Agility becomes the norm of business, means of success. This is due to technological advances, accelerated learning process, diffusion of technologies in every sphere of life, short life cycle, high degree of risk and uncertainties. Aptly customer satisfaction has been modeled from different perspectives to address every possible explanation. Consumer behavior is very much situational. Ensuring an expected level of consumption value for new product becomes the biggest challenge to most of the marketers. How high degree of enterprise agility can bring satisfaction through confirming a satisfactory level of consumption value for new product is an issue of extensive research. A structured questionnaire is used to conduct a survey on Enterprise Agility (EA) and Consumption Value (CV). This research applies the consumption value model as the basic framework, which included the functional value, the social value, the emotional value, the epistemic value and the conditional value. The researchers also consider some agility dimensions as the influencers, that is, the brand image, consumers’ perceived risk, consumer attitude towards the new product, the buying intention, and the level of post-purchase satisfaction. As putting these two theories together, this research intends to verify whether the expected consumption value will be influenced by enterprise agility. After surveying consumers and implementing a canonical analysis, the data reveals two types of correlation between enterprise agility dimensions and consumption values. One is defined as the behavioral-facilitated relationship, which means that consumer behavior characterized by brand image, attitude and post-purchase satisfaction has positive relation to having higher willingness of preferring high function, social value, enthusiastic feeling, and novelty to make them satisfied while using new product. Contrarily, the second type is called the situational-conditional relationship, which means that the perceived risk combined with intention has the higher positive relation with the conditional value. The research will give more insights to the market researchers and professionals regarding the benefits of enterprise agility to ensure more customer satisfaction.
| Published in | European Business & Management (Volume 2, Issue 1) |
| DOI | 10.11648/j.ebm.20160201.12 |
| Page(s) | 8-16 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2016. Published by Science Publishing Group |
Enterprise Agility, Consumption Value, Consumer Behavior, Customer Satisfaction, New Product Development, Canonical Correlation
| [1] | Pal, N. and Pantaleo, D. (2005). The Agile Enterprise: Reinventing your Organization for Success in an On-Demand World, Springer, Berlin. |
| [2] | Brafman, O. and Beckstrom, R. A. (2006). The Starfish and the Spider: The Unstoppable Power of Leaderless Organizations, Penguin Books, London. |
| [3] | Tsourveloudis, N. C. and Valavanis, K. P. (2002). On the measurement of enterprise agility. Journal of Intelligent and Robotic Systems, Vol. 33, pp. 329–342. |
| [4] | Cohn, M. (2005). Agile Estimating and Planning, Prentice Hall PTR, New York. |
| [5] | Krebs, J. (2008). Agile Portfolio Management, Microsoft Press. |
| [6] | Solomon, M. (1996). Consumer Behavior, 3rd ed., Prentice Hall Englewood Cliffs. NJ, p. 33. |
| [7] | Belch, G. E. (1978). Belief System and the Differential Role of the Self-Concept. In Advances in Consume Research, Vol. 5, Keith H. Hunt, Ann Arbor (eds.), Michigan Association for Consumer Research. |
| [8] | Andreasen, A. R. (1965). Attitudes and Consumer Behavior: A Decision Model. In New Research in Marketing (ed.) Lee E. Preston. Berkeley: University of California, Institute of Business and Economic Research, pp. 1-16. |
| [9] | Nicosia, F. M. and Mayer, R. N. (1976). Toward a Sociology of Consumption. The Journal of Consumer Research, Vol. 3, No. 2, pp. 65-75. |
| [10] | Zaltman, G., Pinson, C. A. and Agelman, R. (1973). Methodology and Consumer Research. Holt Rinehart and Winston, New York. |
| [11] | Lunn, J. A. (1974). Consumer Decision Process Models, in Models of Buyer Behavior, edited by J. N. Sheth, New York: Harper & Row, pp. 34-69. |
| [12] | Howard, J. A and Sheth, J. N. (1969). The Theory of Buyer Behavior, New York: John Wiley and Sons, pp. 9-28. |
| [13] | Horton, R. L. (1984). Buyer Behavior: A decision Making Approach, Charles E. Merrill Publishing Company, Columbus. |
| [14] | Schhiffman, J. B. and Kanuk, L. L. (1997). Consumer Behavior, Prentice Hall, Sixth edition, p. 446. |
