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Relationship between brand innovativeness and customer satisfaction: a moderated mediation model from Generation M perspective

Sehrish Naz (COMSATS University Islamabad, Sahiwal Campus, Islamabad, Pakistan)
Muhammad Asrar-ul-Haq (COMSATS University Islamabad, Sahiwal Campus, Islamabad, Pakistan and University of Illinois at Urbana-Champaign, Champaign, Illinois, USA)
Anam Iqbal (COMSATS University Islamabad, Sahiwal Campus, Islamabad, Pakistan)
Misbah Ahmed (Institute of Management Sciences, Bahauddin Zakariya University, Multan, Pakistan)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 12 January 2023

63

Abstract

Purpose

This paper aims to examine the impact of innovativeness on customer satisfaction through mediation of perceived quality and also examines the effect of consumer involvement and communication strategy as moderating variables to validate relationship between innovativeness and perceived quality from the perspective of Generation M.

Design/methodology/approach

Cluster sampling method is used and data is collected from 451 graduates studying in different universities of Sahiwal division to know their perception regarding mobile phones brands. Structural equation modelling technique is used, and all analyses are performed using SPSS 23.0 and SmartPLS 2.0 to know the findings of the study.

Findings

This study finds positive significant nexus between innovativeness-satisfaction, innovativeness-perceived quality and perceived quality-customer satisfaction at brand level. This study also finds that perceived quality is a significant mediator between brand innovativeness and customer satisfaction. However, moderating variables do not help to boost the relationship among brand innovativeness and perceived quality to transmit their impact on customer satisfaction.

Practical implications

This study may help to understand the preferences of different generations. Findings of the study can also benefit the firms in investment decisions, brand management and formulation of innovative strategies for future.

Originality/value

To the best of the authors’ knowledge, this work is one of the first studies to investigate the integrated model of BI-CS through mediating and moderating variables to know the perception of Generation M regarding smartphone brands in developing economies like Pakistan.

Keywords

Citation

Naz, S., Asrar-ul-Haq, M., Iqbal, A. and Ahmed, M. (2023), "Relationship between brand innovativeness and customer satisfaction: a moderated mediation model from Generation M perspective", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-01-2022-0029

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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