Abstract:
The main objective of this study was to An Empirical Investigation on Product
Innovation and its Impact on Customer Satisfaction: Evidence from Samsung
mobile phone users in Jaffna Peninsula. To achieve this objective, descriptive
and explanatory research design were used to analyze the data collected through
questionnaire from a sample of 200 Samsung mobile phone users, these respondents
were selected using convenient sampling method. The data collected through a
questionnaire were analyzed using statistical tools such as mean, standard deviation,
correlation and regression analysis. The major finding of the study indicates that, the
users were highly satisfied with size, color, design, model and features of product
innovation dimensions. On the other hand, the correlation result shows that there
is positive and significant relationship between product innovation dimensions and
customer satisfaction. The results also indicate that unlike color, design and model,
the two product innovation dimensions (size and features) have strongly positive
and significant effect (39.0%) on customer satisfaction. The Samsung should pay
special attention for color, design and model of product innovation dimensions by
enhancing employees’ commitment in offering innovative product in a way the
customers feel more valued, friendly and treated individually.