| [15] | Sheth, J. N. B. I., Newman, B. L and Gross, B. L. (1991).Why We Buy What We Buy a Theory of Consumer Behavior. Journal of Business Research, Vol. 22, pp. 159-170. |
| [16] | Maslow, A. H. (1970). Motivation and Personality, 2nd. Ed., New York, Harper & Row. |
| [17] | Katona, G. (1971). Aspirations and Affluence: Comparative Studies in the USA and Western Europe, NY: McGraw Hill. |
| [18] | Katz, D. (1960). The functional approach to the study of attitudes. Public Opinion Quarterly, 24, pp. 163-204. |
| [19] | Hanna, J. G. (1980). A Typology of Consumer Needs, Research in Marketing, Vol. 3, pp. 83-104. |
| [20] | Marshall, A. (1890). Principle of Economics: An Introductory Volume, London: Macmillan. |
| [21] | Stigler, G. J. (1950). The development of utility theory. The Journal of Political Economy, Vol. 58, No. 5, pp. 373-396. |
| [22] | Ferber, R. (1973). Consumer Economics, a Survey. Journal of Economics Literature, Vol. 11, No. 4, pp. 1303-1342. |
| [23] | Izard, C. E., Kagan, J. and Zajonc, R. B. (Eds.) (1977). Emotions, cognition and behavior. Cambridge, England: Cambridge University Press, pp. 229-263. |
| [24] | Westbrook, R. A. and Oliver, R. L. O. (1991). The dimensionality of consumption emotion pattern and consumer satisfaction. Journal of Consumer Research, Vol. 18, pp. 84-91. |
| [25] | Berlyne, D. F. (1970). Wovelty, Complexity and Hedonic Value perception psycnophysics, pp. 278-286. |
| [26] | Hirschman, C. E. and Mills, M. K. (1980). Source Shoppers use to Pick Store. Journal of Advertising Research, Vol. 20, No. 1, pp. 47-51. |
| [27] | Hall, E. R. (1990). Marketing taa growing minority population market facts. a (1), pp. 56-59. |
| [28] | Sheth, J. X. (1974).A field study of attitude structure and attitude-behavior relationship.In J. N. Sheth (ed), Models of Buyer Behavior-Conceptual, Quantitative and Empirical, New York: Harper & Row. |
| [29] | Kidd, T. P. (1994). Agile Manufacturing: Forging New Frontiers, Addison-Wesley Reading, MA. |
| [30] | Goldman, S. L. and Preiss, K. (eds) (1991). 21st Century Manufacturing Enterprise Strategy: An Industry-Led View, Bethlehem, PA, Iacocca Institute at Lehigh University. |
| [31] | Rodica, B. (2009). Consumer Behavior and Enterprise Agility – A Model of the Surveyed Indicators. Available at http://steconomice.uoradea.ro/anale/volume/2009/v4-management-and-marketing/114.pdf retrieved on April 17, 2010. |
| [32] | Lindquist, J. and Sirgy, J. (2005). Shopper, Buyer, and Consumer Behavior, 3rd Edition, Atomic Dog Publishing, Mason, Ohio. |
| [33] | Schiffman, L. G. and Kanuk, L. L. (2006). Consumer Behavior, 9th Edition, Prentice Hall. |
| [34] | Mittal, B. (2008). Consumer Behavior: How Humans Think, Feel and Act in the Marketplace, Open Mentis, Cincinnati, OH. |
| [35] | Solomon, M. (2008). Consumer Behavior, 8th Edition, Prentice Hall, Upper Saddle River, New Jersey. |
| [36] | Hoyer, W. D. and MacInnis, D. J. (2006). Consumer Behavior, 4th Edition, South-Western College Pub., Boston, Massachusetts. |
| [37] | Nunnally, J. and Bernstein, I. (1994). Psychometric Theory. (3rd Edition), New York: McGraw-Hill. |
APA Style
Nikhil Chandra Shil, Anup Chowdhury. (2016). Enterprise Agility on Consumption Value: Bringing Satisfaction in New Product. European Business & Management, 2(1), 8-16. https://doi.org/10.11648/j.ebm.20160201.12
ACS Style
Nikhil Chandra Shil; Anup Chowdhury. Enterprise Agility on Consumption Value: Bringing Satisfaction in New Product. Eur. Bus. Manag. 2016, 2(1), 8-16. doi: 10.11648/j.ebm.20160201.12
Share This Article
Twitter
Linked In
Facebook
Copy
Download@article{10.11648/j.ebm.20160201.12,
author = {Nikhil Chandra Shil and Anup Chowdhury},
title = {Enterprise Agility on Consumption Value: Bringing Satisfaction in New Product},
journal = {European Business & Management},
volume = {2},
number = {1},
pages = {8-16},
doi = {10.11648/j.ebm.20160201.12},
url = {https://doi.org/10.11648/j.ebm.20160201.12},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ebm.20160201.12},
