ORGANISATIONAL LEARNING, NON-TECHNICAL INNOVATION AND CUSTOMER SATISFACTION OF SMEs

The purpose of the present study is to analyse the role of organisational learning as an antecedent to non-technical innovation comprising organisational and marketing innovation. Examining the effect of these dimensions of non-technical innovation on customer satisfaction is also an aim of the present study. The paper formulates research hypotheses based on a comprehensive literature review. These hypotheses are tested using structural equation modelling (SEM) based on data collected from 226 Greek small and medium-sized enterprises (SMEs). The formulated conceptual model is strongly supported based on empirical evidence. The results confirm that organisational learning capability favours the development of organisational innovation and marketing innovation. Furthermore, the study shows that both dimensions of non-technical innovation promote the achievement of customer satisfaction.