Relationship marketing in customer retention and organizational loyalty

.....contemporary, there is a great deal of dynamism and competition, and therefore it is fundamental for organizations to produce newfangled ideas of high quality to develop or sustain their competitive edge. Customarily, an approach of generating ideas has been verbal brainstorming, which encompasses a practice where groups of individuals, commonly in the similar space, work in tandem to form and interchange notions (Stevens et al., 2009). The design of the user interface of a system is vital and fundamental to the success of the software. The presentation and unveiling of concepts through an information system interface can play a significant part in facilitating and encouraging the integration of conceptions in the electronic brainstorming system (EBS), which as a result can give rise to enhancing the level of productivity. In delineation, EBS is a computer-based system that simplifies and enables brainstorming between the group members. The aspect in this case is that electronic brainstorming system is bound to have a greater impact in comparison to the custom approach of verbal brainstorming (Javadi et al., 2013).

The prevailing theories lay emphasis on the assimilation and integration of ideas as the sought after outcome. Moreover, since EBS does not generally and entirely outdo verbal brainstorming, this indicates the important correlation between user interface and idea integration. The key area of debate and deliberation encompasses the capacity of electronic brainstorming to underdo and have a better performance than verbal or nominal brainstorming in reliance to its capability to leverage the aptitudes and know-hows of the information system artifact for improving and augmenting the integration of ideas (Javadi et al., 2013).

Current theories are indicative that electronic brainstorming offers four major benefits and advantages over nominal brainstorming. To begin with, there is the advantage of parallel communication, which is also referred to as simultaneous input in the aspect that every team member can basically instigate ideas into the system as they come about. The second distinct benefit is the conceivability of unspecified or partly unspecified input in the sense that members can offer their input in secret without dread of reproach and disapproval. In addition, there is also the distinct benefit in the form of an instantaneous available log of the creativity session in which all of the recommended ideas handed by members are available on a general screen that can be appraised by all members at their suitability. In addition, the members of the brainstorming team are not necessitated to be physically present within the similar position or location. Imperatively, with the utilization of internet technologies, the members have the capability to log on from distant and isolated areas and still take part (Dhillon et al., 2009).

In accordance to a research study undertaken by Dennis et al. (2013), the study developed a web-based computer game that was purposed to enhance the level of creativity through priming, which is the exhibition of an impetus intended to subconsciously embed an idea in working recollection that changes ensuing behavior. The participants in the study were shown a priming game and thereafter worked in tandem as group members through the use of electronic brainstorming to come up with ideas on a creativity assignment. The outcomes of the research study indicate that when the participants played the game, purposed to enhance performance, their groups produced substantially more ideas that were more creative subsequent to being exposed to neutral priming (Dennis et al., 2013). A major argument and debate encircling this topic is that the superiority of electronic brainstorming over nominal brainstorming is feeble and poor. According to Pinsonneault et al. (1999), the process advances of EBS might not be as substantial as anticipated and that the existence of extra process losses that are intrinsic to EBS technologies give rise to an impairment in productivity. In addition, the authors make the argument that EBS is not actually efficacious, but rather generates the illusion of productivity.