INNOVATIVENESS AND PERFORMANCE: A MEDIATING ROLE OF CUSTOMER SATISFACTION IN SMALL AND MEDIUM PRINTING FIRMS IN ABUJA, FEDERAL CAPITAL TERRITORY, NIGERIA

Abstract

This study examines innovativeness and performance: a mediating role of customer satisfaction in printing firms in Abuja, Federal Capital Territory, Nigeria. The study adopted a survey research design. The population of this study consist of 741 employees of registered printing press with Corporate Affairs Commission (2020), Abuja, FCT. The study used Taro Yamane’s formula to determine the sample size of 260 employees of Printing Press in Abuja, Nigeria. The method of data collection used was a questionnaire that was administered to the respondents. The statistical tool used is Partial Least Square Structural Equation Model (PLS-SEM). The findings revealed a positive effect of innovation on the performance of printing press firms in Abuja. Also, innovation has the strongest effect on customer satisfaction of small and medium printing firms in Abuja; also, innovation has the strongest effect on performance of small and medium printing press firms in Abuja and; customer satisfaction has the strongest effect on performance small and medium printing firms in Abuja. The study concluded that there is a positive effect of innovation on the performance of printing firms in Abuja, Nigeria. Also, innovation has the strongest effect on customer satisfaction of small and medium printing firms in Abuja. Customer satisfaction has significant effect on performance small and medium printing firms in Abuja and innovation has significant effect on performance of small and medium printing firms in Abuja. Based on the conclusion, it was recommended that printing firms should continue using innovation in terms of product innovation, technology innovation, process innovation, marketing and incremental innovation since it significantly contributes to performance in terms of sales increase, growth, market performance and increase in market share; and also ensure customer satisfaction in the organizations.