Seminar Lluís Santamaría

Lluís Santamaría (Universidad Carlos III de Madrid) will present his paper “I can get Satisfaction… but also want Innovation! A Customer-based approach”, joint work with Lola Duque (Universidad Carlos III de Madrid) and Tor Andreassen (Norwegian School of Economics).

Abstract

This research combines customer-based innovation information with customer satisfaction ratings to better understand customers’ responses to firm changes. The study builds on the customer perceived firm innovativeness model proposed by Kurtmollaiev, Lervik-Olsen and Andreassen (2022), enriching this newer customer-centric view of innovation. In particular, we analyze the antecedents of customer perceived innovativeness, its connection with customer satisfaction and, ultimately, if all this results in a greater attractiveness of the company over others. To test our expectations, we perform various analyses using a sample of 17.100 firm evaluations from Spanish customers that cover 57 firms grouped in 10 industries. Applying structural equation modeling, our results show that both firm perceived innovativeness and customer satisfaction are positive and significantly associated with company’s relative attractiveness. Results show that changes in value proposition is the most relevant factor in getting satisfaction whereas for perceived innovativeness, customer want to see changes in the interaction space as well as in the value proposition. At the end of the day, these combined analysis of perceived innovativeness and customer satisfaction is insightful for strategic decision making and contributes to this new research stream based on the customers’ perception of innovativeness.

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