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Customer loyalty strongly depends on the customer satisfaction which is the measure of the fulfillment of their expectations and needs with a pleasurable experience of the product, process or service. Among many other strategies, the companies use innovation for ensuring the customer satisfaction with their product or service, as it is a highly competitive market today, and new ideas in any manner are appreciated if they are more effective to the customers. It is crucial for the companies to understand how the innovation influences the perceptions of their target market in order to invest in the innovation efficiently. The focus of this research is on evaluating the role of technical and non-technical innovation on the customer loyalty in Turkey and Germany.

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