Effects of Customer Relationship Management on Product Innovation in Nigeria. A Case Study of Xerox HS Nigeria Limited

Oyenuga, Michael; Andah, Ruth Angbazo; Orji, Marcus Garvey; Agabi, Alice Ukeh

doi:10.11648/j.ajtab.20190504.15

Cited by 4 publications

(1 citation statement)

References 37 publications

(87 reference statements)

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“…Customers are encouraged by innovative companies to suggest and submit new product and service ideas (Oyenuga, Andah, Orji, & Agabi, 2019). Starbucks encourages its customers to submit innovative ideas on new products.…”

Section: Marketing Generated By Consumersmentioning

confidence: 99%

Shifts in Customer Relationship

Mandal

2022

International Journal of Applied Management Theory and Research

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Companies require building and maintaining customer relationships to achieve excellence in the digital age. Companies should be selective and should develop relationships with loyal and profitable customers and discourage unprofitable customers to continue doing business with them. Companies require developing interactive customer relationships which are mutually beneficial and understanding the growing importance of consumer-generated marketing in the digital age and online marketing domains in forming relationships. They should respect public policies like consumer security and privacy, have knowledge of customer rights, and respect those rights to win customer trust. Firms require developing customer preference programs to strengthen the bondage with passionate customers and to attract potential buyers and convert them into regular customers. All such strategies will help companies understand the shifting nature of customer relationships in the digital age, build in-depth customer relationships, succeed in the tough environment, and achieve business excellence in the digital age.

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Section: Marketing Generated By Consumersmentioning

confidence: 99%

Shifts in Customer Relationship

Mandal

2022

International Journal of Applied Management Theory and Research

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Factors influencing intention for reusing virtual reality (VR) at theme parks: the mediating role of visitors satisfaction

Alam,

Turi,

Bhuiyan

et al. 2024

Cogent Social Sciences

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Digital servitization bridging relational asymmetry

Asi,

Floris,

Argiolas

2023

TQM

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PurposeThis paper aims to investigate how firms such as Xerox, which have transitioned to a digital servitization business model, bridge relational asymmetry. It continues the theme of sustainability from the traditional three pillars—environmental, economic and social sustainability—to relational in terms of the quality of the relationship between the service provider and the customers.Design/methodology/approachUsing an exploratory method, qualitative data from the case of Xerox, a pioneering company that embraces servitization business models, has been gathered. The combination of exploratory archival and literature searches allows for a more in-depth understanding of servitization and how it bridges (or does not bridge) the relational asymmetry.FindingsThe results reveal that a relational dimension is inherent in the servitization business model, whereas in order to achieve sustainability, it must leverage transparency, which may be either an enabler or an impairing factor. A borderline for a transparent relationship that distinguishes these two parameters is established.Research limitations/implicationsThe study's single-case firm was limited to Xerox as an industry forerunner and could only represent mature and multinational enterprises.Practical implicationsWith the purpose of providing high-quality service, this exploratory paper gives managers rational insight into whether and when it is sustainable to fill the relational asymmetry between them as service providers and their customers.Social implicationsFrom the relational asymmetry perspective, the authors shed light on the aspect of transparency, which is a pivotal cause of any asymmetric relationship. Through the case of Xerox, the study further sheds light on the dual effect of transparency, which could either be an “enabling” or an “impairing” factor. Putting it together, the use of interaction as a basis for co-creation is at the crux of the emerging reality.Originality/valueThis paper examines servitization from a new perspective, proposing that the relational asymmetry bridged by servitization will determine the future of organizations that differentiate themselves through quality relationships.

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Effects of Customer Relationship Management on Product Innovation in Nigeria. A Case Study of Xerox HS Nigeria Limited

Cited by 4 publications

References 37 publications

Shifts in Customer Relationship

Shifts in Customer Relationship

Factors influencing intention for reusing virtual reality (VR) at theme parks: the mediating role of visitors satisfaction

Digital servitization bridging relational asymmetry

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