Impact of Marketing Innovation on Building Customer Loyalty: (A Field Study on Customers of Pioneers Paper and Carton Industries in Jordan)

Abstract

This study aims to identify the impact of marketing innovation on building customer loyalty based on customers of Pioneers Paper and Carton Industry Company-in Jordan. In order to analyze the Impact of marketing innovation on building customer loyalty, the researchers selected an independent variable represented by marketing innovation i.e. (product innovation, price innovation, promotion innovation, and place innovation) and one dependent variable i.e. (building customer loyalty).The researchers designed a questionnaire based on previous studies and the questionnaire was given out to (180) respondents of pioneers company customers in Jordan. (14) Questionnaires were not returned, which represents (8%) of all questionnaires. (10) Questionnaires were incomplete as some questions were left blank so those were refused. (87%) of the returned questionnaires were valid to be analyzed. Thus the sample size consisted of (156) respondents. Descriptive statistical analytical method is used for describing the phenomenon of the population using the SPSS to analyze the data collected from the questionnaire.The main result of this study shows that statistically there is impact for marketing innovation dimensions (Product innovations, Innovation price, Promotion innovation, Place innovation) on building customers loyalty. The marketing innovation dimension has strong and positive relationship with customers’ loyalty, so if the marketing innovation dimensions increase, they will reflect positively on customers’ loyalty.