User-driven innovation in the telecom sector: The power of engaging customers in new service creation

This research examines the impact of customer engagement on the speed of innovation in the Telecom sector in Jordan, focusing on the mediating roles of employee creativity and innovation capability. The study employs a quantitative approach, utilizing a structured questionnaire to collect data from 508 employees across major telecom companies in Jordan. The conceptual framework investigates three dimensions of customer engagement: participation in co-creation activities, engagement through digital channels, and feedback frequency. The data was analyzed using partial least square structural equation modeling (PLS-SEM). The results reveal that customer engagement through digital channels and feedback frequency significantly influence the speed of innovation, while the direct effect of participation in co-creation activities is not significant. Both employee creativity and innovation capability were found to play crucial mediating roles in explaining customer engagement in rapid innovation outcomes. These findings contribute to understanding user-driven innovation in the telecommunications sector, particularly in emerging markets. The study provides valuable insights for telecom companies seeking to enhance their innovation performance through effective customer engagement strategies, emphasizing the importance of fostering employee creativity and building robust innovation capabilities.