tubittum journal

ISSN: 2822-5295

QR Code https://tubittumjournal.com/article/316
Research Article

Investigating Innovative Entrepreneurship on Consumer Relation Based Economical Value Creation

Vol 3, issue 1, 2024

Authors

  • Salar Basiri
  • Mohammadali Rajabi Torbehbar
  • Toktam Parhizkarkhadiv
  • Masoud Bakhshandeh Abkenar
  • Elham Aliniadoun
  • Saeed Najafi
  • Saeb Moradi
  • Saeid Basiri
  • Ali Farzpourmachiani
  • Simin Naghibi Masouleh
  • Snjezana Baroness Rajacic
  • Mehrdad Fojlaley
  • Mehdi Farzpourmachiani

Abstract

The main purpose of this study is to investigate the impact of innovation in entrepreneurship on customer value creation behaviors through the mediating role of customer interaction. The statistical participants of this research is the customers of online sales sites. Therefore, 384 people were determined as the sample size. The questionnaires were distributed randomly. The article of Yen et al. (2020) was used to design the questionnaire. Structural equation modeling and AMOS software were used to analyze the questionnaires. The analysis of information collected from research questionnaires illustrated that innovation in entrepreneurship has a positive and significant effect on customer participation behaviors. Innovation in entrepreneurship has a positive and significant effect on customer citizenship behaviors. Customer interaction has a positive and significant effect on customer participation behaviors. Customer interaction has a positive and significant effect on customer citizenship behaviors. Customer interaction has a mediating and positive role in the relationship between innovation in entrepreneurship and customer participation behaviors. Customer interaction has a mediating and positive role in the relationship between innovation and customer citizenship behaviors.

How to Cite text

Basiri S, Rajabi Torbehbar M, Parhizkarkhadiv T, Bakhshandeh Abkenar M, Aliniadoun E, Najafi S, Moradi S, Basiri S, Farzpourmachiani F, Naghibi Masouleh S, Baroness Rajacic S, Fojlaley M, Farzpourmachiani M. Investigating Innovative Entrepreneurship on Consumer Relation Based Economical Value Creation. Tubittum. 2024; 3(1): 421-432.

  1. Habibi, Mohammad; Moazzami, Mojtaba and Hashemi, Seyyed Mahmoud. (2019). Investigating the impact of social entrepreneurship orientation on social innovation (Tehran entrepreneurs). Business Management Quarterly, 47, 514-494.
  2. Hosseinzadeh Shahri, Masoumeh; Habibi, Masoumeh and Heydari, Vajiheh. (2014). Investigating the effect of marketing capabilities on the perception and formation of creative and timely marketing strategy. Modern Marketing Research, 5(1), 107-128.
  3. Shabani, Akram; Mansouri Mohammadabadi, Suleiman; Mirfakhredini, Seyed Haider and Safari, Khalil. (2015). The effect of customer involvement on new product development: The mediating role of market outcomes. Iranian Management Sciences Quarterly, 11(44), 78-57.
  4. Shirmohammadi, Yazdan; Nikmanesh, Shamsuddin and Hassannejad, Faezeh. (2019). The effect of product innovation and marketing on product internationalization in start-ups and new companies. International Business Management, 3(2), 81-101.
  5. Talari, Mohammad and Dehghani Kahnouye, Adele. (2018). The effect of experiential values on customer co-creation attitude and customer value co-creation behaviors in the tourism industry; A study of tourists in the city of Isfahan. Modern Marketing Research, 9(3), 1-18.
  6. Abbasi, Ebrahim and Chagari, Razia. (2017). Examining the relationship between cooperative behavior and citizenship behavior of customers on the intention to quit shopping (case study: an insurance company). Insurance Research Quarterly, 33(1), 63-84.
  7. Alilou, Parviz; Saeednia, Hamidreza and Badiazadeh, Ali. (2016). Designing a model for explaining brand value creation indicators in Iran’s textile industry. Journal of Marketing Management, 12(37), 31-45.
  8. Kejori, Hamidreza; Mirabi, Vahidreza and Safarzadeh, Hossein. (1400). Presenting the value creation model for bank customers in the process of co-creating brand value (case study: Shahr Bank). Business Management Quarterly, 49, 202-226.
  9. Mousavi, Seyed Najmuddin; Nazarpouri, Amir Hoshang; Saedi, Abdullah and Shariatnejad, Ali. (2014). Investigating the effect of customer value creation behavior on the provision of innovative services in the organization; Explaining the role of citizenship behavior and cooperative behavior. Business strategies (Behavioural Science), two scientific research quarterly of Shahid University, 22(5), 15-28.
  10. Ehrenthal, J.C.F., Stölzle, W. & Rudolph, T. (2012). A ServiceDominant Logic View of Retail On-Shelf Availability. 31, 43-58.
  11. Islam, H., Jebarajakirthy, C. & Shankar, A. (2021). An experimental based investigation into the effects of website interactivity on customer behavior in on-line purchase context. Journal of Strategic Marketing, 29(2), 117-140.
  12. Jalonen, H., Tuominen, S., Ryömä, A., Haltia,J., Nenonen, J. & Kuikka, A. (2018). How Does Value Creation Manifest Itself in the Nexus of Sport and Business? A Systematic Literature Review. Open Journal of Business and Management, 6, 103-138.
  13. Ruenrom, G. & Pattaratanakun, S. (2012). Corporate brand success valuation: an integrative approach to measuring corporate brands. International journal of business strategy, 12(3), 100-109.
  14. Sandberg, E. , Pal, R. & Hemilä, J. (2018). Exploring value creation and appropriation in the reverse clothing supply chain. International Journal of Logistics Management, 29(1), 90-109.
  15. Yen, C.H., Teng, H.Y. and Tzeng, J.C. (2020). Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement. International Journal of Hospitality, Management, Volume 88, July 2020, 102514.
  16. Yi, Y., Gong, T. and Lee, H. (2013). The impact of other customers on customer citizenship behavior. Psychology & Marketing, 30(4), 341-356.
  17. Yi, Y., Gong, T., (2013). Customer value co-creation behavior: scale development and validation. Journal of Business Research, 66 (9), 1279–1284.
  18. Zwick, D; Bonsu, S. & Darmody, A. (2008). Putting Consumers to Work: Creation and New Marketing Govern-Mentality. Journal of Consumer Culture, 8(2),163-196.

Articles Search

Search with Article name or description

Search with Author's name