Open Access
Research Article
Managing newness of SME startups for increasing customer satisfaction and loyalty
Husam Salah Sameen Al Rubayehusamsalah8@gmail.comFaculty of Management Studies and Research Aligarh Muslim University Aligarh, Uttar Pradesh, 202002, IndiaView full profile → , *Abdul Saboor MohammadCorresponding authorabdul.saboor.mohd@gmail.comDepartment of Commerce Aligarh Muslim UniversityAligarh, Uttar Pradesh, 202002, IndiaView full profile → , Adil Khanadil.epost@gmail.comGITAM School of Business GITAM (Deemed to be University)Visakhapatnam, Andhra Pradesh, IndiaView full profile → , Md. Firoz Alamfirozamu00@gmail.comDepartment of Commerce Aligarh Muslim UniversityAligarh, Uttar Pradesh, 202002, IndiaView full profile → , Mohd Kashif Afzalthekashifafzal@gmail.comDepartment of Commerce & Management Banasthali VidyapithRajasthan, IndiaView full profile →
* Corresponding author · click or hover a name for details
- Received:
- 02 Sep 2022
- Published Online:
- 15 May 2023
- Article type:
- Research Article
- Language:
- EN
- Article no.:
- JIOS-1311
- Pages:
- 733–744
Abstract
The purpose of this study is to identify the relationship of assets and liabilities of newness with the variables of consumer behavior, customer satisfaction and loyalty. The evidence has been drawn from the field survey and thus identifies factors of customer’s evaluation for a new venture. The survey is done with a sample of 260 customers who have visited restaurants which have been at least for one year in the market and not more than three years. The scale used in the study has been adopted from the study of Nagy’s newness scale. The statistical design includes regression to identify the relationship. A positive relationship has been found among the variables suggesting the importance of assets and liabilities in developing customer’s criteria of evaluation and thus affects customer satisfaction and loyalty. Manager’s insight is necessary to understand the factors of customer’s evaluation of any new product or new firm and this study aims to add theoretical as well as practical dimensions to existing theories.
Keywords
Subject Classifications
90B2490B6090B70
References
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