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Bowen, D. E., & Schneider, B. (2014). A service climate synthesis and future research agenda. Journal of Service Research, 17(1), 5-22.

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Article

How Can Climate for Innovation Lead to A Better Customer Experience? Insights from A Major Egyptian Telecommunications Company

1School of Business, The Knowledge Hub Universities-Coventry Branch, Cairo, Egypt

2Henley Business School, University of Reading, Reading, United Kingdom


Journal of Business and Management Sciences. 2025, Vol. 13 No. 4, 102-111
DOI: 10.12691/jbms-13-4-3
Copyright © 2025 Science and Education Publishing

Cite this paper:
Rasha El Gendi, Moira Clark. How Can Climate for Innovation Lead to A Better Customer Experience? Insights from A Major Egyptian Telecommunications Company. Journal of Business and Management Sciences. 2025; 13(4):102-111. doi: 10.12691/jbms-13-4-3.

Correspondence to: Rasha  El Gendi, School of Business, The Knowledge Hub Universities-Coventry Branch, Cairo, Egypt. Email: rasha.elgendi@tkh.edu.eg

Abstract

Customer experience may be leveraged in companies that have a good climate for innovation as employees become inspired to innovate their company’s products and services. A company’s climate for innovation is particularly important in the current Covid times, in which companies need to adapt speedily to survive. The purpose of this paper is to investigate empirically and provide in-depth understanding of the relationship between employees’ perceptions of climate for innovation within a company and customer experience. This study adopts a case study qualitative research method by conducting thirty-five in-depth semi-structured interviews with employees and managers in a major telecommunications company in Egypt, a market characterized by economic and political instability. A key finding of this research is the identification of new dimensions of climate for innovation characteristic of turbulent markets, namely: value-based organization; customer centricity; innovation unit; open innovation; structure of functional units; physical environment; internal communication; performance appraisal; training and development, and recruitment. Additionally, this study finds that there are six new dimensions of climate for innovation that are highly related to customer experience, namely customer centricity; open innovation; functional units’ structure; idea support mechanisms; CEO support and risk-taking.

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