Innovation Strategies and Customer Satisfaction among Agri-Business Enterprises in Davao Del Sur

Mba James R. Linao
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Mba James R. Linao: Associate Professor, Faculty, Department of Business Administration Education, University of Mindanao-Bansalan College, Bansalan, Davao del Sur, Philippines

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 14, 477-497

Abstract: This study investigates the significant relationship between innovation strategies and customer satisfaction among agri-business enterprises in Davao del Sur. It identifies the evolution of these enterprises, with the majority being established in the 20th century, and explores their ownership structures, employment levels, and the characteristics of their customer base. The research found that 56.25% of agri-businesses were sole proprietorships, while 18.75% were corporations and 25% were cooperatives. Most customers were aged 21-30, predominantly female, with a college-level education and a monthly income between PHP 16,000 and PHP 20,000. The study reveals that innovation strategies such as aggressiveness, analysis, defensiveness, futurity, proactiveness, and riskiness play a significant role in enhancing customer satisfaction. The analysis also shows a positive correlation between innovation strategies and customer satisfaction, indicating that customers’ expectations, including product quality, brand, price, and promotion, are met through effective innovation practices. Based on these findings, the study recommends that agri-business enterprises monitor market trends, prioritize innovation, and engage in action research to continually improve product offerings and customer satisfaction. Further research is encouraged to explore additional factors influencing customer satisfaction within the agri-business sector.

Date: 2025
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