The Impact of Strategic Agility on the Relationship Between Customer Knowledge Management and Product Quality Development
Keywords:
Agility, customer knowledge management, product quality developmentAbstract
This study aims to examine the effect of strategic agility on the relationship between customer knowledge management and product quality development. To investigate the effect of strategic agility on the relationship between customer knowledge management and product quality development, descriptive statistics of the research variables were first reviewed. Then, the hypothesized model was constructed, and the relationships between variables were analyzed using the structural equation modeling (SEM) method. The validity and reliability of the model were assessed using the average variance extracted (AVE), composite reliability (CR), and Cronbach’s alpha indicators. To evaluate the accuracy of the model, the coefficient of determination (R²) was employed, and the results indicated that a suitable model was presented. In this research, data related to customer knowledge management, strategic agility, and product quality development were collected from 127 experts in the Customer Relationship Management (CRM) department of Snapp Company through a questionnaire. To analyze the collected data, descriptive statistics were initially used to assess indicators such as mean, standard deviation, and response range. Furthermore, to test the research hypotheses, the structural equation modeling method with the partial least squares (PLS) approach was applied using factor loadings, AVE, CR, R², and t-test to assess the impact of variables. The analysis was conducted using SmartPLS 3.0 software. The findings of the study reveal that, given the adequacy of the model fit, the path coefficient analysis demonstrated that all relationships and influences of corporate governance variables and internal audit performance were statistically significant.
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