STRATEGIC PROCESS INNOVATION PRACTICES ON CUSTOMER SATISFACTION AND MARKET SHARE

Abstract

The business environment has become more complex due to the increase in new technologies, globalization. This paper seeks to examine if Strategic process innovative practices can permit companies to gain a higher market share, customer satisfaction, employee satisfaction and competitive advantage. Data was collected from forty small and medium size manufacturing companies in Cameroon. Variables used were innovative product process, customer relationship management process innovation and distribution innovation practices for market share, employee satisfaction. Dependent Variables were measured by Customer base, customer satisfaction and employee satisfaction. Our results show that even small innovative practices can enable companies to delight and satisfy customer