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Service Innovation and Customer Performance of Telecommunication Service Provider: A Study on Mediation Effect of Corporate Reputation

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Abstract

Numerous literatures examined the relationship between innovations and corporate reputation with respect to customer non-financial performance independently. The combined effect of service innovation and corporate reputation (as a mediator) on customer non-financial performance was not empirically examined before. Testing this path variance in a service sector like telecommunication is important because in a multicultural country like India with its oligopolistic market nature it is difficult to determine customer satisfaction and build long-term relationship with them. The result would help in understanding the importance of bringing together innovation and reputation and how it can enhance the non-financial performance. Further, decision makers can note that when they frequently innovate and build reputation it makes customers satisfied, thereby framing a long-term relationship that helps to sustain in the competitive environment.

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Authors and Affiliations

  1. Marketing Division, VIT Business School, VIT University, Tamil Nadu, India

    Palanisamy Ganesan

  2. VIT Business School, VIT University, Tamil Nadu, India

    Manohar Sridhar

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  1. Palanisamy Ganesan
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  2. Manohar Sridhar
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Appendix A

Appendix A

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figure a

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Ganesan, P., Sridhar, M. Service Innovation and Customer Performance of Telecommunication Service Provider: A Study on Mediation Effect of Corporate Reputation. Corp Reputation Rev 19, 77–101 (2016). https://doi.org/10.1057/crr.2015.29

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  • DOI: https://doi.org/10.1057/crr.2015.29

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