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The competition in the worldwide business environment is quite high. The major challenge faced by companies in satisfying the needs of their customers is keeping up with the constant changes in the business arena. Innovation is key to gaining customer loyalty, but is a difficult task in the industry considering how quickly industry trends change. The purpose of this study is to investigate the impacts of this climate and culture of constant innovation on customer needs. The assessment involved the application of two aspects or measures of client needs, namely customer acceptance and loyalty, mainly through the relationship between innovation and brand loyalty. The hypothesis was formed after an extensive literature review and the use of a questionnaire to gather data from 85 respondents. In order to make those responses meaningful data, the questionnaires were then subjected to a simple linear regression. The results of the study show a positive relationship between an innovative climate and culture, and customer needs, satisfaction, and brand loyalty in China. That also indicated a significant association between customers’ needs satisfaction and brand loyalty. This study is unique, however, in the sense that it only investigates students as the users of the Chinese mobile market. Therefore, this study provides specific information on a particular demographic within the mobile phone industry.

Market Orientation of New Product Development: Assessment of the Impact of Innovative Climate and Culture on Customer Needs in China