How does product program innovativeness affect customer satisfaction? A comparison of goods and services |
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Authors: | Ruth Maria Stock |
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Institution: | (1) Darmstadt University of Technology, Hochschulstr. 1, 64289 Darmstadt, Germany |
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Abstract: | This article attempts to provide deeper insights into the link between the innovativeness of a company’s offered goods/services
and customer satisfaction. This study proposes an inverted U-shaped relationship between the innovativeness of the offered
goods and customer satisfaction. For the innovativeness of services, information economics and services marketing literature
indicate an inverted S-shaped relationship. Two separate studies conducted for goods and services confirm the proposed nonmonotonic
effects of the investigated relationships. Both studies use dyadic data from marketing managers to assess innovativeness and
from customers to indicate customer satisfaction. |
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Keywords: | |
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