردهای پژوهشی نوین در مدیریت و حسابداری، 5(82)، 87-101.
حسینی، سید سعید و علیزاده جورکویه ابراهیم. (1397). بررسی رابطه رهبری تحول‌گرا و فرآیند توسعه محصول جدید با ‏توجه به نقش میانجی یادگیری سازمانی و فرهنگ نوآوری. رویکردهای پژوهشی نوین در مدیریت و حسابداری، 2(7)، 1-14.
خوراکیان، علیرضا و عطارمقدم، ندا. (1397). عوامل اثرگذار بر زمان فاز رشد فرآیند توسعه محصول جدید در شرکت‌های دانش‌بنیان با استفاده از رویکرد دیمتل و سیستم پویا. مدیریت توسعه فناوری، 6(1)، 73-101. doi: 10.22104/jtdm.2018.2895.1977
دهقانی سلطانی، مهدی و مصباحی، مریم. (1398). تأثیر حافظه سازمانی بر عملکرد توسعه محصول جدید در شرکت‌های دانش‌بنیان. کاوش‌های مدیریت بازرگانی، 11(22)، 177-196.
ربیعه، سجاد و رضاییان، علی. (1401). تأثیر مدیریت ارتباط با مشتری اجتماعی بر عملکرد مالی با نقش میانجی‌گری تعهد مشتری و رضایت مشتری (مورد مطالعه: بانک‌های خصوصی استان خوزستان). مدیریت بازاریابی، 17(55)، 95-109. doi: 10.30495/jomm.2022.60251.1808
رنجبریان، بهرام؛ براری، مجتبی و رضایی، تورج. (1399). بررسی ارتباط عوامل تشکیل دهنده بازاریابی رابطه‌مند با وفاداری مشتریان. راهبردهای بازرگانی، 10(1)، 1-14.
زنوزی، سید جعفر و قهرمان‌پور، پریسا. (1399). ارائه ی مدل توسعه ی محصولات جدید مبتنی بر مدیریت ارتباط با مشتری و گرایش کارآفرینی در شرکت‌های لبنی ایران. کاوش‌های مدیریت بازرگانی، 12(24)، 215-238. doi: 10.22034/jbar.2021.1648
سعادت قلی پور آذر، رضا و قهرمانی، مسعود. (1401). بررسی رابطه مدیریت دانش و مدیریت ارتباط بامشتری با عملکرد سازمانی بانک قرض الحسنه مهر ایران استان آذربایجان غربی. رویکردهای پژوهشی نوین در مدیریت و حسابداری، 6(84)، 1857-1879.
سیف‌اللهی، ناصر؛ شفیعی نیک‌آبادی، محسن؛ مهاجر، سپیده، بیگی‌فیروزی، الله‌یار؛ کریم، محمدحسین. (1398). تاثیر نوآوری باز بر عملکرد توسعه محصول جدید با تاکید بر تاثیر ظرفیت جذب دانش. پژوهش‌های مدیریت عمومی، 12(44)، 78-55.
طجرلو، علیرضا؛ انصاری، منوچهر؛ دیواندری، علی و کیماسی، مسعود. (1400). طراحی چارچوب توسعه محصول جدید با رویکرد بانکداری دیجیتال (نمونه‌پژوهی: بانک ملت). مدیریت صنعتی، 13(4)، 559-579. doi: 10.22059/imj.2022.334341.1007892
علیوردیلو، معصومه و احمدوند، علی محمد. (1402). بررسی‌ عوامل‌ مؤثر بر اجرای‌ مدیریت‌ کیفیت‌ جامع و تأثیر آن بر جذب‌ مشتری (مطالعه‌موردی‌در شرکت‌راه‌آهن‌تهران). مهندسی سیستم و بهره وری، 3(1(بهار 1402))، 41-65.
عنقائی، فاطمه و حسینی بهارانچی، سیدرسول. (1402). ارایه‌ الگوی‌ مدیریت‌ هزینه‌ مبتنی‌ بر نظام‌ استاندارد پیکره‌ دانش‌ مدیریت‌ پروژه(PMBOK) درشرکت‌ پروژه‌م حور کران پلیمرپارت. مهندسی سیستم و بهره وری، 3(1(بهار 1402))، 94-112.
کریمی، آصف؛ ملائی، محمد حمید؛ محمدیان، بهزاد و زرگران خوزانی، فاطمه. (1400). تأثیر تجربه شکست کسب‌وکار و یادگیری از شکست بر انجام سرمایه‌گذاری جدید کارآفرینان–موردمطالعه استان قم. توسعه کارآفرینی، 14(2)، 281-299. doi: 10.22059/jed.2021.317684.653588
مهرانی، هرمز؛ صادقی، منصوره و صفدری، مجید. (1397). بررسی تأثیر راهبردهای مدیریت ارتباط با مشتری الکترونیکی بر کیفیت ارتباط با مشتری. اندیشه آماد، 17(67)، 1-39.
