The effect of product innovation and product quality on customer satisfaction and customer loyalty in home textile industry

In today's changing and developing conditions, businesses must keep up with technological developments, closely follow the change and analyze the demands and needs of customers correctly in order to maintain their existence and gain competitive advantage. Four variables were analyzed in the study. These variables are; product innovation, product quality, customer satisfaction and customer loyalty. The reasons and importance of new product development by businesses and the consequent effects on customers are analyzed. Various definitions of the concept of quality, which has different perceptions by everybody, have been made and its importance has been mentioned. Factors affecting customer satisfaction were examined and the relationship between customer satisfaction and customer loyalty was analyzed. A survey was conducted on customers operating in the textile industry and the result was obtained that the determined hypotheses were supported. As a result of the analysis; Product innovation positively and significantly affects customer loyalty, product quality positively and significantly affects customer loyalty, customer (brand) satisfaction has a regulatory role in the relationship between product innovation - customer loyalty, customer (brand) satisfaction has a regulatory role in the relationship between product quality - customer loyalty results has been obtained. Keywords: product innovation, product quality, customer satisfaction, customer loyalty, customer preferences