Percorrer por autor "Khan, Muhammad Saud"
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- Innovation management in business: how digital management is used to increase the firm reputation customer responsePublication . Khan, Muhammad Saud; Monte, Ana Paula; Cardim, SofiaThe current study has been designed to study the concept of innovation management. As digitalization is the biggest creation of innovation, its role in improving or affecting the firm’s reputation and customer response is analysed. The study's objectives were to analyse how digitalization affects firm reputation and how it has been used to improve customer response service. The study was focused on analysing the data from inside the organization. Mixed method research methodology was utilized to collect both quantitative and qualitative data. Both questionnaire and qualitative open-ended interview were utilized for the collection of data. The research sample consist 50 employees and 10 managers from five manufacturing companies. The questionnaire was filled by employees and interview was conducted with managers. For quantitative analysis frequency distribution and percentage analysis, Pearson coefficient correlation analysis and linear regression were applied. Strong positive correlation was found between digitalization and variables of customer care with values obtained as Service Frequency (r=.866), Reliability (r=.841) and Convenience (r=.890). Similarly, strong positive correlation was also found between the digitalization and variables of firm reputation. The values obtained were Product Innovation (r=.795), Corporate Culture (r=.881), Firm Performance (r=.907) and Product Value (r=.881). Linear Regression was applied to test the hypotheses and to check the impact of independent variables on the dependent variable. For firm reputation, the regression analysis indicated that digitalization positively impacts firm performance, product value and corporate culture. For customer response variables regression analysis indicates that digitalization has positive impact on convenience and service frequency offered by customer care. On the other hand, regression analysis indicated that digitalization has no impact on the reliability of customer care services. Thematic analysis was applied to the qualitative data gathered from the managers of the selected companies. The results indicated that all the managers believed in the potential of digitalization in improving firm reputation and customer care service. However, managers mentioned limitations like meeting shareholder expectations, budget constraints, and the investment required for training and development. Digitalization was not found to be utilized for product innovation. The study recommended that provided the scope and benefits of digitalization in all aspects of businesses, organizations must carefully design their digital strategies and allocate more budget to digital activities