An empirical investigation of product innovation and costomer loyalty in telecommunication industry

Based on the review of the relevant researches in the field of product innovation and costomer loyalty, this research analyzed the relationship between product innovation and costomer loyalty, developed a theoretical model, and gave an empirical test. A sample of 282 costomers in telecommunication industry was used to test the model we presented. The result indicates that product innovation has a positive effect on costomer value, costomer satisfaction and costomer loyalty. At the same time, costomer value and costomer satisfaction play important roles in building and sustaining costomer loyalty.