Service innovation and customer performance of telecommunication service provider: A study on mediation effect of corporate reputation

Numerous literatures examined the relationship between innovations and corporate reputation with respect to customer non-financial performance independently. The combined effect of service innovation and corporate reputation (as a mediator) on customer non-financial performance was not empirically examined before. Testing this path variance in a service sector like telecommunication is important because in a multicultural country like India with its oligopolistic market nature it is difficult to determine customer satisfaction and build long-term relationship with them. The result would help in understanding the importance of bringing together innovation and reputation and how it can enhance the non-financial performance. Further, decision makers can note that when they frequently innovate and build reputation it makes customers satisfied, thereby framing a long-term relationship that helps to sustain in the competitive environment. © 2016 Macmillan Publishers Ltd.