The Role of Innovation and Development in Improving Product Quality and Increasing Customer Satisfaction

Abstract

The research aims to understand the role of innovation and development in improving product quality and increasing customer satisfaction. The study's problem is central, as the Iraqi industry faces significant challenges that require continuous innovation and development to cope with fierce market competition. With the increasing demand for high-quality services, it has become clear that companies are facing difficulties in achieving customer satisfaction. The importance of the study lies in understanding how companies work to meet changing customer needs by studying how to enhance the ability of innovations to keep pace with current and future trends in customer desires. The study used the descriptive analytical approach. To achieve this, a questionnaire was designed. The study community consists of all industrial companies in Baghdad Governorate affiliated with the Iraqi Ministry of Industry. A random sample of (40) clients from the Research and Development Authority was selected. Data were collected, analyzed, and hypotheses tested using SPSS for the social sciences. The study yielded a number of results: There is a strong direct correlation between innovation and development in Iraqi companies, improving product quality, and increasing customer satisfaction at a significance level of α = 0.05. There is a direct correlation between innovation and increasing customer satisfaction in Iraqi industrial companies . The study emphasized the importance of increasing customer feedback as an effective tool for driving innovation toward product development.