Title: Effects of disruptive innovation on customer experience during product to platform leap

Authors: Sivakumar Arunkumar; C. Therasa; Aishwarya Ramesh

Addresses: School of Management, SASTRA (deemed to be university), Thanjavur, 613-401, Tamil Nadu, India ' School of Management, SASTRA (deemed to be university), Thanjavur, 613-401, Tamil Nadu, India ' School of Computing, SASTRA (deemed to be university), Thanjavur, 613-401, Tamil Nadu, India

Abstract: The study explores the impact of disruptive innovation practices during a product to platform leap on customer experience since, customer experience is the key to success or failure of any business or trade, and a number of factors contribute to it. The targeted respondents of the study are Reliance Jio 4G technology users. The framework was empirically tested using the purposive stratified sampling of Reliance Jio 4G users in Chennai, who use voice over long-term evolution (VoLTE) network. Each geographic region has been self-administered with 100 questionnaires, out of which, 300 responses were taken for analysis with the response rate of 86.75. The statistical tools used are ANOVA, correlation, multiple regression and reliability analysis. From the outcome of this study, the effect that disruptive innovation and product to platform leap have on the customer experience is studied, and necessary observations and suggestions are made.

Keywords: disruptive innovation; product to platform leap; customer experience.

DOI: 10.1504/IJBIR.2019.101653

International Journal of Business Innovation and Research, 2019 Vol.19 No.4, pp.490 - 508

Received: 14 Dec 2017
Accepted: 16 Mar 2018

Published online: 14 Aug 2019 *

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