Exploration
Exploration of influencing the service quality on customer satisfaction by the innovation and creativity process approach(Karaj case)
Mohammad Nikbakht
Payam-e Nour University. Tehran, Iran.
Abstract: In today competitive world, the customers are in the focus of company’s attention and their loyalty is the main factor for reaching to competitive advantage in the organizations. The aim for conducting current research is to explore the relationship between customer loyalty and its key variables meaning service quality and confidence and satisfaction are also considered as intermediate variable and role of innovation and creativity in enhancement of customer satisfaction has been evaluated. The current research is descriptive and in order to measure the questionnaire with 7 points Likert scale has been used. The population is the non native tourists of Alborz province and sample volume are amounted 67 persons that for sample selection, the simple random sampling method has been used. The research findings imply a significant and positive relationship between service quality based on creativity and loyalty of customer. In order to be survived in such uncertain environment we need to novel thoughts and ideas. The tools that can be useful in this venue are creativity innovation and entrepreneurship. The creativity is to employ mental capability for creation of a thought or new conception, but innovation is the process for converting such thoughts to practice. The creativity is to employ mental capabilities for creation of a though or new concept thus findings of this research indicate that confidence and satisfaction variable play the intermediate role in the service quality and loyalty relationship along with innovation and creativity and influence on the loyalty positively and significantly. Generally this research show that there is a positive relationship between service quality with customer satisfaction.
[Mohammad Nikbakht. Exploration of influencing the service quality on customer satisfaction by the innovation and creativity process approach (Karaj case). Life Sci J 2013;10(7s):185-192] (ISSN:1097-8135). http://www.lifesciencesite.com. 30
Keywords: customer satisfaction, service quality, behavioral loyalty, sentimental loyalty, intentional loyalty, creativity and innovation.