میرفخرالدینی، سیدحیدر؛ صفری، خلیل و شعبانی، اکرم. (1396). بررسی تاثیر مشارکت مشتری در توسعۀ محصول جدید در صنایع کاشی و سرامیک یزد. توسعه تکنولوژی صنعتی، 15(30)، 46-37.
References
Araújo, C. C. S. D., Pedron, C. D., & Picoto, W. N. (2018). What's behind CRM research? A bibliometric analysis of publications in the CRM research field. Journal of Relationship Marketing, 17(1), 29-51.
Bashir, N., Papamichail, K. N., & Malik, K. (2017). Use of social media applications for supporting new product development processes in multinational corporations. Technological Forecasting and Social Change, 120(July 2017), 176-183.
Cannon, M. D., & Edmondson, A. C. (2005). Failing to learn and learning to fail (intelligently): How great organizations put failure to work to innovate and improve. Long range planning, 38(3), 299-319
Carmeli, Abraham, & Schaubroeck, John. (2008). Organizational CrisisPreparedness: The Importance of Learning from Failures. Long Range Planning, 41, 177-196
Chae, S., Choi, T. Y., & Hur, D. (2017). Buyer power and supplier relationship commitment: A cognitive evaluation theory perspective. Journal of Supply Chain Management, 53(2), 39-60.
Chang, Y., Wang, X., Su, L., & Cui, A. P. (2020). B2B brand orientation, relationship commitment, and buyer-supplier relational performance. Journal of Business & Industrial Marketing.
Cooper, R.G. (2019). The drivers of success in new-product development. Industrial Marketing Management, 76(January 2019), 36-47.
Danneels, E., & Vestal, A. (2020). Normalizing vs. analyzing: Drawing the lessons from failure to enhance firm innovativeness. Journal of Business Venturing, 35(1), 105903.‏
Hyun, S. H., Yang, H., Choi, K. C., & Jeung, E. B. (2020). Coexpression and estrogen‐mediated regulation of TRPV6 and PMCA1 in the human endometrium during the menstrual cycle. Molecular reproduction and development, 78(4), 274-282.
Kevin, M., & Ana, F. I. (2019). Case study-customer relation management, smart information systems and ethics. The ORBIT Journal, 2(2), 1-24.
Lattacher, W., & Wdowiak, M.A. (2020). Entrepreneurial learning from failure. A systematic review, International Journal of Entrepreneurial Behavior & Research, 26(5), 1093-1131. doi: 10.1108/IJEBR-02-2019-0085.
Morais‐Storz, M., Nguyen, N., & Sætre, A. S. (2020). Post‐Failure Success: Sensemaking in Problem Representation Reformulation. Journal of Product Innovation Management, 37(6), 483-505.‏
Nelson, C. A., Walsh, M. F., & Cui, A. P. (2020). The role of analytical CRM on salesperson use of competitive intelligence. Journal of Business & Industrial Marketing, 35(12), 2127-2137.‏
Nguyen, B., Chen, J., Foroudi, P., Yu, X., Chen, C. H. S., & Yen, D. A. (2020). Impact of CRM strategy on relationship commitment and new product development: mediating effects of learning from failure. Journal of Strategic Marketing, 1-38.
Omorede, A. (2020). Managing crisis: a qualitative lens on the aftermath of entrepreneurial failure. International Entrepreneurship and Management Journal, 17(3), 1441-1468.
Oyenuga, M., Andah, R. A., Orji, M. G., & Agabi, A. U. (2019). Effects of Customer Relationship Management on Product Innovation in Nigeria. A Case Study of Xerox HS Nigeria Limited. American Journal of Theoretical and Applied Business, 5(4), 113-126.
Rosenbrook, T. (2015). Five reasons why the customer is king, article published in https://www.techtarget.com and accessed on the 27th September, 2018.
