The impact of marketing innovation on performance The Case of Telecommunications Companies in Egypt

In light of the developments the world is witnessing today, innovation has become the basic foundation for survival, especially marketing innovation, which includes innovation in producing new products and providing services, in order to reach customers in the right place and time.
The current study aimed to measure the level of innovation, the extent to which the characteristic of the innovative facility is reflected in marketing innovation, and the extent of the impact of marketing innovation on performance in telecommunications companies operating in Egypt.
To achieve this goal, the researcher conducted a field study on all customers of telecommunications companies operating in Egypt, amounting to 97.679 million customers distributed among 3 companies: 42 million and 193 thousand subscribers to “Vodafone”, 32 million and 71 thousand subscribers to “Orange” and about 20 million and 380 thousand subscribers. Etisalat Misr, according to data on the official website of the Ministry of Communications and Information Technology in 2023.
The researcher also determined the sample size based on statistical tables to be 384 individuals due to the population size exceeding one million customers (Sekaran, 2003).
The sampling unit is a customer of one of the three telecommunications companies during the period from 7/16/2023 to 9/23/2023, and the research was prepared on the descriptive analytical approach.
By analyzing the data statistically, it was concluded that there is a statistically significant impact of the elements of marketing innovation on the level of performance achieved by telecommunications companies, expressed in customer satisfaction and loyalty.”