Work

Service Innovation, Marketing Innovation and Customer Satisfaction: Moderating Role of Competitive Intensity

Year: 2022

Type: article

Abstract: Based on dynamic capability and contingency theory, authors examined the direct connection between Service innovation, Marketing innovation and Customer satisfaction, and the interacting mechanism of competitive intensity. The research model and hypotheses were developed from extant studies. Respondents from 300 microfinance banks participated in the survey. Analyses in Smart PLS software showed that Service innovation positively and significantly affects Customer satisfaction. Marketing innovation promotes customer satisfaction. Furthermore, the influence of Service and Marketing innovation on Customer satisfaction is greater in a competitive environment. Therefore, microfinance bank managers must continue to invest in innovation-related capabilities (service and marketing) to keep their customers satisfied. Theoretical and managerial contributions are highlighted in the study. JEL Classification: M10, M31

Source: SAGE Open

DOI: 10.1177/21582440221082146

Authors: Chijioke Nwachukwu, Hieu Minh Vu

Institutions: South Ural State University, Van Lang University

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: gold

Estimated APC paid: $1,200