Generating customer value through the boosting of relationships and organisational innovativeness

This study aims to shed light on the question of how companies can generate customer value within the current increasingly dynamic, turbulent and hypercompetitive settings. With this purpose, we intend to examine whether relationship learning mechanisms and organisational innovativeness are actually key drivers of customer value. Concretely, this paper proposes and tests a mediation model that links relationship learning, organisational innovativeness and customer value. In order to test the research model and hypotheses posited in this study, we rely on the use of partial least squares (PLS) path-modelling, a variance-based structural equations modelling technique. We apply this technique to a sample composed of 153 innovation-intensive firms based in Spain. The findings support the influence of relationship learning and organisational innovativeness in customer value.