The Moderating Role Of Innovation On The Relationship Of Customer Perceived Quality And Customer Satisfaction

In a fast-developing marketing economy, to remain competitive in the fierce competition, enterprises do not only need to improve their own management, but also need to consider customers'satisfaction towards them.. Meanwhile, the importance of innovation raises as marketing competition becomes increasingly furious. With the help of innovation, enterprises are able to explore and guide the market, to provide low-cost, high-quality products and better service to the customers,to improve customer perceived quality and meet customer requirements, to seize the chance, win a long-term competitive advantage and eventually a final victory. However, because of the interference of multiple factors, the growth of enterprises is still restricted by many problems such as lack of competitiveness, low customer perceived quality, and low customer satisfaction etc.Aiming at the existing problems of enterprises, integrated with existing literature, this article constructs a model between customer satisfaction, customer perceived quality and innovation,. Based on the relationship of these three variables, it explores and discusses the influence of customer perceived quality on customer satisfaction, along with the moderating role of innovation in-between. In order to verify the rationality of the model and the relational assumption of the variables, a survey is carried out to collect research data, and empirically analyzed with the use of SPSS, following conclusions are drawn:Customer perceived quality has a positive influence on customer satisfaction, the two dimensions of customer perceived quality-perceived quality hardware and perceived quality software both have a positive influence on customer satisfaction.Innovation has a positive moderating effect on the relationship of customer perceived quality and customer satisfaction, the two dimensions of innovation-service innovation and product innovation both have a positive moderation effect.