MBA in Management

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Browsing MBA in Management by Author "Tchobanian, Lisa Yeghia"

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    The Impact of Lebanese Customers' Perception on their Banks' New Product Development Process
    (2014) Tchobanian, Lisa Yeghia
    This research was conducted in order to determine the characteristics of successful product development which are the factors that influence customers' choice of banking products and their adoption and have an impact on their satisfaction and loyalty. Also to determine whether the customers of Lebanese banks perceive their banks' new product development process to be successfully meeting their expectations and whether this perception contributes to their being satisfied, loyal and advocates of their banks. Another objective of the research was to determine whether there is a difference between the customers of Lebanese "Alpha" banks and the customers of the rest of the banks in terms of perceptions and impact of perceptions. An empirical study was performed, using survey research. The data was collected through a questionnaire administered to 140 respondents. The questionnaire was developed based on extensive literature review. The results of the study indicated that out of all the independent variables "products meeting customers' changing needs" and "products having friendly technology" have significant effect on customers' satisfaction, "products having anytime anywhere banking facilities", "convenience of products" and "products meeting present needs of customers" have significant effect on customers' loyalty, and "products meeting customers' changing needs", "innovative yet easy to use products" and "products having anytime anywhere banking facilities" have significant effect on customers' advocacy to their banks.