The Effect of Innovation on Product and Service Quality, Perceived Customer Value, Price and Cost

According to the literature, factors such as innovation affect the customer's value and their loyalty to the organizational goal better than ever. Therefore, the present study attempts to examine the influence of this variable. Further, this study aims at demonstrating the mutual effect of innovation on product and service quality, perceived customer value, price and Cost. Employing a questionnaire, the researcher used the cluster random sampling to gather data from ۷۵۵ audio-visual customers of four different companies including Sony, Panasonic, Pars and Shahab. To assess the model, structural equation modeling was used through employing Lisrel. The findings indicated that the innovation variable has a positive effect on the perceived quality and customer's value. It can be concluded that the companies and organizations must highly invest in various products to completely satisfy the customers' needs.

Keywords:

Innovation , Customer Value , Product and Service Quality , Price and Cost.