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

Navera Khan, Sidra Salam and Asifullah Sherpao

International Journal of Management Sciences, 2014, vol. 3, issue 9, 663-672

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.

Keywords: Innovation; Customer Satisfaction; Brand Loyalty (search for similar items in EconPapers)
Date: 2014
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