abstract = {Agility becomes the norm of business, means of success. This is due to technological advances, accelerated learning process, diffusion of technologies in every sphere of life, short life cycle, high degree of risk and uncertainties. Aptly customer satisfaction has been modeled from different perspectives to address every possible explanation. Consumer behavior is very much situational. Ensuring an expected level of consumption value for new product becomes the biggest challenge to most of the marketers. How high degree of enterprise agility can bring satisfaction through confirming a satisfactory level of consumption value for new product is an issue of extensive research. A structured questionnaire is used to conduct a survey on Enterprise Agility (EA) and Consumption Value (CV). This research applies the consumption value model as the basic framework, which included the functional value, the social value, the emotional value, the epistemic value and the conditional value. The researchers also consider some agility dimensions as the influencers, that is, the brand image, consumers’ perceived risk, consumer attitude towards the new product, the buying intention, and the level of post-purchase satisfaction. As putting these two theories together, this research intends to verify whether the expected consumption value will be influenced by enterprise agility. After surveying consumers and implementing a canonical analysis, the data reveals two types of correlation between enterprise agility dimensions and consumption values. One is defined as the behavioral-facilitated relationship, which means that consumer behavior characterized by brand image, attitude and post-purchase satisfaction has positive relation to having higher willingness of preferring high function, social value, enthusiastic feeling, and novelty to make them satisfied while using new product. Contrarily, the second type is called the situational-conditional relationship, which means that the perceived risk combined with intention has the higher positive relation with the conditional value. The research will give more insights to the market researchers and professionals regarding the benefits of enterprise agility to ensure more customer satisfaction.},
year = {2016}
}
TY - JOUR T1 - Enterprise Agility on Consumption Value: Bringing Satisfaction in New Product AU - Nikhil Chandra Shil AU - Anup Chowdhury Y1 - 2016/11/21 PY - 2016 N1 - https://doi.org/10.11648/j.ebm.20160201.12 DO - 10.11648/j.ebm.20160201.12 T2 - European Business & Management JF - European Business & Management JO - European Business & Management SP - 8 EP - 16 PB - Science Publishing Group SN - 2575-5811 UR - https://doi.org/10.11648/j.ebm.20160201.12 AB - Agility becomes the norm of business, means of success. This is due to technological advances, accelerated learning process, diffusion of technologies in every sphere of life, short life cycle, high degree of risk and uncertainties. Aptly customer satisfaction has been modeled from different perspectives to address every possible explanation. Consumer behavior is very much situational. Ensuring an expected level of consumption value for new product becomes the biggest challenge to most of the marketers. How high degree of enterprise agility can bring satisfaction through confirming a satisfactory level of consumption value for new product is an issue of extensive research. A structured questionnaire is used to conduct a survey on Enterprise Agility (EA) and Consumption Value (CV). This research applies the consumption value model as the basic framework, which included the functional value, the social value, the emotional value, the epistemic value and the conditional value. The researchers also consider some agility dimensions as the influencers, that is, the brand image, consumers’ perceived risk, consumer attitude towards the new product, the buying intention, and the level of post-purchase satisfaction. As putting these two theories together, this research intends to verify whether the expected consumption value will be influenced by enterprise agility. After surveying consumers and implementing a canonical analysis, the data reveals two types of correlation between enterprise agility dimensions and consumption values. One is defined as the behavioral-facilitated relationship, which means that consumer behavior characterized by brand image, attitude and post-purchase satisfaction has positive relation to having higher willingness of preferring high function, social value, enthusiastic feeling, and novelty to make them satisfied while using new product. Contrarily, the second type is called the situational-conditional relationship, which means that the perceived risk combined with intention has the higher positive relation with the conditional value. The research will give more insights to the market researchers and professionals regarding the benefits of enterprise agility to ensure more customer satisfaction. VL - 2 IS - 1 ER -
Email: