قابلیت مشتری‌محوری و مزیت رقابتی با نوآوری ارائه خدمات | ||
| کاوش‌های مدیریت بازرگانی | ||
| مقاله 10، دوره 12، شماره 24، اسفند 1399، صفحه 239-257 اصل مقاله (744.49 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/bar.2019.11405.2970 | ||
| نویسندگان | ||
| فاطمه بیات1؛ بهروز قلیچ لی* 2؛ اکبر عالم تبریز3 | ||
| 1کارشناس ارشد مدیریت کارآفرینی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران | ||
| 2استادیار دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران | ||
| 3استاد دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران | ||
| چکیده | ||
| در محیط رقابتی امروز با افزایش روزافزون رشد خدمات در شرکت‌ها، اهمیت درک نوآوری ارائه خدمات و شیوههای بهبود آن افزایش یافته است. با توجه به تحولات صنایع و گرایش آنها به سوی رقابتپذیری، توجه به نوآوری خدمات برای کسب مزیت رقابتی پیش از پیش اهمیت یافته است. هدف این مقاله بررسی نقش قابلیت مشتری‌محوری و نوآوری ارائه خدمات در مزیت رقابتی پایدار است. در این پژوهش 156 نفر از سرپرستان شرکت‌های صنایع غذایی استان زنجان در چارچوب چهار فرضیه، مورد با روش توصیفیِ پیمایشی بررسی قرار گرفت. یافتههای این پژوش نشان می‌دهد که قابلیت مشتری‌محوری و نوآوری ارائه خدمات در مزیت رقابتی پایدار تأثیر مثبت و معناداری دارد. همچنین نوآوری ارائه خدمات نقش میانجی در رابطه میان قابلیت مشتری‌محوری و مزیت رقابتی پایدار بازی می‌کند. لذا مدیران هر قدر توجه بیشتری به نیازهای مشتریان در نوآوری ارائه خدمات داشته باشند، می‌توانند در مقایسه با رقباء به مزیت رقابتی و عملکرد برتر دست یابند. | ||
| کلیدواژه‌ها | ||
| قابلیت مشتری‌محوری؛ مزیت رقابتی پایدار؛ نوآوری در ارائه خدمات | ||
| عنوان مقاله [English] | ||
| Customizing Capability and Competitive Advantage: The mediating role of Innovativeness Service Offering | ||
| نویسندگان [English] | ||
| Fatemeh , Bayat1؛ Behrooz Ghlichlee2؛ Akbar Alam Tabriz,3 | ||
| 1Masters Faculty of Management and Accounting Shahid Beheshti University, Tehran, Iran | ||
| 2Assistant Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran | ||
| 3Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran | ||
| چکیده [English] | ||
| In today's competitive environment, with the increasing growth of services in companies, the importance of understanding service innovation and ways to improve it has increased. Given the developments in the industry and their tendency towards competitiveness, attention to service innovation has already become important to gain a competitive advantage. The purpose of this article is to investigate the role of customer-oriented capability and service innovation in sustainable competitive advantage. In this study, 156 supervisors of food industry companies in Zanjan province in the framework of four hypotheses, the case was investigated by descriptive survey method. The results show that innovativeness service offering and customizing capability affect sustainable competitive advantage. also this paper show that customizing capability through innovativeness service offering has a positive and significant effect on sustainable competitive advantage. Based on the results of this study, we can be suggested that managers pay more attention to customer needs in service innovation can achieve competitive advantage and superior performance than competitors. | ||
| کلیدواژه‌ها [English] | ||
| Customizing capability, Innovativeness service offering, Competitive advantage, Innovation | ||
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