European Business & Management

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Enterprise Agility on Consumption Value: Bringing Satisfaction in New Product

Received: 03 September 2016    Accepted: 20 October 2016    Published: 21 November 2016
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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.

DOI 10.11648/j.ebm.20160201.12
Published in European Business & Management (Volume 2, Issue 1, September 2016)
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), 2024. Published by Science Publishing Group

Keywords

Enterprise Agility, Consumption Value, Consumer Behavior, Customer Satisfaction, New Product Development, Canonical Correlation

References
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Author Information
  • Department of Business Administration, East West University, Dhaka, Bangladesh

  • Department of Business Administration, East West University, Dhaka, Bangladesh

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  • 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

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    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

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    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

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  • @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://download.sciencepg.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}
    }
    

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  • TY  - JOUR
    T1  - Enterprise Agility on Consumption Value: Bringing Satisfaction in New Product
    AU  - Nikhil Chandra Shil
    AU  - Anup Chowdhury
    Y1  - 2016/11/21
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    N1  - https://doi.org/10.11648/j.ebm.20160201.12
    DO  - 10.11648/j.ebm.20160201.12
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    JF  - European Business & Management
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    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
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