Effects of customer relationship management on service innovation: moderating role of managers’ risk-taking behavior and interaction frequency

ABSTRACTThis study leverages a nested dataset (customers within service firms) to study the link between relationship investment and perceived innovativeness, and its impact on customer outcomes by using an online survey of the private club industry managers and their members. Multilevel data analysis was used to analyze the data. The results showcase that relationship investment has a direct and positive impact on perceived innovativeness, which further positively impacts customer commitment, willingness to recommend, and word-of-mouth. This suggests that for private clubs to have successful and long-term relationships with their members, they need to differentiate their products and services on a continuous basis. Furthermore, the results show managers' propensity for risk-taking can influence members' perceptions of the club's innovativeness directly and moderate the relationship between relational investments and perceived innovativeness.本研究利用嵌套数据集(服务公司内的客户)对私人俱乐部行业经理及其成员进行在线调查,研究关系投资与感知创新之间的联系及其对客户结果的影响。使用多级数据分析来分析数据。结果表明,关系投资对感知创新有直接、积极的影响,从而进一步对客户承诺、推荐意愿和口碑产生积极影响。这表明,私人俱乐部要想与会员建立成功且长期的关系,就需要不断差异化其产品和服务。此外,结果表明,管理者的冒险倾向可以直接影响会员对俱乐部创新性的看法,并调节关系投资和感知创新性之间的关系KEYWORDS: Service innovationrelationship investmentmultilevel modelingrisk-takinginteraction frequencydynamic capabilities AcknowledgmentsThe author thanks the Club Managers Association of America (CMAA) for their research grant and support in carrying out this study.Disclosure statementNo potential conflict of interest was reported by the author(s).