Relation between Customer Interaction and Service Innovation in Brazil Firms Investigating Organization Learning from Customers

Mohsin Rasheed,Liu Jianhua

doi:10.48112/iijbs.v2i1.116

Abstract

The main purpose of this study is to evaluate the mediating and indirect effect of customer satisfaction and service innovation, from an organization learning perception a survey is developed in Brazil using a new data set of 190 service firms from Rio Grande do Su, State of Mato Grosso, State of Goias, State of Sao Paulo and State of Bahia. The study used cross-sectional survey design to collect primary data from individual services firms in the states of Brazil. Data was analysed with Statistical Package for the Social Science (SPSS). Results indicate that partial mediation was supported by adopting Baron and Kenny method and sobel test. The research is the first attempt to examine the customer interaction practice of service firms in an emerging market of Brazil. In addition, the atmosphere of innovation will regulate the positive relationship between customer firm interaction and organizational learning. Secondly by analysing the relationship between organizational learning and innovation performance. Thirdly it is revealed that customer firm interaction can positively promote service innovation performance by influencing the improvement of organizational learning.

Highlights

The study objective is to validate the mediating effect of service innovation, service customization and organization learning
The results show that cooperative production, customer contact, and service customization in the process of service interaction each have a significant positive impact on organizational learning (p
The results show that customer firm interaction has a positive promotion effect on organizational learning, and this promotion effect may be regulated by the organizational innovation atmosphere, and organizational learning can bring higher service innovation performance

Summary

Introduction

The study objective is to validate the mediating effect of service innovation, service customization and organization learning. The research was carried out in micro and small service companies in Brazil. Service innovation has usually been considered a major element in organizational growth and strategies. In the past, the research on innovation mainly focused on technological innovation, while the emphasis on service innovation in the service sector was far from enough. (Alam, 2002) In the context of the rapid development of the service industry, service innovation has become an area that has attracted much attention from the business community and academia in the past 10 years. There is no unified understanding of these issues in the field of innovation management and service management research (Serafim, 2021). Scholars at least agree that the service has some of the characteristics that determine the service innovation is different from technological innovation in manufacturing, it needs to be treated differently (Aas, 2011) The output of service innovation is the integration of service concepts, customer interaction, service delivery systems, and technology choices .As a result, service innovation is to a large extent a series of customer-centric activities whose

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Conclusion