customer involvement in new product development

Customer involvement in new product development enables some companies to identify the complex and dynamic environment, and adjust themselves with it by receiving the information and knowledge from the customers . for an industrial firm to be successful within the market, it is essential to focus on improving the capability of developing new products. The purpose of this study is Examining the role of customer involvement in new product development. The conceptual model and research hypotheses have been determined according to literature review of this realm. In this study Of sampling judgmental is taken from management, supplier, Seller's and customer in Yazd Tile industries. The data gathering tool a questionnaire and data analysis and to evaluate the hypothesis was used of structural equation modeling (SEM), The Using The method Partial Least Squares (PLS). Results Reveals that the relationship between Customer involvement and new product development are positive and significant. Also another consequence of the hypothesis is that this Relationship which is held through the mediator variable New Product Performance shows that the impact of Customer involvement on New Product Development Is Positive and significant.