Effect of voice customer in product development: An analytical study of a field study company rubber industries in Al-Najaf of Al-Ashraf, Iraq

The purpose of this research is to understand the influence of customers’ voices on product development by knowing the mediating effect of the production processes in the Najaf Rubber Industry Company. This research preserved a conceptual model based on a scientific vacuum in the cognitive literature. The model was tested using a sample production to reflect the voice of the customer during product development at the factory. According to the deductive analysis of the metadata, the results confirm that the customer volume influences the company’s improved levels of product development, and the variables work positively to improve competitive advantage it was 0.71. As such, this research provides future perspectives showing that a customer’s voice in a country influences the relationship between product development processes. The results indicate that the rubber company needs to train determination resources, humans, and specialists to adopt the customer’s voice on a large scale to enhance positive attitudes toward product development. This has a significant moral impact on achieving the company’s goals. This enhances the types of production systems and contributes to more scientific research on production management.