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The effect of service innovation on customer satisfaction
(İstanbul Bilgi Üniversitesi, 2019) Seta, Timur; Sezgin, Selime Demet
Service Innovation is a topic that has become relatively popular in recent years because of its importance and the effects it has on the businesses. The purpose of this study is to identify and understand the effect Service Innovation has on the Customer satisfaction through constructs like service quality and perceived brand value. The study used quantitative research method in order to collect data from the convenience sample. The data was collected from two different countries, thus cultural values and differences have been compared. The results from the study suggest that service innovation has a positive and direct effect on the Service Quality and Perceived Brand Value as well as its direct relationship with Customer Satisfaction. Another factor revealed is the culture and the study emphasizes its importance and effect on the final results of the research. The research aims to recognize the importance of service innovation and its relation to customer satisfaction, and finally to contribute to the marketing literature.