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The Impact of Innovation on Customer Satisfaction and Brand loyalty: A Study of the Students of Faisalabad

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  • Naveed, Tahir
  • Akhtar, Irum
  • Cheema, Khaliq Ur Rehman

Abstract

The competition within the mobile market is increasing day by day in Pakistan. The rapid changes in the technology are the challenge for the companies to satisfy the customers and to get their loyalty through innovative products. Purpose of this study is to investigate the benefits (customer satisfaction and loyalty) and cost (customer dissatisfaction) associated with innovation. These benefits and costs are investigated through analysing the relationship between the innovation, customer satisfaction and brand loyalty. The hypothesis was developed through literature review and data was collected through questionnaire from 85 university students, received questionnaires were tested through simple linear regression and correlation for appropriate findings. The results described the significant relationship of innovation with customer satisfaction and brand loyalty. This also showed significant relationship between the customer satisfaction and brand loyalty. The studies on mobile market in Pakistan are conducted at minor level and this study has uniqueness in investigation only students as a mobile users market. This provides the way to marketers in targeting a specific class of mobile consumers, a way to conduct the research on the bases of these variables in other classes of mobile users.

Suggested Citation

  • Naveed, Tahir & Akhtar, Irum & Cheema, Khaliq Ur Rehman, 2012. "The Impact of Innovation on Customer Satisfaction and Brand loyalty: A Study of the Students of Faisalabad," MPRA Paper 53197, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:53197
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    References listed on IDEAS

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    Cited by:

    1. Kamran Iqbal & Hafiz Suliman Munawar & Hina Inam & Siddra Qayyum, 2021. "Promoting Customer Loyalty and Satisfaction in Financial Institutions through Technology Integration: The Roles of Service Quality, Awareness, and Perceptions," Sustainability, MDPI, vol. 13(23), pages 1-20, November.
    2. Fawaz Alhammad & Afaf Bugawa, 2021. "Evaluation of the Impact of Innovation Management on Customer Satisfaction and the Innovative Behavior of Employees: Field Study in Commercial Banks in the State of Kuwait," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(4), pages 3-15.
    3. Singh Rajesh & Sarangal Rajani Kumari, 2021. "Innovation in Quick Service Restaurants (QSRs): A Future Perspective," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 11(2), pages 210-218, December.

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    More about this item

    Keywords

    Brand loyalty; Customer Satisfaction; Innovation; and Pakistan;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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