Customer's Advisory, Organizational Openness and Capability: the Locus of Value Creation
Journal Title: Eurasian Journal of Business and Economics - Year 2011, Vol 4, Issue 7
Abstract
Organizations of today are aware of the necessity to communicate with customers beyond learning about their satisfaction, loyalty or complaints. The closest way is focusing on customer involvement, a general term used for capturing the responses, advises and ideas of customers in order to better proceed with innovation ideas for product and service development in a competitive market environment. This flow, which is named as “customer’s advisory” by the authors, necessitates openness and capability. Openness requires technological focus along with responsiveness and empathy in organizational culture, creating a positive communication environment. The two variables of the capability construct are frequent and bilateral information sharing. This study was conducted to detect the level of use of these two constructs by various organizations operating in Turkey. The aim was to understand the interest in customer involvement to remain competitive, how “customer’s advisory” was used to collect customer views and responses in order to nurture creativity in innovation processes. Results reflect that organizations proved to be open; responsive to meet expectations, willing to understand the customers, and reflected empathy to encourage creative ideas. Also both variables of the capability construct proved to be strong where well-educated and trained employees help most for understanding the comments of customers. Turkish organizations’ following the customer’s advisory with openness and capability brings a new focus into Customer Relationship Management via feeding a creative process leadership focus to remain competitive.
Authors and Affiliations
Özgür GÜNGÖR, Zeynep BILGIN
Keywords
Related Articles
- EP ID EP150371
- DOI -
- Views 90
- Downloads 0
Generating Buy/Sell Signals for an Equity Share Using Machine Learning
This study proposes a novel model for predicting 5 days’ ahead share price direction of GARAN (Garanti Bankasi A.Ş.), an equity share that is the top traded stock in BIST100, Istanbul Stock Exchange -Turkey. The first mo...
Determinants of Energy Intensity in Indian Manufacturing Industries: A Firm Level Analysis
The demand for energy; particularly for commercial purposes, has been growing rapidly with growth of the economy, changes in the demographic structure, rising urbanization, socio-economic development, and the desire for...
Economic Determinants of Foreign Direct Investment in Armenia, Kyrgyz Republic and Turkmenistan: Theory and Evidence
The aim of the present study is to investigate the effects of different economic determinants on foreign direct investment (FDI) for three countries selected from Central Asia namely Armenia, Kyrgyz Republic and Tu...
Performance of Women Entrepreneurs: Does Access to Finance Really Matter?
Bangladesh adopts labor intensive industrialization and inclusive finance strategy to fight against poverty. The strategies help the disadvantaged women empower and encourage doing something independently. But most of wo...
The Impact of Economic and Political Factors on the 2010 Turkish Referendum
The referendum held on September 12, 2010 included fundamental changes in Turkish constitution related with the social, judicial and economic aspects. We are of the opinion that the referendum offered a general view on...