Process Innovation as a Result of CRM Mechanisms

Abstract

This paper aims to examine the impact of different cooperation mechanisms with customers on the development of process innovation in companies. in ??AP Vojvodina in the Republic of Serbia. Customer collaboration mechanisms include information sharing with customers, joint problem solving with customers, and technology used in customer relationships. In the software package for statistical data analysis Smart PLS 4, a statistical analysis of the data obtained by conducting a questionnaire in companies in AP Vojvodina was performed. The sample includes 31 companies, and its owners or general managers were responsible for filling it out. The results showed that joint problem solving with customers and the application of technology in relations with them significantly and positively affects the development of process innovations. In addition, information sharing with customers also has a positive impact on process innovation, but it is not statistically significant.