Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation

Purpose: The basic aim of the current study is to investigate the impact of integrated marketing communication on customer loyalty especially in the individuals living in South Punjab, Pakistan. Design/Methodology/Approach: The paper focuses on a survey with a 7.0-point Likert Scale questionnair...

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Autores principales:	Muhammad Adnan, Ather Ummad Khan, Raisham Hayee
Formato:	article
Lenguaje:	EN
Publicado:	CSRC Publishing 2021
Materias:	Integrated Marketing Communication Customer Satisfaction Customer Loyalty Product Innovation Social responsibility of business HD60-60.5 Business HF5001-6182
Acceso en línea:	https://doaj.org/article/2bc4cf629aec4edfb0993fd6eaa37500
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spelling	oai:doaj.org-article:2bc4cf629aec4edfb0993fd6eaa375002021-11-24T06:33:24ZIntegrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation10.26710/sbsee.v3i2.19102708-25042708-2172https://doaj.org/article/2bc4cf629aec4edfb0993fd6eaa375002021-06-01T00:00:00Zhttp://www.publishing.globalcsrc.org/ojs/index.php/sbsee/article/view/1910https://doaj.org/toc/2708-2504https://doaj.org/toc/2708-2172 Purpose: The basic aim of the current study is to investigate the impact of integrated marketing communication on customer loyalty especially in the individuals living in South Punjab, Pakistan. Design/Methodology/Approach: The paper focuses on a survey with a 7.0-point Likert Scale questionnaire using 55 items including all variables and constructs. The sample population was used from South Punjab, Pakistan comprising of individuals living in this area. PLS-SEM was used as an analysis tool for this quantitative data. Findings: The primary finding of the study is to use the innovative technology so as to provide the new and unique features within brands so as to enhance the loyalty within customers. Implications/Originality/Value: The study uses a single moderator and mediator which restricts the study to this domain only. Future research may use some other variables like brand trust and brand commitment as moderator and/or mediator to extend this current study. Moreover, future research may use longitudinal approach to avoid any data bias. The researchers focus on the technological advancement for product innovations so as to satisfy the needs and wants of customer which consequently leads to increase the customer loyalty towards the brands. This study is novel in its nature as it discusses the relationship between IMC and Customer loyalty with the moderating effect of Product Innovation. The paper provides an illusion to the fact that the employees require the new and innovative brands which forces the companies to augment not only the features of their brands but the communication campaign as well Muhammad AdnanAther Ummad KhanRaisham HayeeCSRC PublishingarticleIntegrated Marketing CommunicationCustomer SatisfactionCustomer LoyaltyProduct InnovationSocial responsibility of businessHD60-60.5BusinessHF5001-6182ENSustainable Business and Society in Emerging Economies, Vol 3, Iss 2 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Integrated Marketing Communication Customer Satisfaction Customer Loyalty Product Innovation Social responsibility of business HD60-60.5 Business HF5001-6182
spellingShingle	Integrated Marketing Communication Customer Satisfaction Customer Loyalty Product Innovation Social responsibility of business HD60-60.5 Business HF5001-6182 Muhammad Adnan Ather Ummad Khan Raisham Hayee Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation
description	Purpose: The basic aim of the current study is to investigate the impact of integrated marketing communication on customer loyalty especially in the individuals living in South Punjab, Pakistan. Design/Methodology/Approach: The paper focuses on a survey with a 7.0-point Likert Scale questionnaire using 55 items including all variables and constructs. The sample population was used from South Punjab, Pakistan comprising of individuals living in this area. PLS-SEM was used as an analysis tool for this quantitative data. Findings: The primary finding of the study is to use the innovative technology so as to provide the new and unique features within brands so as to enhance the loyalty within customers. Implications/Originality/Value: The study uses a single moderator and mediator which restricts the study to this domain only. Future research may use some other variables like brand trust and brand commitment as moderator and/or mediator to extend this current study. Moreover, future research may use longitudinal approach to avoid any data bias. The researchers focus on the technological advancement for product innovations so as to satisfy the needs and wants of customer which consequently leads to increase the customer loyalty towards the brands. This study is novel in its nature as it discusses the relationship between IMC and Customer loyalty with the moderating effect of Product Innovation. The paper provides an illusion to the fact that the employees require the new and innovative brands which forces the companies to augment not only the features of their brands but the communication campaign as well
format	article
author	Muhammad Adnan Ather Ummad Khan Raisham Hayee
author_facet	Muhammad Adnan Ather Ummad Khan Raisham Hayee
author_sort	Muhammad Adnan
title	Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation
title_short	Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation
title_full	Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation
title_fullStr	Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation
title_full_unstemmed	Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation
title_sort	integrated marketing communication and customer satisfaction as a function of customer loyalty with the moderating role of product innovation moderation
publisher	CSRC Publishing
publishDate	2021
url	https://doaj.org/article/2bc4cf629aec4edfb0993fd6eaa37500
work_keys_str_mv	AT muhammadadnan integratedmarketingcommunicationandcustomersatisfactionasafunctionofcustomerloyaltywiththemoderatingroleofproductinnovationmoderation AT atherummadkhan integratedmarketingcommunicationandcustomersatisfactionasafunctionofcustomerloyaltywiththemoderatingroleofproductinnovationmoderation AT raishamhayee integratedmarketingcommunicationandcustomersatisfactionasafunctionofcustomerloyaltywiththemoderatingroleofproductinnovationmoderation
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Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation

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