Purpose

Prior research assumes that customer integration enhances customer value. However, the mechanisms and conditions under which customer integration contributes to customer value are less understood. This study aims to draw insight from the resource-based view (RBV) to conceptualize customer integration as an input resource that triggers product and process innovation capabilities to enhance customer value. The study further draws on the contingent RBV to examine supply chain network complexity (SCNC) conditions under which customer integration contributes to customer value through product and process innovation capabilities.

Design/methodology/approach

This study’s conceptual framework is tested on primary data from 335 firms in Ghana. PROCESS and ordinary least square regression analyses were used to test the study hypotheses. Additional analyses were conducted using structural equation modeling and two-stage least square regression analysis.

Findings

This study finds that, beyond the significant direct positive association between customer integration and customer value, product and process innovation capabilities mediate the association between customer integration and customer value. Evidence further shows that the indirect associations between customer integration and customer value through product and process innovations are strengthened when SCNC increases.

Originality/value

This research validates the presumed relationship between customer integration and customer value and provides theoretical arguments and empirical evidence to demonstrate how process and product innovation capabilities uniquely and in interaction with SCNC transform this relationship.

中文翻译：

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客户整合与客户价值：创新能力与供应链网络复杂性的权变作用

目的

先前的研究假设客户整合提高了客户价值。然而，客户整合对客户价值的贡献的机制和条件却鲜为人知。本研究旨在从基于资源的观点 (RBV) 中汲取洞察力，将客户整合概念化为触发产品和流程创新能力以提高客户价值的输入资源。该研究进一步利用或有 RBV 来检查供应链网络复杂性 (SCNC) 条件，在这些条件下，客户集成通过产品和流程创新能力为客户价值做出贡献。

设计/方法/方法

本研究的概念框架在加纳 335 家公司的原始数据上进行了测试。过程和普通最小二乘回归分析用于检验研究假设。使用结构方程建模和两阶段最小二乘回归分析进行了额外的分析。

发现

本研究发现，除了客户整合与客户价值之间存在显着的直接正相关关系外，产品和流程创新能力还调节了客户整合与客户价值之间的关联。证据进一步表明，当 SCNC 增加时，通过产品和流程创新，客户整合与客户价值之间的间接关联得到加强。

原创性/价值

这项研究验证了客户整合和客户价值之间的假定关系，并提供了理论论据和经验证据来证明流程和产品创新能力如何独特地以及与 SCNC 交互改变这种关系。