The Impact of Marketing Knowledge on Customer Satisfaction with Mediating Role of Marketing Innovation: Evidence from Egyptian Real Estate Development Companies
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- marketing knowledge, Innovation, Satisfaction, real estate development sector
Abstract
The purpose of this research is to empirically investigate the marketing knowledge on customer satisfaction with mediating role of marketing innovation in real estate development companies in Egypt. The objectives of this research are: to investigate how marketing knowledge affect customer satisfaction, to examine how Marketing knowledge affect marketing innovation, to identify how marketing innovation affects customer satisfaction, and to investigate the mediation role of marketing innovation between Marketing knowledge and customer satisfaction using structural equation modelling. The methodology will be based on quantitative analysis by using a questionnaire tool to gather required data and structural equation model analyses (SEM) using AMOS software version 25. The main conclusions drawn from this study are: the direct effect between Marketing knowledge and customer satisfaction is statistically significant. the direct effect between Marketing knowledge and marketing innovation is statistically significant, the direct effect between Marketing innovation and customer satisfaction is statistically significant. Finally, the study found that the results of the mediation effect indicate that there is partial mediation effect of marketing innovation between marketing knowledge and customer satisfaction in Egyptian real estate development companies.
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