EXPLORING TYPES OF INNOVATION, CUSTOMER PERCEIVED VALUE, AND CUSTOMER SATISFACTION: A LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT

Abstract

Furniture enterprises can produce products in a new way to provide a better service to the customer. That means customers buy furniture and receive other aspects of the purchase, such as product attributes and related add-ons. In fact, the ultimate goal of the firms is to achieve customer satisfaction, and one way of obtaining this is to make a strong relationship with the customers. Therefore, the right strategy for any firm would be promoting the perceived value of customers via increasing the customer's ability to buy their desired products. To do this, managers must coordinate different types of innovations to combine new ideas, processes, and changes to deliver innovative products. This can then gradually bring about sustainable revenue streams for the firms. This paper aims to explore the relationship between innovation types by object, customer perceived value, and customer satisfaction.