Customer Involvement in Entrepreneurship Process in Nigeria: A Pathway to Innovation in New Ventures
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Ekpeni Ogechukwu Perpetual*
Agbeche Aaron Oghenevwayere
Customer involvement in the entrepreneurial process is increasingly recognized as a critical driver of innovation in new ventures in Nigeria. This study examines the role of customer participation in shaping product and service innovation, with a particular focus on customer complaints and co-creation initiatives. Using a quantitative research approach, data were collected from 80 Nigerian entrepreneurs in small and medium-sized enterprises (SMEs) through a structured questionnaire. Pearson correlation analysis was conducted to assess the relationship between customer complaint management, co-creation initiatives, and innovation performance. The results indicate no statistically significant relationship between customer complaint management and innovation (r = -0.531, p = 0.643) or between co-creation initiatives and innovation (r = -0.132, p = 0.916). These findings suggest that while customer engagement strategies enhance satisfaction and loyalty, they do not directly drive innovation outcomes in Nigerian start-ups. Weak correlations highlight a gap between customer feedback collection and its effective integration into the innovation process. The study recommends that businesses treat customer complaints as sources of innovation insights, adopt structured co-creation frameworks, and invest in digital transformation technologies such as artificial intelligence and big data analytics. Additionally, fostering a culture of employee-driven innovation can complement customer engagement efforts. Future research should explore the contextual challenges that hinder effective customer participation in innovation within the Nigerian entrepreneurial landscape. By addressing these barriers, businesses can better leverage customer involvement as a pathway to sustainable innovation and competitiveness in the market.
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