Marketing and Innovation – A Relationship Approach

Boier, Rodica

doi:10.29358/sceco.v0i20.267

Cited by 2 publications

(2 citation statements)

References 38 publications

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“…Customers will likely enjoy a newly released innovative service developed in collaboration with stakeholders, leading to their loyalty and retention. The constant satisfaction of the customers encourages stakeholders to force the organisation to innovate effective products or services and bring them to the market (Boier, 2014).…”

Section: Banking Innovationsmentioning

confidence: 99%

Effect of innovation practices of banks on customer loyalty: an SEM-ANN approach

Tiwari¹

2023

BIJ

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PurposeThe purpose of this study is to examine the effects of banking innovations (INNs) on customer experience (EXP), satisfaction (SAT) and loyalty (LOY).Design/methodology/approachThe author evaluated the data using a structural equation method-artificial neural network (SEM-ANN) method. The author’s results show the presence of relationship between INN, EXP, SAT and LOY. In this study, the node layers of ANNs add an input layer, hidden layers and an output layer. Each “node” acts as an artificial neuron that communicates with others. The ANN model takes the variables from the SEM analysis as input neurons.FindingsThe author observed the significant effects between INN, EXP, SAT and LOY using the normalised importance generated by the multilayer perceptron used in the feed-forward back propagation of the ANN methodology. In this study, the ANN model can predict LOY through service innovation, with a forecast accuracy of 77.6%.Originality/valueBy applying neural network modelling, this research helps us understand how service innovation affects customer behaviour. For the first time, the author examined service innovations' direct and indirect impact on loyalty through EXP and SAT. The author made a significant conceptual contribution by using a non-compensatory model of ANNs to circumvent the limitations of linear models.

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Section: Banking Innovationsmentioning

confidence: 99%

Effect of innovation practices of banks on customer loyalty: an SEM-ANN approach

Tiwari¹

2023

BIJ

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“…The 1990s were marked by the idea of increasing marketing integration with other industry areas, creating a trend in the sector. This multidisciplinary integration was new in the pharmaceutical sector and had as its main motivation the beneficial economic effects on the performance of new product launches [73]- [77].…”

Section: Typologymentioning

confidence: 99%

A Critical Look at Innovation Profile and Its Relationship with Pharmaceutical Industry

Prata

Silvestre

Godman

et al. 2017

int.jour.sci.res.mana

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Background: The pharmaceutical sector undertakes extensive research and development (R&D). Pharmaceutical industries have continued to launch an appreciable number of new medicines, different pharmaceutical formulations, new indications and other innovations that contribute to the growth of this sector. New novel medicines are increasingly essential for continued success given the number of standard medicines now available as low cost generics or biosimilars. Consequently, innovation is a fundamental element in pharmaceutical company competition. Not all innovations though are the same size, type or category with differentiation of innovation essential for commercial success. However, given the wide range of definitions used in the literature, the framing may diffuse. Currently, there are several types and categories of innovation are deficiently harmonized and poorly stratified resulting in analysis trends and provide major obstacles to innovation’s differentiation and in assessing the company's innovative dominant characteristic in the sector. The objective of this study is to stratify and organize, didactically, the field of definitions and concepts of innovation and provide a structural and operational delineation, from a critical point of view, for the classifications of innovation applied to the pharmaceutical industry.

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Marketing and Innovation – A Relationship Approach

Abstract: Abstract

Cited by 2 publications

References 38 publications

Effect of innovation practices of banks on customer loyalty: an SEM-ANN approach

Effect of innovation practices of banks on customer loyalty: an SEM-ANN approach

A Critical Look at Innovation Profile and Its Relationship with Pharmaceutical Industry

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