| المستخلص: |
This study aims to identify the impact of marketing innovation on building customer loyalty for customers of Pioneers Paper and Carton Industry Company-in Jordan. In order to analyze the Impact of marketing innovation on building customer loyalty, the researcher selected an independent variable represented by marketing innovation i.e. (product innovation, price innovation, promotion innovation, and place innovation) and one dependent variable i.e. (building customer loyalty). The researcher designed a questionnaire based on previous studies and the questionnaire was given out to (180) respondents of pioneers company customers in Jordan. (14) Questionnaires were not returned, which represents (8%) of all questionnaires (10) Questionnaires were incomplete as some questions were left blank so those were refused (87%) of the returned questionnaires were valid to be analyzed. Thus the sample size consisted of (156) respondents descriptive study. Descriptive statistical analytical method is used for describing the phenomenon of the population using the SPSS to analyze the data collected from the questionnaire. The researcher translated the questionnaire into Arabic language to distribute it to the purposive sample of respondents. The main result of this study shows that statistically there is impact for marketing innovation dimensions (Product innovations, Innovation price, Promotion innovation, Place innovation) on building customers loyalty. The marketing innovation dimension has strong and positive relationship with customers’ loyalty, so if the marketing innovation dimensions increase, they will reflect positively on customers’ loyalty. The researcher recommends that, the company should, develop product design and make study about product design weakness, then solve product weakness, The Company should, establish customer relationship marketing department in the company. It will be in charge of following the customer feedback and suggestion, and keep contact with customers. Raise the capacity of the employees on marketing innovation and handles with customers. The Company price should have more dynamics and matches with customer expectations. The Company price should set is based on strategy innovation, as well as it is suitable with products and a market. The company improving website, as it should be more innovative and provides more services to the customers. The Company keeps on promotion innovation level, and follows new knowledge about the promotion innovation.
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