قابليت مشتري‌محوري و مزيت رقابتي با نوآوري ارائه خدمات

Customizing Capability and Competitive Advantage: The mediating role of Innovativeness Service Offering

در ﻣﺤﯿﻂ رﻗﺎﺑﺘﯽ اﻣﺮوز ﺑﺎ اﻓﺰاﯾﺶ روزاﻓﺰون رﺷﺪ ﺧﺪﻣﺎت در ﺷﺮﮐﺖﻫﺎ، اﻫﻤﯿﺖ درك ﻧﻮآوري اراﺋﻪ ﺧﺪﻣﺎت و ﺷﯿﻮهﻫﺎي ﺑﻬﺒﻮد آن اﻓﺰاﯾﺶ ﯾﺎﻓﺘﻪ اﺳﺖ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺗﺤﻮﻻت ﺻﻨﺎﯾﻊ و ﮔﺮاﯾﺶ آنﻫﺎ ﺑﻪ ﺳﻮي رﻗﺎﺑﺖﭘﺬﯾﺮي، ﺗﻮﺟﻪ ﺑﻪ ﻧﻮآوري ﺧﺪﻣﺎت ﺑﺮاي ﮐﺴﺐ ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﭘﯿﺶ از ﭘﯿﺶ اﻫﻤﯿﺖ ﯾﺎﻓﺘﻪ اﺳﺖ. ﻫﺪف اﯾﻦ ﻣﻘﺎﻟﻪ ﺑﺮرﺳﯽ ﻧﻘﺶ ﻗﺎﺑﻠﯿﺖ ﻣﺸﺘﺮيﻣﺤﻮري و ﻧﻮآوري اراﺋﻪ ﺧﺪﻣﺎت در ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﭘﺎﯾﺪار اﺳﺖ. در اﯾﻦ ﭘﮋوﻫﺶ 156 ﻧﻔﺮ از ﺳﺮﭘﺮﺳﺘﺎن ﺷﺮﮐﺖﻫﺎي ﺻﻨﺎﯾﻊ ﻏﺬاﯾﯽ اﺳﺘﺎن زﻧﺠﺎن در ﭼﺎرﭼﻮب ﭼﻬﺎر ﻓﺮﺿﯿﻪ، ﻣﻮرد ﺑﺎ روش ﺗﻮﺻﯿﻔﯽِ ﭘﯿﻤﺎﯾﺸﯽ ﺑﺮرﺳﯽ ﻗﺮار ﮔﺮﻓﺖ. ﯾﺎﻓﺘﻪﻫﺎي اﯾﻦ ﭘﮋوش ﻧﺸﺎن ﻣﯽدﻫﺪ ﮐﻪ ﻗﺎﺑﻠﯿﺖ ﻣﺸﺘﺮيﻣﺤﻮري و ﻧﻮآوري اراﺋﻪ ﺧﺪﻣﺎت در ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﭘﺎﯾﺪار ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارد. ﻫﻤﭽﻨﯿﻦ ﻧﻮآوري اراﺋﻪ ﺧﺪﻣﺎت ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ در راﺑﻄﻪ ﻣﯿﺎن ﻗﺎﺑﻠﯿﺖ ﻣﺸﺘﺮيﻣﺤﻮري و ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﭘﺎﯾﺪار ﺑﺎزي ﻣﯽﮐﻨﺪ. ﻟﺬا ﻣﺪﯾﺮان ﻫﺮ ﻗﺪر ﺗﻮﺟﻪ ﺑﯿﺸﺘﺮي ﺑﻪ ﻧﯿﺎزﻫﺎي ﻣﺸﺘﺮﯾﺎن در ﻧﻮآوري اراﺋﻪ ﺧﺪﻣﺎت داﺷﺘﻪ ﺑﺎﺷﻨﺪ، ﻣﯽﺗﻮاﻧﻨﺪ در ﻣﻘﺎﯾﺴﻪ ﺑﺎ رﻗﺒﺎء ﺑﻪ ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ و ﻋﻤﻠﮑﺮد ﺑﺮﺗﺮ دﺳﺖ ﯾﺎﺑﻨﺪ.

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.