The Effect of Product Innovation on Customer Satisfaction: The Moderating Effect of Corporate Reputation: An Applied Study on Food and Beverage Brands in Egypt
| المصدر: | المجلة العلمية للاقتصاد والتجارة |
|---|---|
| الناشر: | جامعة عين شمس - كلية التجارة |
| المؤلف الرئيسي: | Mahmoud, Rana Samir (Author) |
| مؤلفين آخرين: | Kheir El Din, Amr (Advisor), Abd-Elmageed, Mohamed Hassan (Advisor) |
| المجلد/العدد: | ع3 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2022
|
| الشهر: | أكتوبر |
| الصفحات: | 381 - 402 |
| ISSN: |
2636-2562 |
| رقم MD: | 1372961 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Product Innovation | New Products | Product Modifications | Customer Satisfaction | Corprate Reputation | Food and Beverage Brands | Food Retailers | Supermarkets | Egypt
|
| رابط المحتوى: |
عدد مرات التحميل
10
| المستخلص: |
The aim of this research is to determine the effect of product innovation on customer satisfaction with the moderating effect of corporate reputation of food and beverage brands in Egypt. The non-proportionate quota sampling technique was utilized to collect the data by distributing 400 questionnaires on shoppers through mall intercepts in front of large supermarkets. SPSS is used to analyze the data collected to develop descriptive statistics for demographic variables and research constructs, testing reliability and intrinsic validity by using Cronbach alpha and conformity analysis, exploratory factor analysis,and regression alaysis. The research findings have proven that product innovation has a significant positive relationship on the dependent variable which is customer satisfaction and that corporate reputation has a significant positive effect on this relationship. The results will enable the food and beverage marketing managers to recognize how essencial product innovation to put their coming strategic plans accordingly. |
|---|---|
| ISSN: |
2636-2562 |
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