The Impact of Innovation on Customer Satisfaction and Brand loyalty: A Study of the Students of Faisalabad

The competition within the mobile market is increasing day by day in Pakistan. The rapid changes in the technology are the challenge for the companies to satisfy the customers and to get their loyalty through innovative products. Purpose of this study is to investigate the benefits (customer satisfaction and loyalty) and cost (customer dissatisfaction) associated with innovation. These benefits and costs are investigated through analyzing the relationship between the innovation, customer satisfaction, and brand loyalty. The hypothesis was developed through literature review and data was collected through questionnaire from 85 university students, received questionnaires were tested through simple linear regression and correlation for appropriate findings. The results described the significant relationship of innovation with customer satisfaction and brand loyalty. This also showed significant relationship between the customer satisfaction and brand loyalty. The studies on mobile market in Pakistan are conducted at minor level and this study has uniqueness in investigation only students as a mobile users market. This provides the way to marketers in targeting a specific class of mobile consumers, a way to conduct the research on the bases of these variables in other classes of mobile users.