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Impact of Innovation on Customer Satisfaction and Brand Loyalty: A Case Study of Professionals

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  • Navera Khan
  • Sidra Salam
  • Asifullah Sherpao

Abstract

This study examines the impact of innovation on customer satisfaction and brand loyalty in cellular industry of Pakistan. All companies keep on introducing new features in their products, they can bring innovation in design, they can also change their procedures and even sometimes they can reduce their prices because they try their best to keep their customers satisfied and to get an edge over their competitors. The aim and purpose behind conducting this particular study is to find out the relationship between innovation and customer satisfaction and also to find the impact of innovation on brand loyalty. Further it shows the relationship of one variable with other variable. The hypotheses were formulated on the basis of literature review and data was collected through questionnaire from 80 professionals (government employees, private employees and self employed) of Rawalpindi and Islamabad who are using mobile phones. Data was analyzed through simple linear regression and correlation techniques. It was concluded that innovation has positive and significant impact on customer satisfaction and innovation also has positive relation with brand loyalty.

Suggested Citation

  • Navera Khan & Sidra Salam & Asifullah Sherpao, 2014. "Impact of Innovation on Customer Satisfaction and Brand Loyalty: A Case Study of Professionals," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 3(9), pages 663-672.
    • Handle: RePEc:rss:jnljms:v3i9p5
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    References listed on IDEAS

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    1. Orose Leelakulthanit & Boonchai Hongcharu, 2011. "Factors That Impact Customer Satisfaction: Evidence From The Thailand Mobile Cellular Network Industry," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 4(2), pages 67-76.
    2. Someshwar Rao & Ashfaq Ahmad & William Horsman & Phaedra Kaptein-Russell, 2001. "The Importance of Innovation for Productivity," International Productivity Monitor, Centre for the Study of Living Standards, vol. 2, pages 11-18, Spring.
    3. Lakshman Krishnamurthi & S. P. Raj, 1991. "An Empirical Analysis of the Relationship Between Brand Loyalty and Consumer Price Elasticity," Marketing Science, INFORMS, vol. 10(2), pages 172-183.
    4. Kasper, Hans, 1988. "On problem perception, dissatisfaction and brand loyalty," Journal of Economic Psychology, Elsevier, vol. 9(3), pages 387-397, September.
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    1. Chua, Celine & Li, Xue & Tan, Kim Hock & Yuen, Kum Fai, 2024. "Building sustainable performance in the maritime industry via digital resources and innovation," Transport Policy, Elsevier, vol. 149(C), pages 282-299.

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