ABSTRACT

Nowadays customer satisfaction is one of the basic requirements of manufacturing companies in developing countries. This research paper aims to create an evaluation model to investigate the effect of innovation in product presentation on customer satisfaction. The statistical population includes the customers of cosmetics produced by ten companies in Iran. The simple random sampling method was used to select 387 individuals. The results indicated that innovation in product presentation had a positive effect on the satisfaction of customers consuming cosmetics. In this study, open innovation and closed innovation paradigms were employed to deal with the main research problem.