Improving innovation and customer satisfaction through systems integration

Purpose - In recent years, organizations have been forced to compete in a new environment and to become more innovative, provide more quality and respond more effectively to consumers' needs and preferences. Within this context, the main objectives of this research are to propose scales and study the existing relationships among innovation, Management System Standards (MSSs) Integration and customer satisfaction in order to help organizations to manage these elements and increase their performance. Design/methodology/approach - Data for this study derives from a survey carried out in 76 Spanish organizations registered to at least both ISO 9001:2008 and ISO 14001:2004. An Exploratory Factor Analysis (EFA) and Structural Equation Modelling (SEM) are utilised to assess and confirm the proposed scales validity and the relationships of the research model. Findings - The conceptual model finds significant support based on the empirical study. Three of the four dimensions of innovation and the four dimensions of MSs Integration are confirmed. Besides, the findings show that the integration characteristics are positively related to innovation and satisfaction, whereas, innovation is only partially linked to satisfaction. Originality/value - This study, which aims to shed light on the integration characteristics, is the first to propose a model that links the three concepts of integration, customer satisfaction and innovation together. These are relevant issues for the competitiveness of companies, willing to increase their performance, especially for companies which have implemented several ISO based systems, which have become a key part of the organisation's lifeline and a prerequisite for survival in the twenty-first century.