Service Innovation, Marketing Innovation and Customer Satisfaction: Moderating Role of Competitive Intensity
نویسندگان
چکیده
Based on dynamic capability and contingency theory, authors examined the direct connection between Service innovation, Marketing innovation Customer satisfaction, interacting mechanism of competitive intensity. The research model hypotheses were developed from extant studies. Respondents 300 microfinance banks participated in survey. Analyses Smart PLS software showed that positively significantly affects satisfaction. promotes customer Furthermore, influence satisfaction is greater a environment. Therefore, bank managers must continue to invest innovation-related capabilities (service marketing) keep their customers satisfied. Theoretical managerial contributions are highlighted study. JEL Classification: M10, M31
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ژورنال
عنوان ژورنال: SAGE Open
سال: 2022
ISSN: ['2158-2440']
DOI: https://doi.org/10.1177/21582440221082146