Innovativeness: Measuring Customer Satisfaction

2.0) Literature Review

2.1) Introduction

Today scientists strongly emphasize that the main source of successful activity on the market is innovation. Innovativeness is most determinant market advantages (Hilmi, 2008). For success the firm should produce not only products, which would cost less than the products of competing firms, but also - products that would differ more innovation performance (Urbancová, 2013). Hult et al. (2004) also confirms that innovativeness is critical factors for firms competition (Hult et al., 2004). But in modern conditions play an important role not only those innovations that have been made in the past, and those that are sold in the form of improved products in the future (Soliman, 2013). In this aspect, the thesis R.

But all measuring customer satisfaction can be provided within qualitative and quantitative approaches. The basis of qualitative customer satisfaction investigation is a structured interview that includes properly formulated questions, assessment of the current situation. It is important to understand that in many cases the structure and content of the questions plays subjective perceptions of corporate marketing or researcher (Angelova and Zekiri, 2011). Accordingly, in this case the individual hypotheses regarding the factors that determine the importance of various attributes of a product or service affects the final satisfaction are verified. At first glance, such a tool for collecting primary information on the representation of consumers to make easy. However, in most cases similar profiles concerns only those points that the company's attention has already been sent. It is understood that the result of conducted using the questionnaire described the research becomes distorted information that has little to do with the real structure of client preferences. Therefore, to understand customer preferences need to analyze the situation is based on