Innovation,Customer Oriented Approach And Competitive Advantage

Innovation and customer-oriented approach has a significant role to play in the business environment.Telecommunications services providers can achieve a better competitive advantage by adopting specific practices and effective strategy.Innovation strategy and customer oriented approach allow businesses to let customers enjoy maximum satisfaction.However satisfied customers are no easy task to achieve.It takes skills and proper strategic management techniques to accomplish such an undertaking.Digicel and Flow Company in Dominica have been providing their customers with services;however,they faced challenges in gaining a competitive advantage and giving customers a satisfying experience.The study is based on analyzing innovation,Customer oriented approach and competitive advantage from a telecommunications customer perspective.This study seeks to assess the relationship between the variables and how one influence or affect the other.This research was conducted using quantitative research method since it involved collecting information from existing customers using an online survey.The population was telecommunication users in Dominica with a sample of 230 respondents.The questionnaires were distributed and collected using an online survey website.The data was then empirically analyzed through regression model and hypothesis testing.The previous literature offered a theoretical stance and direction to evaluate data.Although managers input towards customer satisfaction is significantly high,the outcomes of those efforts are dependent on customers which was tested using the regression moderation model.Innovation in this research refers to the new products and services Telecommunication Companies employ as a business strategy to gain competitive advantage and satisfy the needs and wants customers.The regression analysis revealed statistically significant relations between innovation and competitive advantage.Although a moderate correlation was found between customer oriented and innovation on competitive advantage,the level of innovation employed in the company to some extent contributed to the advantage company gain.According to the results,suggestions and recommendations were proposed expecting to assist Telecommunications Company in enhancing competitive advantage and customer satisfaction.This study calls for firms to be responsive to customers concern and ensure that their needs are met by implementing effective strategies.The innovation strategy should be implemented at a level that will bring customer satisfaction which can lead to a better chance of a firm gaining competitive advantage.Satisfied customers and a good relationship with customers can create loyal customers for a long period of time.