Modeling the factors affecting the customer's role in the innovation and development of Iranian tile and ceramic products:
A quantitative approach based on structural equations
2
Assistant Professor, Faculty of Advancement Engineering, Iran University of Science and Technology
10.22034/cbsj.2024.138594.2485
Abstract
The effect of various factors on the role of the customer in the innovation and development of the company's new product is strongly influenced by the background conditions. Considering the economic and strategic importance of the tile and ceramic industry, this article has tried to model the factors affecting the role of the customer in the innovation and development of the products of this sector. For this purpose, a survey was conducted with the participation of the managers of 160 new product development projects in 18 companies active in this field as a statistical sample, and then the obtained data were modeled based on the framework of structural equations and using the partial least squares (PLS) method. have became. According to the findings, although both internal and external factors have a significant effect on playing the role of the customer in the innovation and development of the company's product; The influence of external factors is more. Also, among the external factors, the market consequences including competitive performance and competitive superiority, and among the internal factors, operational consequences including technical quality and speed of innovation have the greatest impact on playing the role of the customer in the development of new products and the innovation performance of the company. Since external factors are mostly outside the control of companies and their managers and are more affected by government policies, the high influence of this group of factors confirms the important role of policymakers in this field;
vala, A. , kermani, M. and mashayekh, J. (2025). Modeling the factors affecting the customer's role in the innovation and development of Iranian tile and ceramic products:
A quantitative approach based on structural equations. Consumer Behavior Studies Journal, 12(1), -. doi: 10.22034/cbsj.2024.138594.2485
MLA
vala, A. , , kermani, M. , and mashayekh, J. . "Modeling the factors affecting the customer's role in the innovation and development of Iranian tile and ceramic products:
A quantitative approach based on structural equations", Consumer Behavior Studies Journal, 12, 1, 2025, -. doi: 10.22034/cbsj.2024.138594.2485
HARVARD
vala, A., kermani, M., mashayekh, J. (2025). 'Modeling the factors affecting the customer's role in the innovation and development of Iranian tile and ceramic products:
A quantitative approach based on structural equations', Consumer Behavior Studies Journal, 12(1), pp. -. doi: 10.22034/cbsj.2024.138594.2485
CHICAGO
A. vala , M. kermani and J. mashayekh, "Modeling the factors affecting the customer's role in the innovation and development of Iranian tile and ceramic products:
A quantitative approach based on structural equations," Consumer Behavior Studies Journal, 12 1 (2025): -, doi: 10.22034/cbsj.2024.138594.2485
VANCOUVER
vala, A., kermani, M., mashayekh, J. Modeling the factors affecting the customer's role in the innovation and development of Iranian tile and ceramic products:
A quantitative approach based on structural equations. Consumer Behavior Studies Journal, 2025; 12(1): -. doi: 10.22034/cbsj.2024.138594.2485
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