Integrating Customer Feedback into Product Development for Enhanced Innovation
คำสำคัญ:
Customer Feedback Integration, Frequency of feedback interaction, Customer Understanding, Product Development Agility, Product Innovation Successบทคัดย่อ
This study investigates the impact of customer feedback mechanisms and the frequency of feedback interaction on product innovation success, with a focus on the mediating roles of customer understanding and product development agility, in Thailand's technology sector. Employing a quantitative research design, data were collected from 330 customers of Thai technology companies using a structured questionnaire and analyzed using Structural Equation Modeling (SEM). The findings reveal that enhanced customer feedback mechanisms and a higher frequency of feedback interaction significantly improve customer understanding and product development agility, which in turn positively impact product innovation success. These results underscore the importance of integrating customer feedback into product development processes as a strategic approach to fostering innovation in the technology sector. The study contributes to the literature on agile and user-centered design principles by providing empirical evidence from a specific geographic context and offers practical implications for technology companies seeking to leverage customer feedback for innovation. Limitations and directions for future research are also discussed, highlighting the potential for further exploration of this topic across different industries and regions
เอกสารอ้างอิง
Ahmadi, A., Taghipour, A., Fetscherin, M., & Ieamsom, S. (2023). Analyzing the influence of celebrities’ emotional and rational brand posts. Spanish Journal of Marketing-ESIC, 27(1), 117-136.
Ashmore, S., & Wedlake, M. (2016). Developing The Product Your Customer Really Wants: The Value of An Agile Partnership. Information Resources Management Journal, 29(4), 18-25.
Carbon, R., Knodel, J., Muthig, D., & Meier, G. (2008). Providing feedback from application to family engineering—the product line planning game at the Testo AG. In Proceedings of the 12th International Software Product Line Conference (pp. 180–189). IEEE.
Celuch, K., & Walz, A. M. (2020). The role of active identification in driving retail customer feedback. Services Marketing Quarterly, 41(2), 63-181.
Chitsazan, N., Sharpe, S., Katariya, D., Cheng, Q., & Rajasethupathy, K. (2021). Dynamic Customer Embeddings for Financial Service Applications. arXiv preprint arXiv, 21(06), 11880.
Eaknarajindawat, N. (2023). Assessing The State of Reverse Logistics Management In The Auto Parts Industry In Thailand: Opportunities And Challenges. Journal of Namibian Studies: History Politics Culture, 33(special), 5681-5702.
Kannan, V., Basit, M. A., Youngblood, J. E., Bryson, T. D., Toomay, S. M., Fish, J. S., & Willett, D. L. (2017, November). Agile co-development for clinical adoption and adaptation of innovative technologies. In 2017 IEEE Healthcare Innovations and Point of Care Technologies (Vol. 2017) (pp. 56-59). IEEE.
Khorasani, S. T. (2014). Design-driven integrated-comprehensive model CDFS strategic relationships. In International Design Engineering Technical Conferences and Computers and Information in Engineering Conference (Vol. 46353, p. V004T06A020). American Society of Mechanical Engineers.
Olsson, H. H., & Bosch, J. (2014). The HYPEX model: from opinions to data-driven software development. In Continuous software engineering (pp. 155-164). Cham: Springer International Publishing.
Poppendieck, M., & Cusumano, M. A. (2012). Lean Software Development: A Tutorial. IEEE Software, 29(1), 48-56.
Pyhäjärvi, M., & Rautiainen, K. (2004). Integrating Testing and Implementation Into Development. Engineering Management Journal, 6(3), 20-35.
Randall, R. M. (2014). Agile at IBM: Software Developers Teach A New Dance Step to Management. Strategy & Leadership, 42(5), 32-37.
Rönnberg Sjödin, D., Parida, V., Palmié, M., & Wincent, J. (2021). How AI Capabilities Enable Business Model Innovation: Scaling AI Through Co-evolutionary Processes and Feedback Loops. Journal of Business Research, 134(Special), 574-587.
Žužek, T., Kušar, J., Rihar, L., & Berlec, T. (2020). Agile-Concurrent Hybrid: A Framework for Concurrent Product Development Using Scrum. Concurrent Engineering, 28(2), 112-125.
ดาวน์โหลด
เผยแพร่แล้ว
รูปแบบการอ้างอิง
ฉบับ
ประเภทบทความ
สัญญาอนุญาต
ลิขสิทธิ์ (c) 2025 วารสารการวิจัยการบริหารการพัฒนา
อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของมหาวิทยาลัยราชภัฏสวนสุนันทา
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยราชภัฏสวนสุนันทา และคณาจารย์ท่านอื่นๆ ในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