Sarangee, K. R., Schmidt, J. B., & Calantone, R. J. (2019). Anticipated regret and escalation of commitment to failing, new product development projects in business markets. Industrial Marketing Management, 76(January 2019), 157-168.‏
Sofi, M.R., Bashir, I., Parry, M.A. & Dar, A. (2020). The effect of customer relationship management (CRM) dimensions on hotel customer’s satisfaction in Kashmir. International Journal of Tourism Cities, 6(3), 601-620. https://doi.org/10.1108/IJTC-06-2019-0075
Wilson, G. A., & Perepelkin, J. (2022). Failure learning orientation, entrepreneurial orientation, and financial performance among US biotechnology firms. Journal of Small Business Management, 60(4), 786-804.‏
Yan, J., Zheng, Y., Bao, J., Lu, C., Jiang, Y., Yang, Z., & Feng, C. (2020). How to improve new product performance through customer relationship management and product development management: evidence from China. Journal of Business & Industrial Marketing. 36(1), 31-47.‏
 
In Persian
 
Alivardilou, M., & Ahmadvand, A. M. (2023). Investigating the effective factors on the implementation of total quality management and its effect on customer attraction (a case study in Tehran Railway Company). System engineering and productivity, 3(1(Spring 1402)), 41-65. (In Persian)
Angaei, F., & Hosseini Baharanchi, S. (2023). Presenting the cost management model based on the project management body of knowledge standard system (PMBOK) in Hor Karan Polymerpart project company. System engineering and productivity, 3(1(Spring 1402)), 94-112. (In Persian)
Behboodi, O., Ghayour Baghbani, S. M., & Sheybak, R. (2022). The Effect of Entrepreneurship orientation, Market orientation and Knowledge Management orientation on Sustainable Competitive Advantage, Investigating the mediating role of new product development. Journal of Coaching in Management & Productivity Development, 1(1), 59-71. doi: 10.22034/jcmpd.2022.546138.1007 (In Persian)
Dehghani Soltani, M., & Mesbahi, M. (2020). The impact of organizational memory on the development of new products in knowledge-based companies. Journal of Business Administration Researches, 11(22), 177-196. doi: 10.22034/jbar.2020.1578 (In Persian)
Hosseini, S. & Alizadeh Jorkoye, I. (2018). Examining the relationship between transformational leadership and the new product development process with regard to the mediating role of organizational learning and innovation culture. New research approaches in management and accounting, 2(7), 1-14. (In Persian)
Karimi, A., Mollaei, M., Mohammadian, B., & Zargaran Khouzani, F. (2021). The Impact of Business Failure Experience and Learning from Failure on New Venture Performance of Entrepreneur - Case Study of Qom Province. Journal of Entrepreneurship Development, 14(2), 281-299. doi: 10.22059/jed.2021.317684.653588 (In Persian)
Khorakian, A., & Atarmoghadam, N. (2018). Investigating the Factors affecting on the Incubation Phase of New Product Development Process in Knowledge-based Companies by employing DEMATEL and System dynamics approaches. Journal of Technology Development Management, 6(1), 73-101. doi: 10.22104/jtdm.2018.2895.1977 (In Persian)
Mehrani, H., Sadeghi, M., & Safdari, M. (2019). A survey on the impact of Electronic Customer Relations Management Strategies on the communication with customer. Logistics Thought, 17(67), 1-39. (In Persian)
Mirfakhreddini, S. H., Safary, Kh & Shabany, A. (2017). Reviews Customer involvement in new product development in Yazd tile and ceramic industry. Quarterly journal of Industrial Technology Development, 15(30), 37-46. (In Persian)
Pashaie, S., Abdavi, F., BadriAzrine, Y., Cincimino, S., & Fişne, M. (2021). Designing and providing the appropriate structural model for success of customer relationship management in the sports service sector places in Iran: Multi-Method Analysis. Applied Research in Sport Management, 9(3), 41-56. doi: 10.30473/arsm.2021.7386 (In Persian)
Rabiheh, S., & Rezaian, A. (2022). The Effect of Social Customer Relationship Management on Financial Performance with the Mediating Role of Customer Commitment and Customer Satisfaction (Case Study of a Private Bank in Khuzestan Province). Jounal of Marketing Management, 17(55), 95-109. doi: 10.30495/jomm.2022.60251.1808 (In Persian)
Ranjbarian, B., Barari, M., & Rezaei, T. (2020). Investigating the relationship between the constituents of relational marketing and customer loyalty. Commercial Strategies, 10(1), 1-14. (In Persian)
Saadat Gholipour, Azar, R., & Ghahremani, M. (2022). Investigating the relationship between knowledge management and customer relationship management with the organizational performance of Qarz al-Hasneh Mehr Bank, West Azarbaijan Province, Iran. New research approaches in management and accounting, 6(84), 1857-1879. (In Persian)
Seifollahi, N., Shafiei Nikabadi, M., Mohajer, S., Beigi Firoozi, A., & Karim, M. (2019). The Impact of Open Innovation on new Product Development Performance with Emphasis on Knowledge Acquisition Capacity. Public Management Researches, 12(44), 55-78. doi: 10.22111/jmr.2019.24775.3921 (In Persian)
Tajarloo, A., Ansari, M., Divandari, A., & Keimasi, M. (2022). Designing a Framework of New Product Development for Digital Banking: A Case study of Bank Mellat. Industrial Management Journal, 13(4), 559-579. doi: 10.22059/imj.2022.334341.1007892 (In Persian)
Tajik, H. (2021). Explaining the model of factors affecting the development of new products in the organization with an emphasis on external factors. New research approaches in management and accounting, 5(82), 87-101. (In Persian)
Zonoozi, S., & Ghahremanpour, P. (2021). Presenting the model of new product development based on customer relationship management and entrepreneurial orientation in Iran's dairy companies. Journal of Business Administration Researches, 12(24), 215-238. doi: 10.22034/jbar.2021.1648 (In Persian)
Volume 3, Issue 2 - Serial Number 7
Serial No. 7, Summer Quarterly
Summer 2023
Pages 107-126

  • Receive Date 21 September 2022
  • Revise Date 06 March 2023
  • Accept Date 17 August 2023
  • First Publish Date 11 September 2023
  • Publish Date 11 September 2023