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Service Innovation, Marketing Innovation and Customer Satisfaction: Moderating Role of Competitive Intensity

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  • Chijioke Nwachukwu
  • Hieu Minh Vu

Abstract

Based on dynamic capability and contingency theory, authors examined the direct connection between Service innovation, Marketing innovation and Customer satisfaction, and the interacting mechanism of competitive intensity. The research model and hypotheses were developed from extant studies. Respondents from 300 microfinance banks participated in the survey. Analyses in Smart PLS software showed that Service innovation positively and significantly affects Customer satisfaction. Marketing innovation promotes customer satisfaction. Furthermore, the influence of Service and Marketing innovation on Customer satisfaction is greater in a competitive environment. Therefore, microfinance bank managers must continue to invest in innovation-related capabilities (service and marketing) to keep their customers satisfied. Theoretical and managerial contributions are highlighted in the study. JEL Classification: M10, M31

Suggested Citation

  • Chijioke Nwachukwu & Hieu Minh Vu, 2022. "Service Innovation, Marketing Innovation and Customer Satisfaction: Moderating Role of Competitive Intensity," SAGE Open, , vol. 12(2), pages 21582440221, April.
    • Handle: RePEc:sae:sagope:v:12:y:2022:i:2:p:21582440221082146
    DOI: 10.1177/21582440221082146
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    More about this item

    Keywords

    service innovation; marketing innovation; competitive intensity; microfinance banks; customer satisfaction;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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