Document Type : Research Paper


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.


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