УТИЦАЈ ОДНОСА СА ПОТРОШАЧИМА НА ИНОВАЦИЈЕ ПРОИЗВОДА НА ТЕРИТОРИЈИ АП ВОЈВОДИНЕ
DOI:
https://doi.org/10.22190/TEME231019059MKljučne reči:
Маркетинг односа, иновације производа, дугорочно партнерство, укључивање купацаApstrakt
Ово истраживање има за циљ да утврди како односи са потрошачима утичу на иновативну активност компанија у Србији на подручју АП Војводине. Под иновативном активношћу се подразумева допринос иновацији производа. За анализу односа са купцима је коришћено дугорочно партнерство са потрошачима, укључивање потрошача у развој новог производа и технологија која се користи у односима са потрошачима. Емпиријско истраживање је засновано на упитнику, који је обухватио узорак од 31 компаније на подручју АП Војводине. Креирање модела и статистичка анализа су одрађене у оквиру софтверског пакета за статистичку анализу података Smart PLS 4. Резултати су показали да развијање дугорочних односа са потрошачима и примена савремене технологије у односима позитивно утичу на иновације производа. Са друге стране, утицај укључивања потрошача у развој новог производа се није показао као статистички значајан када су у питању иновације производа.
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