The strength of perceived firm innovativeness: The influence of perceived firm innovativeness on customer satisfaction and customer loyalty for tour operators.
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2021-09-07
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en
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This research is about the dimensions of perceived firm innovativeness and the relationships between perceived firm innovativeness, customer satisfaction and customer loyalty in the tour operator industry. Literature showed that the dimensions of perceived firm innovativeness is understudied. Furthermore, the relationships between perceived firm innovativeness, customer satisfaction and customer loyalty were expected to be positive based on previous literature. A survey was designed to test the dimensions and the relationships. The results of the survey provided several interesting insights. First, the four proposed dimensions were not confirmed by the results. The results indicated that perceived firm innovativeness could consist of only three dimensions. Besides, the results found no significant relationships between perceived firm innovativeness and the latent variables. The only significant relationship found was between customer satisfaction and customer loyalty. However, the survey included a back-up scale and the results differ. Those results confirm the expected significant positive relationships between perceived firm innovativeness, customer satisfaction and customer loyalty. Despite the contradicting results, still several implication can be given. This research present new insights in the dimensions of perceived firm innovativeness and determines the relationships in a different context. Furthermore, the positive relationships between perceived firm innovativeness, customer satisfaction and customer loyalty signal the importance of being perceived as innovative. This is interesting for managers and policy makers to take into account
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Faculteit der Managementwetenschappen