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- W2364199311 abstract "Negative critical incidents (NCIs) stemming from dissatisfaction with product or services bring the relationship between the firm and its customer into focus. It should be in the benefit of the firm to manage the number of NCIs. We investigate specific triggers of NCIs and study the role of marketing–operations interface in minimising their frequency. The discussion presented in the article is based on theoretical analysis and exploratory empirical research. It was found that firms that are part of industry where new products/services are introduced more frequently are expected to experience more frequent NCIs. A strong intra-organisational interface between marketing and operations functions has a moderating effect on this adverse relationship. One counter-intuitive insight obtained was that the complexity of processes delivering product/service may not be a cause of NCIs, but the reverse can be true in some cases. The sample investigated had representation from service and manufacturing sectors as well ..." @default.
- W2364199311 created "2016-06-24" @default.
- W2364199311 creator A5009905943 @default.
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- W2364199311 date "2016-02-18" @default.
- W2364199311 modified "2023-09-24" @default.
- W2364199311 title "Effect of cross-functional integration between operations and marketing on negative critical incidents" @default.
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- W2364199311 doi "https://doi.org/10.1080/14783363.2016.1147943" @default.
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