Relationship between brand innovativeness and customer satisfaction: a moderated mediation model from Generation M perspective

Abstract

Purpose This paper aims to examine the impact of innovativeness on customer satisfaction through mediation of perceived quality and also examines the effect of consumer involvement and communication strategy as moderating variables to validate relationship between innovativeness and perceived quality from the perspective of Generation M. Design/methodology/approach Cluster sampling method is used and data is collected from 451 graduates studying in different universities of Sahiwal division to know their perception regarding mobile phones brands. Structural equation modelling technique is used, and all analyses are performed using SPSS 23.0 and SmartPLS 2.0 to know the findings of the study. Findings This study finds positive significant nexus between innovativeness-satisfaction, innovativeness-perceived quality and perceived quality-customer satisfaction at brand level. This study also finds that perceived quality is a significant mediator between brand innovativeness and customer satisfaction. However, moderating variables do not help to boost the relationship among brand innovativeness and perceived quality to transmit their impact on customer satisfaction. Practical implications This study may help to understand the preferences of different generations. Findings of the study can also benefit the firms in investment decisions, brand management and formulation of innovative strategies for future. Originality/value To the best of the authors’ knowledge, this work is one of the first studies to investigate the integrated model of BI-CS through mediating and moderating variables to know the perception of Generation M regarding smartphone brands in developing economies like Pakistan.

The Influence of Brand Leadership and Brand Experience on Satisfaction and Repurchase Intention on E-commerce Brand

“…Thus, H1a is accepted. This result is in line with previous research (Chiu & Cho, 2021;Jeong & Kim, 2020;Naz et al, 2023) which states that quality has a significant effect on satisfaction. The quality of Tokopedia products and services offered must match customer expectations so that they can provide a sense of pleasure as satisfaction when used.…”

“…Quality can have an influence on customer satisfaction. This is in line with previous research by researchers Chiu & Cho (2021), Jeong & Kim (2020) and Naz et al (2023) which reveal that customers feel satisfied from the quality of a brand, either in the form of products or services. The hypothesis proposed is as follows:…”

“…Thus, innovativeness can affect satisfaction, in order to achieve success in its business. Previous research (Chiu & Cho, 2021;Naz et al, 2023) also states that there is a significant effect on innovation on satisfaction. If the product offered is more innovative and different from usual, the higher the level of customer satisfaction with the product.…”

“…Innovation is a new product value that makes a brand superior in order to increase customer trust (Naz et al, 2023). Customers have expectations that a product can be created innovatively and be useful when used.…”

Determinan Perilaku Membayar Zakat Di Bank Syariah: Analisis Peran Religiusitas, Transparansi, Dan Kepuasan Nasabah

“…Para ahli mendefinisikan kepuasan nasabah sebagai tanggapan penilaian tertentu terkait dengan produk atau jasa yang dikonsumsi (Parker et al, 2006). Dalam dunia bisnis, faktor kepuasan sangat penting karena menentukan keberpihakan publik terhadap layanan bisnis (Naz et al, 2022). Ditambah lagi, di era saat ini, kepuasan turut mewarnai kemajuan dunia zakat (Abd.…”