The Impact of Innovation Management on Customer Satisfaction in the advertising industry in the Kingdom of Bahrain

Abstract

Customer satisfaction is one of the major challenges for all companies at any industry. Advertising industry is one of those who provide varies services to customers and looking forward to meeting their expectations. As the market in Bahrain has grown and the competition start to be real challenge for those printing and advertising companies, Advertising industry move to innovate and renew their services by reviewing the internal process and communicate with customer regularly to keep customers satisfied. This research aims to investigate on the impact of innovation management on customer satisfaction. The researcher analysed the data collected and analysed through SPSS version 21 to verify the prepared hypotheses of the research, using some different statistical methods, which showed the extent of the realization of the research hypotheses. The total sample size of this research was 300 registered customers of advertising industry in Bahrain. The results of this research have demonstrated the value of innovation management (Business process reengineering and Technology), as well as presenting the tie relation between innovation management and customer satisfaction in advertising industry. The research confirmed that there is positive association between innovation management and customer satisfaction in advertising industry. Both independent variables Technology and Reengineering of Business Process have shown a significant relation with the dependent variable Customer Satisfaction. The main recommendations to advertising industry from this research, the statistical analysis of the responders shows some claims that need by addressed in order to enhance and increase the level of customers’ satisfaction such enhancing the mobile application to give more flexibility to the customer to submit and track their orders and online payment system. Furthermore, it is highly recommended to establish a policy for discount in order to have more transparency with their client and this policy should be communicated to customers in order to increase the customer satisfaction.