Innovation Perception in the Services Context and its Influences on Customer Satisfaction and Loyalty

Abstract

Customer satisfaction and loyalty are managerial benefits that are strategic objectives of most firms. The marketing services literature suggests some predictors for these benefits; however there are still some gaps in the research. This paper investigates the perceived innovation of customers in the services context as a predictor of satisfaction and loyalty. The collected data were analyzed by statistical tests, including structural equation modeling, and the results indicate strong bonds between perceived innovation, satisfaction, and loyalty.

DOI: 10.5585/remark.v12i1.2482