An Empirical Study On The Effect Of Customer Participation On New Product Development Performance

Playing an increasingly critical role in new product development asan important part of the business process in the modern businesscompetition, continuous developing new products become a key factor todecide the merits of enterprise business performance. However, with theincreasing in the complexity of the new product development activities,single functions of the R&D department has been difficult to bear alonethe new product development tasks. In order to respond to this urgentneed, enterprises not only to work closely with in-house R&D teambetween individuals or cross-sectoral integration, as well as fullyinteractive with customers.The article regards the new product of Nongfuspring Co., Ltd.(hereinafter, the Nongfuspring) as the object of research, to explorecustomers to participate in new product development performance.Consistent definition after the discovery of a large number of domesticand foreign literature, little agreement exist on the customer participationand new product development performance concepts. Therefore, the firstarticle by reviewing the relevant literature, the clear meaning of relatedconcepts and customer participation into participation in timing andinvolvement. New product development performance is reflected in thedevelopment time, development of six indicators of success rate, marketshare, sales, satisfaction and profits. Meanwhile, this essay has proposed the framework and hypotheses of the research. Secondly, according to therelevant index system, designing questionnaires is to collect the feasibleand effective data. Then with the professional statistical software likeSPSS18.0and AMOS7.0, obtained data structural equation modelinganalysis and multiple regression analysis, the customers come to the ideageneration phase involved in new product development performance, theconceptual design stage, the prototype testing phase customerparticipation followed by new product development performance. Thedegree of interaction of the customer and the enterprise has the mostimpact on new product development performance Next is the surprisingnumber of participating companies, and then is the often meeting withcustomers. Meanwhile, test hypotheses, H1, H1a, H1b, H1d; H2; H3; H4,H4a, H4b, H4c set up. But H1c and H1e are not. Finally, according to theresults of the empirical analysis, analysis the customer participation innew product development of Nongfuspring affecting its performance, andthen to verify the hypothesis established. Finally, base on the customerparticipation in the consumer goods industry influencing new productdevelopment performance. This article gives the research on the theoryand practice value.