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首页> 外文期刊>International Journal of Innovation Management >The EFFECTS OF CUSTOMER CAPITAL ON CUSTOMER RESPONSE SPEED AND INNOVATIVENESS: THE MEDIATING ROLE OF MARKETING CAPABILITY
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The EFFECTS OF CUSTOMER CAPITAL ON CUSTOMER RESPONSE SPEED AND INNOVATIVENESS: THE MEDIATING ROLE OF MARKETING CAPABILITY

机译：客户资本对客户响应速度和创新的影响：营销能力的中介作用

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摘要

Customer capital has attracted a great deal of attention among marketing scholars in recent years. This study explores at first the links between customer capital with firm innovativeness (i.e., the ability to generate new ideas and actions within firms) and customer response speed (i.e., the ability to respond to the customers’ needs immediately). Furthermore, it is analysed how firms’ marketing capability mediates these relationships. For this, a unique environment in post-sanctions Iran is chosen. By using the original survey data from 107 small and medium-sized enterprises (SMEs), our results confirm that durable relationships that a company builds with its customers over the time enhance the market information within firms. This, in turn, enables firms to respond faster to market changes with innovative products and services. Furthermore, the lifetime relationship with the customers enhances the awareness of firms about customers’ needs and demands in a timely manner. Accordingly, it accelerates the process of responding the customers’ requirements before competitors can catch up.
机译：近年来，客户资本吸引了营销学者中的大量关注。本研究首先探讨了客户资本与企业创新的联系（即，在公司内创造新的想法和行动）和客户响应速度（即，立即响应客户需求的能力）。此外，分析了公司的营销能力如何调解这些关系。为此，选择了伊朗后制裁后的独特环境。通过使用来自107个中小型企业（中小企业）的原始调查数据，我们的结果证实，该公司随着时间的推移，公司与客户建立的耐用关系增强了公司内的市场信息。反过来，这使得公司能够以创新的产品和服务更快地响应市场变化。此外，与客户的终身关系提高了客户对客户需求和需求的认识。因此，在竞争对手赶上之前，它加速了响应客户要求的过程。

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