THE INFLUENCE OF CUSTOMER RELATIONSHIP LEARNING ON PRODUCT INNOVATION PERFORMANCE

Product innovation is a highly intensive knowledge creation process. Customer relationship integration not only brings new ideas to the enterprise product innovation, and provide effective information feedback before the new products enter the market, which can reduce product development risk greatly. This paper builds a conceptual model to reflect the relationships between customer relationships learning on product innovation performance based on the interaction research perspective. Analyzing the questionnaires received from enterprises in east China, the results show that (1) information sharing, mutual understanding, specific memory have significant positive impact on product innovation performance; (2) knowledge absorptive capacity plays a significant intermediary role (partial or complete) in the mechanism. Therefore, enterprises should take advantage of the customer relationship learning, while enhance its knowledge absorptive capacity to strengthen the efficiency of customer relationship learning and improve product innovation ability.