Impact of Innovation on Customer Satisfaction and Brand Loyalty

Abstract

Main purpose of this study is to analyze the effect of innovation that what changes it brings in bringing customer satisfaction and loyalty of brand .The study was observed on the employees working in the Organizations and University students of Lahore. Questionnaires were used to collect the data for this research. Almost every firm change features of their products; sometimes prices get higher or sometimes lower as well can bring changes in design and sometimes there way of providing services also changed. To check all these innovations impact on customer satisfaction and brand loyalty we did a research. Literature review is formed for the formulation of hypothesis. It also explains the relation of one variable to another. The results of our study gave us the result that innovation brings positive impact in order to satisfy customers and brand loyalty