The Influence of Product Innovation on Customer Satisfaction in the Pharmaceutical Sector in Jordan

Abstract

This study aims at examining the influence of product innovation on customer satisfaction in the pharmaceutical sector in Jordan. The researcher developed a questionnaire consisting of 54 items distributed over the independent and dependent variables of this study. The questionnaire was distributed manually over the study s sample which consists of 90 male and female oncologists and cancer specialists in Jordan from a total of 123 oncologists registered in the Jordanian Physicians Association. Simple and multiple linear regressions had been used in analyzing the data. Results revealed that participants are in full agreement in gaining customer satisfaction through product innovation and providing quality services supported by research and development of new products, using the latest technology in production, good branding and improving the quality of packaging, in addition to the effect of engagement of the senior management support (SMS).