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Linking the individual forgetting context with customer capital from a seller's perspective

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  • J-G Cegarra-Navarro

    (Universidad Politécnica de Cartagena)

  • M-T Sánchez-Polo

    (Hospital Universitario Virgen de la Arrixaca)

Abstract

Customer capital is a result of interaction between an organization and its customers. Customers change their characteristics, including addresses, behaviour and preferences; but as the customer requirements change, basic beliefs or processes that is, things that individuals take for granted at an implicit and an explicit level of knowledge, must also change. This paper aims to identify the role of an individual forgetting context on customer capital in today's organization through an empirical study of 229 sellers (front-line contact people) in the Spanish optometry industry. Two structural equation models have been used, resulting in the conclusion that before obtaining an up-to-date memory, it is necessary to identify new ways of doing and interpreting things, which in turn result in a shift in relations that favour the customers.

Suggested Citation

  • J-G Cegarra-Navarro & M-T Sánchez-Polo, 2008. "Linking the individual forgetting context with customer capital from a seller's perspective," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 59(12), pages 1614-1623, December.
    • Handle: RePEc:pal:jorsoc:v:59:y:2008:i:12:d:10.1057_palgrave.jors.2602491
    DOI: 10.1057/palgrave.jors.2602491
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    References listed on IDEAS

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    Cited by:

    1. Gutiérrez, Jaime Ortega & Cegarra Navarro, Juan G. & Cepeda Carrión, Gabriel A. & Leal Rodríguez, Antonio L., 2015. "Linking unlearning with quality of health services through knowledge corridors," Journal of Business Research, Elsevier, vol. 68(4), pages 815-822.
    2. Asghar Afshar Jahanshahi & Khaled Nawaser & Alexander Brem, 2019. "The EFFECTS OF CUSTOMER CAPITAL ON CUSTOMER RESPONSE SPEED AND INNOVATIVENESS: THE MEDIATING ROLE OF MARKETING CAPABILITY," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 23(06), pages 1-25, August.
    3. Barrera Lozano, Margarita, 2018. "Conociendo otros sectores: La óptica en España/Analyzing sectors: Optics in Spain," Estudios de Economia Aplicada, Estudios de Economia Aplicada, vol. 36, pages 539-560, Mayo.
    4. Cegarra-Navarro, Juan-Gabriel & Wensley, Anthony & Batistic, Sasa & Evans, Max & Para, Clara Cubillas, 2021. "Minimizing the effects of defensive routines on knowledge hiding though unlearning," Journal of Business Research, Elsevier, vol. 137(C), pages 58-68.
    5. Muhammad Usman & Ahmed Abdul Hameed & Shahid Manzoor, 2018. "Exploring the links between Ethical Leadership and Organizational Unlearning: A Case Study of a European Multinational Company," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 10(2), pages 28-54, June.
    6. Cegarra-Navarro, Juan-Gabriel & Cepeda-Carrion, Gabriel & Eldridge, Stephen, 2011. "Balancing technology and physician–patient knowledge through an unlearning context," International Journal of Information Management, Elsevier, vol. 31(5), pages 420-427.
    7. Antonio L. Leal-Rodríguez & Stephen Eldridge & José Antonio Ariza-Montes & Emilio J. Morales-Fernández, 2019. "Understanding How Organizational Culture Typology Relates to Organizational Unlearning and Innovation Capabilities," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 10(4), pages 1497-1514, December.
    8. Silvia Martelo-Landroguez & Gema Albort-Morant & Antonio L. Leal-Rodríguez & Belén Ribeiro-Soriano, 2018. "The Effect of Absorptive Capacity on Green Customer Capital under an Organizational Unlearning Context," Sustainability, MDPI, vol. 10(1), pages 1-20, January.
    9. Cepeda-Carrión, Ignacio & Leal-Millán, Antonio G. & Ortega-Gutierrez, Jaime & Leal-Rodriguez, Antonio L., 2015. "Linking unlearning with service quality through learning processes in the Spanish banking industry," Journal of Business Research, Elsevier, vol. 68(7), pages 1450-1457.
    10. Cegarra-Navarro, Juan-Gabriel & Eldridge, Stephen & Wensley, Anthony K.P., 2014. "Counter-knowledge and realised absorptive capacity," European Management Journal, Elsevier, vol. 32(2), pages 165-176.
    11. Leal-Rodríguez, Antonio Luis & Eldridge, Stephen & Roldán, José Luis & Leal-Millán, Antonio Genaro & Ortega-Gutiérrez, Jaime, 2015. "Organizational unlearning, innovation outcomes, and performance: The moderating effect of firm size," Journal of Business Research, Elsevier, vol. 68(4), pages 803-809.
    12. Wensley, Anthony K.P. & Navarro, Juan Gabriel Cegarra, 2015. "Overcoming knowledge loss through the utilization of an unlearning context," Journal of Business Research, Elsevier, vol. 68(7), pages 1563-1569.

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