Do switching costs hurt new product development performance? The role of relationship quality and customer involvement
ISSN: 0025-1747
Article publication date: 19 July 2022
Issue publication date: 30 August 2022
Abstract
Purpose
From the dedication–constraint perspective, this study aims to complement ongoing discussions on the effects of switching costs on performance and explain the role of customer involvement and relationship quality in the relationship between switching costs and performance.
Design/methodology/approach
After collecting data from Chinese manufacturing firms, the authors employed structural equation modeling to test their theoretical model incorporating switching costs, new product development performance, relationship quality and customer involvement.
Findings
The findings show that switching costs negatively affect three dimensions of new product development performance covering new product development market performance, new product development speed, new product development cost. More importantly, relationship quality positively moderates the relationship between switching costs and new product development performance, while customer involvement takes positive moderation effects.
Originality/value
These conclusions contribute to the knowledge of switching costs and supplier–customer relationship, and provide theoretical contributions and managerial insights for both academics and practitioners.
Keywords
Acknowledgements
This work was supported by the National Nature Science foundation of China (No. 71832011), the Social Science Foundation of Shaanxi Province (No. 2020R033), the Fundamental Research Funds for the Central Universities (No. JB210601 and No. JB210606), the Science and Technology Innovation Team Plan of Shaanxi Province (No. 2020TD-006), and the Youth Innovation Team of Shaanxi Universities.
Citation
Li, Y., Ndubisi, N.O., Xu, J. and Li, G. (2022), "Do switching costs hurt new product development performance? The role of relationship quality and customer involvement", Management Decision, Vol. 60 No. 9, pp. 2552-2571. https://doi.org/10.1108/MD-10-2021-1321
Publisher
:Emerald Publishing Limited
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