Effect Of New Product Development On Customer Satisfaction: The Case Of Horizon Addis Tyre S.C
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Date
2019-05
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Addis Ababa University
Abstract
In today's dynamic and highly competitive market, new product development
has become one of the primary activity towards survival of any businesses. The
main purpose of the research was to identify which new product success factors
(customer involvement, Top/senior management commitment and new product
quality) affect the customer satisfaction of the case company. The research
used questionnaire distributed to the case company’s business customers,
which are found in Addis Ababa, as the primary data collection method. It used
quantitative research analysis method. From the total population of 200 a
sample of 134 respondents was selected using a non-probabilistic sampling
technique which is judgemental sampling. The data collected was analyzed and
tested by using correlation and regression analysis. There are various NPDSF
but the research focused only on three factors. The research finding is
significant to those companies who are involved in NPD to help them focus on
specific NPDSF to increase customer satisfaction. The research finding
indicate that all the three above mentioned new product success factors,
customer involvement, top management commitment and new product quality
positively correlate with and also significantly affect the customer satisfaction
of the case company.
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Keywords
NPD, Customer Involvement, Top management