The impact of innovation on customer satisfaction in the commercial banks: Business performance as a mediating variable
Ahmad Marei, Shafig Al-Haddad, Luay Daoud, Ala Habashneh, Raed Fariz, Riham Aldamisi
Abstract
Innovation is an important variable, and it has received less attention. The purpose of this study is to examine the impact of innovation on customer satisfaction. The study also examines the business performance as a mediator between innovation and customer satisfaction. The study collected data using a questionnaire. A total of 387 responses were collected and analyzed using AMOS. The findings show that innovation positively affected customer satisfaction and business performance. Business performance affected customer satisfaction. Business performance also mediated the effect of innovation on customer satisfaction. Decision makers in the banking industry are suggested to increase the level of innovation to improve the business performance and customer satisfaction.