Effect Of New Product Development On Customer Satisfaction The Case Of Horizon Addis Tyre S.c

In today's dynamic and highly competitive market, new product developmentrnhas become one of the primary activity towards survival of any businesses. Thernmain purpose of the research was to identify which new product success factorsrn(customer involvement, Top/senior management commitment and new productrnquality) affect the customer satisfaction of the case company. The researchrnused questionnaire distributed to the case company’s business customers,rnwhich are found in Addis Ababa, as the primary data collection method. It usedrnquantitative research analysis method. From the total population of 200 arnsample of 134 respondents was selected using a non-probabilistic samplingrntechnique which is judgemental sampling. The data collected was analyzed andrntested by using correlation and regression analysis. There are various NPDSFrnbut the research focused only on three factors. The research finding isrnsignificant to those companies who are involved in NPD to help them focus onrnspecific NPDSF to increase customer satisfaction. The research findingrnindicate that all the three above mentioned new product success factors,rncustomer involvement, top management commitment and new product qualityrnpositively correlate with and also significantly affect the customer satisfactionrnof the case company.

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