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

Nwachukwu, Chijioke; Vu, Hieu Minh

doi:10.1177/21582440221082146

Cited by 11 publications

(3 citation statements)

References 81 publications

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“…However, understanding that customer demands are constantly evolving in the face of changing world conditions is essential. The study partly supports the literature, paralleling findings by Chen et al (2015), Bellingkrodt and Wallenburg (2015), Nwachukwu and Vu (2022), Cabral and Marques (2020), indicating that the innovation activities of the airline company partially affect the perceived service quality by customers. Potential differences in the interpretation of survey questions across various sectors discussed in the existing literature contribute to this partial support.…”

Section: Conclusion and Recommendationssupporting

confidence: 83%

The Mediating Role of Customer Relationship Managment (CRM) in the Effect of Innovation on Perceived Service Quality: The Case of Airlines System

OKAN

2024

Journal of Aviation

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Today, businesses apply the Customer Relationship Management approach to ensure customer satisfaction and sustain customer loyalty. In this approach, it is aimed to go beyond satisfaction by putting the customer at the center. This research conducted at Antalya Airport aims to examine the impact of technological innovations by airline companies on the perceived service quality of passengers and how this impact is shaped through customer relationship management practices. The results of the study provide strategic recommendations and guidance for companies in the aviation sector. This presents an innovation in facilitating companies to make direct inferences from the research findings, aiding them in deriving practical insights. Through face-to-face interviews with passengers arriving at Antalya Airport, a sample of 430 respondents was reached, and all completed surveys were utilized. The data obtained from these passengers were analyzed using IBM SPSS 21 and SmartPLS 4 programs within the framework of established hypotheses. The results of the Structural Equation Analysis indicate a direct partial impact of innovative activities implemented by airline companies on the perceived service quality. This direct effect is found to create a complete impact indirectly. Additionally, it has been determined how customer relationship management practices shape this impact by acting as a mediator. The findings provide guidance to airline companies in understanding the influence of technological innovations on customer satisfaction and optimizing strategic customer relationship management practices. This study recommends that companies in the aviation sector focus on technological innovations to gain a competitive advantage and enhance customer satisfaction.

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Section: Conclusion and Recommendationssupporting

confidence: 83%

The Mediating Role of Customer Relationship Managment (CRM) in the Effect of Innovation on Perceived Service Quality: The Case of Airlines System

OKAN

2024

Journal of Aviation

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“…Similarly, several studies found that MI is critical for the marketing performance (Breesama et al, 2019;Lee et al, 2016) and it has also a significant effect on innovation performance (Medase & Barasa, 2019). MI also has a positive significant effect on the performance of companies (Peng et al, 2021), as well as customer satisfaction (Nwachukwu & Vu, 2022). On the other hand, studies also found that MI has no effect on the firm performance as reported in the study of Sayangbatti and Riyadi (2021).…”

Section: Marketing Innovation and Smebpmentioning

confidence: 81%

The Mediating Role of Marketing Innovation Between Internal Social Media Utilization and Business Performance of Smes in Saudi Arabia

Alhamami¹,

Hashim²,

Hamid³

et al. 2023

J. Professional Business Review

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Purpose: The usage of social media (SM) by small and medium enterprises (SMEs) received relatively less attention and the findings in the literature are mixed in terms of the effect of SM on SME performance. The purpose of this study is to examine the effect of SM utilization on SME business performance (SMEBP) in Saudi Arabia. Theoretical Framework: Based on the resource-based view, this study proposed that SM internal utilization (SMIU) affects positively the SMEBP and marketing innovation (MI). MI is expected to affect the SMEBP and mediate the effect of SMIU on SME performance (profitability (PR) and business growth (BG). Design/Methodology/Approach: The population of this study is the SMEs in Al-Riyadh city in Saudi Arabia. A simple random sampling is deployed. The data was collected using a questionnaire. A total of 451 respondents representing SMEs participated in this study. Findings: The finding was derived using Smart PLS version 4. The findings showed that SMIU affected positively PR and BG of SME and MI. MI affected positively the PR and BG of SME and mediated partially the effect of SMIU on PR and BG of SME. Research practical Implication: Decision makers are advised to deploy SM more effectively and to create a rewarding culture for innovative ideas to improve performance. Originality/Value: This study helps to enhance the understanding regarding the role of marketing innovation and social media internal usage in improving the performance of SMEs in emerging economies.

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“…Examples of innovative marketing ventures include immersive experiential campaigns, augmented reality advertisements, personalised and data-driven content strategies, influencer collaborations and interactive social media campaigns. The essence of such ventures lies in their ability to captivate consumer attention, create memorable brand experiences, and adapt to the ever-evolving landscape of consumer preferences and technological advancements (Chijioke, Vu, 2022;Chummee, 2022).…”

Section: Discussionmentioning

confidence: 99%

Innovativeness of Training Companies in the West Pomeranian Voivodeship

Smolska

2024

znadministracja

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The aim of the article is to analyse and evaluate the innovativeness of training companies operating in the West Pomeranian Voivodeship. In the theoretical part of the article: the basic concepts related to the innovativeness of training companies are defined and the indicators for measuring the innovativeness of these enterprises are summarised. The practical part of the article analyses the innovativeness of training companies in the West Pomeranian Voivo-deship. The following research methods were used in the article: literature analysis, analysis of source data from the Central Statistical Office, analysis of primary data obtained as a result of quantitative research.

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

Cited by 11 publications

References 81 publications

The Mediating Role of Customer Relationship Managment (CRM) in the Effect of Innovation on Perceived Service Quality: The Case of Airlines System

The Mediating Role of Customer Relationship Managment (CRM) in the Effect of Innovation on Perceived Service Quality: The Case of Airlines System

The Mediating Role of Marketing Innovation Between Internal Social Media Utilization and Business Performance of Smes in Saudi Arabia

Innovativeness of Training Companies in the West Pomeranian Voivodeship

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