Impact of Marketing Innovation on Building Customer Loyalty: (A Field Study on Customers of Pioneers Paper and Carton Industries in Jordan)

Azzam, Zakaria; Fuqaha'a, Emad Al; Khrais, Ibrahim; Almubaydeen, Tareq Hammad; Ismai, Abdel Rahman

doi:10.1109/acit53391.2021.9677318

Cited by 6 publications

(3 citation statements)

References 14 publications

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“…The results of this research confirm the results reached by Azzam et al, (2021) that marketing innovation has a positive influence on loyalty. It also confirms the view reached by Chuah et al, (2016) that some perceived values can act as a mediator between innovation and loyalty.…”

Section: Discussionsupporting

confidence: 88%

“…Marketing innovations are considered an increasingly important tool for customer loyalty (Chuah et al, 2016). According to Azzam et al, (2021), marketing innovation has a strong and positive relationship with customers' loyalty, so if the marketing innovation increases, it reflects positively on customers' loyalty. Every successful innovation adds new energy to brand loyalty (Kumar & Kandoi, 2018).…”

Section: Marketing Innovation and Customer Loyaltymentioning

confidence: 99%

“…The number and content of studies examining the relationships between marketing innovation and customer loyalty are quite limited (e.g. Azzam et al, 2021;Chuah et al, 2016). The research was conducted to understand both the marketing innovation-loyalty relationship and the impact of image and satisfaction on this relationship.…”

Section: Introductionmentioning

confidence: 99%

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The Impact of Marketing Innovation on Customer Loyalty: The Mediati̇ng Role of Brand Image and Customer Satisfaction (A Case Study in Chemical Industry)

Tunç¹

2022

Academic Review of Humanities and Social Sciences

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Marketing innovation is extremely important for companies to create an advantage, especially in highly competitive industries. Because high competition requires the ability to make accurate and timely innovations to keep up with the rapid change. Innovation has a positive effect on profitability and performance, but it is very difficult to ensure its continuity. Loyalty, on the other hand, is the result of intense efforts that require long periods, unlike innovation. Loyalty is very important for companies to live longer under heavy competition. While innovation plays an important role in influencing consumer trends, loyalty is about maintaining those trends. Managing frequently changing customer preferences correctly and achieving this by creating loyalty is the biggest challenge for companies. This research examines the interaction between innovative activities, which are fast and represent change, and customer loyalty, which takes long and difficult processes to create, in a large-scale company operating in the chemical industry, through the concepts of image and satisfaction. The results show that the direct effect of marketing innovation on loyalty is not significant, but the effects over image and satisfaction mediators are significant. The research confirms the mediating role of image and satisfaction in the innovation-loyalty relationship.

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Section: Discussionsupporting

confidence: 88%

Section: Marketing Innovation and Customer Loyaltymentioning

confidence: 99%