ATTAINMENT OF CUSTOMER SATISFACTION THROUGH PRODUCT DEVELOPMENT

This research was conducted with the general aim to determine the various factors affecting the impact of product development on customer satisfaction in the United Arab Emirates (U.A.E.) and how this understanding can be used practically in product development and marketing. As part of this study, customer satisfaction was identified as the dependent variable; through qualitative research with a systematic review of online literature sources. Five independent variables were then identified viz. product quality, service value, product features, consumer behaviour and brand image. The research objectives and research questions were defined to assess the influence of the independent variables on customer satisfaction. It was identified that product quality and service value positively impacts customer satisfaction, while vital product features identified and shared during early stages of product development influences customer satisfaction by reducing product failures. Furthermore, consumer behaviour positively influenced customer satisfaction and finally, effective implementation of brand communication supports customer satisfaction.