Customer involvement in the decision- making process. The impact on the company's innovative capabilities

This study investigates the customer involvement in decision making procedure and the impact on company’s innovative capabilities. A survey with quantitative questionnaires was used. Based on a sample of 98 companies in Cyprus, the results indicate that customer involvement positively affects innovation capability. Furthermore, the innovation capability positively affects company’s performance. Additionally, a strong positive relationship is also indicated between customer involvement, innovation capability and customer relationship management. Finally, along with limitations and future research avenues, study findings and implications are discussed.