IDEAS home Printed from https://ideas.repec.org/a/rss/jnljms/v3i9p5.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://rassweb.org/admin/pages/ResearchPapers/Paper%205_1497257896.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. David R. Bell & Jeongwen Chiang & V. Padmanabhan, 1999. "The Decomposition of Promotional Response: An Empirical Generalization," Marketing Science, INFORMS, vol. 18(4), pages 504-526.
    2. Jones, Eugene, 2014. "An Empirical Assessment of Consumers’ Preferences for Coffee," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(2), pages 1-26, July.
    3. Othmani, Abdelhafidh & Ben Yedder, Nadia & Bakari, Sayef, 2023. "The Cointegration Relationship between Patent, Domestic Investment and Economic Growth in United States of America," MPRA Paper 118245, University Library of Munich, Germany.
    4. Mustansar, Talreja, 2023. "Financial innovation, technological improvement and bank’ profitability," OSF Preprints 8wy95, Center for Open Science.
    5. Sofia Berto Villas‐Boas, 2009. "An empirical investigation of the welfare effects of banning wholesale price discrimination," RAND Journal of Economics, RAND Corporation, vol. 40(1), pages 20-46, March.
    6. Richards, Timothy J. & Patterson, Paul M., 1999. "The Impact Of Promotion And Advertising On Choice Of Fruit Category And Apple Variety: A Latent-Class Approach," 1999 Annual meeting, August 8-11, Nashville, TN 21627, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    7. Agarwal, Manoj K. & Frambach, Ruud T. & Stremersch, Stefan, 2000. "Does size matter? : disentangling consumers' bundling preferences," Serie Research Memoranda 0033, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    8. Hyun Joung Jin & Eun Young You, 2019. "Do Discounts in Ticket Prices Induce Sustainable Profit to Performing Arts Suppliers?," Sustainability, MDPI, vol. 11(14), pages 1-12, July.
    9. Jørgensen, Finn & Mathisen, Terje Andreas & Pedersen, Hassa, 2016. "Brand loyalty among Norwegian car owners," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 256-264.
    10. Mvele, Sigismond Hervey & Mengue, Larissa Ango & Ekome Ekane, Guy Christol, 2019. "Multiple subscriptions to mobile networks and consumer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 375-381.
    11. Byun, Kyung-Ah (Kay) & Duhan, Dale F. & Dass, Mayukh, 2020. "The preservation of loyalty halo effects: An investigation of the post-product-recall behavior of loyal customers," Journal of Business Research, Elsevier, vol. 116(C), pages 163-175.
    12. Patrice Cailleba & Herbert Casteran, 2010. "Do Ethical Values Work? A Quantitative Study of the Impact of Fair Trade Coffee on Consumer Behavior," Journal of Business Ethics, Springer, vol. 97(4), pages 613-624, December.
    13. Villas-Boas, Sofia Berto, 2007. "Using Retail Scanner Data for Upstream Merger Analysis: Counterfactual Experiments in the Retail Coffee Market," CUDARE Working Papers 7163, University of California, Berkeley, Department of Agricultural and Resource Economics.
    14. Jie Lv & Cong Cao & Qianwen Xu & Linyao Ni & Xiuyan Shao & Yangyan Shi, 2022. "How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming," Sustainability, MDPI, vol. 14(14), pages 1-18, July.
    15. Weiwen Qian & Yinguo Dong & Yuchen Liu, 2023. "The impact of mutual recognition of geographical indications on the quality upgrading of China’s agricultural exports," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-15, December.
    16. Marymagdaline E. Tarkang & Ruth N. Yunji & Simplice A. Asongu & Uju V. Alola, 2021. "Antecedents of Customer Loyalty (CL) in the Mobile Telecommunication Companies in Cameroon," Working Papers 21/036, European Xtramile Centre of African Studies (EXCAS).
    17. Manish Gangwar & Nanda Kumar & Ram C. Rao, 2021. "Pricing Under Dynamic Competition When Loyal Consumers Stockpile," Marketing Science, INFORMS, vol. 40(3), pages 569-588, May.
    18. Rosa-Branca Esteves & Joana Resende, 2016. "Competitive Targeted Advertising with Price Discrimination," Marketing Science, INFORMS, vol. 35(4), pages 576-587, July.
    19. Sunder Ramachandran & Sreejith Balasubramanian, 2020. "Examining the Moderating Role of Brand Loyalty among Consumers of Technology Products," Sustainability, MDPI, vol. 12(23), pages 1-16, November.
    20. Yating Tian & Qeis Kamran, 2021. "A Review of Antecedents and Effects of Loyalty on Food Retailers toward Sustainability," Sustainability, MDPI, vol. 13(23), pages 1-18, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rss:jnljms:v3i9p5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Danish Khalil (email available below). General contact details of provider: http://www.rassweb.org .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.