Please use this identifier to cite or link to this item:
Title: Impact of service innovation on customer satisfaction: An evidence from Pakistani banking industry
Authors: Kanwal, Rimsha 
Yousaf, Salman 
Issue Date: 2019
Publisher: SAGE Publications
Source: Kanwal, R., & Yousaf, S. (2019). Impact of service innovation on customer satisfaction: An evidence from Pakistani banking industry. Emerging Economy Studies, 5(2), 125-140.
Journal: Emerging Economy Studies 
Abstract: The purpose of this study is to appraise the linkage between service innovation (SI), customer value creation (CVC), and customer satisfaction (CS) with a specific focus on the Pakistani banking sector. In addition, the study evaluates the moderating role of brand equity (BE) fit between SI and CS. A survey is conducted on 250 customers from commercial banks in Pakistan and scales were acquired from past literature. The study showed that CVC mediates the relationship between SI and CS. Therefore, SI must create value for their customers in order to enhance CS. Moreover, BE has a partial positive moderation effect on the relationship bewteen SI and CS. By relating to the findings, managers of firms should focus on SI that adds to or create holistic value for their customers, which ultimately increase the CS level. This study relies on two theories, which include signaling theory and expectation disconfirmation theory to explain how SI in Pakistani banking sector creates customer value which achieves CS. The other uniqueness of the study is that it will be helpful for researchers by giving baseline regarding BE effect as a moderator between SI and CS in Pakistani banking industry.
Description: Please note that preprint copy is not available on WIRE. Please contact to request an electronic copy of this item.
DOI: 10.1177/0976747919870876
Appears in Collections:Scholarly Publications

Files in This Item:
File Description SizeFormat 
Unavailable.pdf77.37 kBAdobe PDFThumbnail
Show full item record

Page view(s)

checked on Apr 2, 2023


checked on Apr 2, 2023

Google ScholarTM



This item is licensed under a Creative Commons License Creative Commons