Citation: Lyndon M. Etale and Patricia Akpi (2022) Service Innovation and Customer Satisfaction Nexus of the Transportation Sector of Yenagoa, Bayelsa State, European Journal of Logistics, Purchasing and Supply Chain Management, Vol.10 No.1, pp.15-23
Abstract: The study was carried out with a view to provide a clear-cut understanding of the concept and principles of customer satisfaction, as it relates to service innovation of transportation firms in Yenagoa, Bayelsa State. Service innovation was used as the independent variable to ascertain the nature and strength of the relationship of its dimensions which were selected to be technological innovation, and service process innovation, and their relationship with customer satisfaction. In a bid to give the study a bearing and focus, two research questions and hypotheses were drawn from the variables, which sought to ascertain the relationship between the two dimensions of service innovation used in the study and customer satisfaction. The study was further grounded in the theory of assimilation, which is focused on the cognitive variations and dissonance experienced by customers after the consumption of a service, as a result of their pre-service encounter expectation and their actual service experience. The study thereby launched and distributed questionnaires to a total of 170 respondents from transportation firms in Yenagoa, Bayelsa State of Nigeria, and successfully retrieved a total of 160 questionnaires, which formed the basis of the data analysis and findings of the research study. The data was analyzed using the Pearson Correlation Coefficient method as a means of ascertaining the nature and strength of the relationship between the two variables. The findings of the study pointed to a significant positive relationship between the two variables, and informed the study to recommend that: firms should strive to innovate on their service to match the dynamic needs of the customers; and firms should constantly improve on the service processes to become more efficient and effective.
Keywords: Customer Satisfaction, Innovation, Process, Technological
