Innovation Perception in the Services Context and its Influences on Customer Satisfaction and Loyalty
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 th...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2013 |
| País: | Brasil |
| Institución: | Universidade Nove de Julho (UNINOVE) |
| Repositorio: | REMark - Revista Brasileira de Marketing |
| Idioma: | portugués |
| OAI Identifier: | oai:https://periodicos.uninove.br:article/11970 |
| Acceso en línea: | https://periodicos.uninove.br/remark/article/view/11970 |
| Access Level: | acceso abierto |
| Palabra clave: | Innovation in Services, Satisfaction, Loyalty Inovação em Serviços, Satisfação, Lealdade. |
| Sumario: | 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 |
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