Efekti inovacija na satisfakciju i lojalnost potrošača
The effects of innovations on consumer satisfaction and loyalty
Apstrakt
U savremenim tržišnim uslovima inovacije su ključne za očuvanje konkurentske prednosti i dugoročne održivosti preduzeća. One omogućavaju brendovima da se diferenciraju i odgovore na složene potrebe potrošača. Ipak, njihov uticaj na ponašanje potrošača, posebno na satisfakciju i lojalnost, ostaje nedovoljno istražen. Cilj rada je utvrditi da li percepcije potrošača o inovacijama proizvoda, procesa i marketinga, utiču na satisfakciju i lojalnost potrošača brendom koji inovacija uvodi. Uzorak broji 148 ispitanika. U radu su primenjene analiza pouzdanosti, korelaciona analiza, prosta regresiona analiza, višestruka regresiona analiza i moderacijska regresiona analiza. Dobijeni rezultati pokazuju da su percepcije o inovacijama proizvoda i marketinga determinante sa-tisfakcije i lojalnosti potrošača, te da se, u odnosu inovacija proizvoda i marketinga sa jedne strane i satisfakcije brendom sa druge, javlja moderacijski efekat. Kompanija bi trebala da se fokusira na dalje unapređenje funkcionalnosti, dizajna i korisničkog iskustva, transparentno uvede potrošače u inovacije procesa i nastavi sa kreativnim digitalnim kampanjama. Imajući u vidu da su prethodna istraživanja, posebno u domaćoj literaturi, fokusirana na objedinjeno posmatranje inovacija, doprinos istraživanja je posmatranje pojedinačnih tipova inovacija i njihovog uticaja na pomenute varijable. Takođe, originalnost se ogleda u testiranju interacijskih efekata upotrebom moderacijske regresione analize.
Abstract
In today’s market conditions, innovations are essential for maintaining competitive advantage and ensuring long-term business sustainability. It enables brands to differentiate themselves and respond to complex consumer needs. However, its impact on consumer behavior, particularly on satisfaction and loyalty, remains insufficiently explored. This study aims to determine whether product, process, and marketing innovations influence consumer satisfaction and loyalty toward the brand, introducing the innovations. The sample consists of 148 respondents. The study applied descriptive statistical analysis, reliability analysis, correlation analysis, simple regression analysis, multiple regression analysis, and moderation regression analysis. The findings indicate that perceptions of product and marketing innovations are determinants of consumer satisfaction and loyalty. Furthermore, a mediating effect emerges in the relationship between perceived product and marketing innovations on one hand and brand satisfaction on the other. Companies should focus on improving functionality, design, and user experience, transparently introducing consumers to process innovations, and continuing with creative digital campaigns. Considering previous research, particularly in domestic literature, has focused on observing innovations as a whole, the contribution of this study lies in examining individual types of innovations and their impact on the aforementioned variables. Additionally, originality is reflected in testing interaction effects using moderation regression analysis.
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