Linking interactive and supportive service innovation with customer satisfaction through customer value creation
| dc.contributor.author | Dr. Bandar Khalaf Alharthey | |
| dc.date.accessioned | 2025-06-18T04:55:42Z | |
| dc.date.issued | 2018-11 | |
| dc.description.abstract | The main purpose of this study is to investigate the impact of service innovation (interactive and supportive) on customer satisfaction and mediating role of customer value creation. Innovation is considered successful when customer’s satisfaction is achieved. Telecom sector provides its customers with variety of choices through innovation which add value in the mind of customers. Failure of innovations creates an issue; solution of it leads to wave of importance of customer value creation which ultimately directs to customer satisfaction. Being having crucial place in the marketing thoughts CVC (customer value creation) is still nascent. Companies fail to create value due to many reasons. If value is not created then innovation is considered useless. This study attempts to fill the gap by studying the value creation process through service innovation. Cross sectional study is conducted in non-contrived setting and primary data is collected from the mobile users. Hypotheses are tested with a sample of 275 respondents and mediation whereas model fit is done using Smart PLS3. Results indicate that customer value creation significantly mediates the relationship between service innovation and customer satisfaction. The research is conducted on small scale and data has been collected from small geographical location (Riyadh/ Jeddah). The research would be more robust if it is conducted in other geographical area and variable (i.e. value co-creation) would be studied as mediator and customer participation as moderator. This research high lights the customer satisfaction process through value creation. | |
| dc.identifier.uri | https://research.arabeast.edu.sa/handle/123456789/139 | |
| dc.language.iso | en | |
| dc.publisher | International journal of marketing studies | |
| dc.title | Linking interactive and supportive service innovation with customer satisfaction through customer value creation | |
| dc.type | Article |