نوع مقاله: مقاله ترویجی

نویسندگان

1 هیات علمی دانشگاه یزد

2 هیات علمی دانشگاه پیام نور

3 دانشگاه یزد

چکیده

هدف از انجام این پژوهش بررسی میزان تأثیر و اهمیت مشارکت مشتری بر توسعه محصول جدید است. متغیر عدم اطمینان تکنولوژی از عواملی است که بر مشارکت مشتری تأثیرگذار است که از دو بعد موردبررسی قرار می‌گیرد. بعد دیگری که به‌عنوان متغیر میانجی مشارکت مشتری و توسعه محصول جدید شناسایی و موردبررسی قرارگرفته است، پیامدهای عملیاتی است که دارای دو متغیر سرعت نوآوری و کیفیت فنی می‌باشد. با توجه به پیشینه تحقیق و مطالعات انجام‌شده، مدل مفهومی پژوهش تدوین و فرضیه‌ها تعیین شدند. در این مطالعه نمونه‌گیری به‌صورت نمونه‌گیری قضاوتی از بین کارخانه‌های صنایع کاشی و سرامیک استان یزد انجام‌گرفته است. ابزار گردآوری داده‌ها پرسشنامه بوده و برای تجزیه‌وتحلیل داده‌ها و بررسی فرضیه‌ها از روش مدل‌سازی معادلات ساختاری (SEM) به روش حداقل مربعات جزئی (PLS) استفاده‌شده است که به این منظور نرم‌افزار آماری Smart PLS به کار گرفته شد. درنهایت یافته‌ها نشان از تأیید تمام فرضیات پژوهش دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Reviews Customer involvement in new product development in Yazd tile and ceramic industry

چکیده [English]

The purpose of this study is to evaluate the effect and importance of customer involvement in new product development. Technology uncertainty factors are of the most important factors that affect customer involvement. These two types of factors are analyzed from two distinct dimensions. Another variable that has been identified and analyzed as a mediator is the operational outcome that has two dimensions: Innovation speed and technical quality. The conceptual model and research hypotheses have been determined according to literature review of this realm. The judgmental sampling is taken from Yazd Tile industries. The implementation of data gathering has been through a questionnaire and the structural equation modeling (SEM) and partial least squares (PLS) has been used for analyzing the hypothesis, therefore we have used Smart PLS software. Finally, based on the results, all the hypotheses have been confirmed and supported.

کلیدواژه‌ها [English]

  • Customer involvement
  • New Product Development
  • structural equation modeling
  • partial least squares

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