Authors: Rishikesh.S
Abstract: The study titled “The Role of Innovation on Customer Satisfaction for Handmade Silver Anklets in Salem” explores how product innovation, design creativity, and customisation influence customer satisfaction and market competitiveness in the traditional silver jewellery sector. Salem, a prominent hub for handmade silver anklet craftsmanship, represents a unique intersection of cultural heritage and modern consumer expectations. However, evolving fashion trends, rising competition, and shifting customer preferences have created a pressing need for artisans and small-scale jewellers to adopt innovative practices to sustain customer loyalty and expand market reach. This research aims to examine how design innovation, customisation flexibility, and technological integration affect customer satisfaction and purchase intentions among buyers of handmade silver anklets. The study employs a descriptive and analytical research design, combining both primary data (collected through structured questionnaires from artisans, sellers, and customers) and secondary data (from journals, trade publications, and government reports). Statistical tools such as correlation and regression analysis were applied to evaluate the relationships between innovation dimensions and customer satisfaction. The findings indicate that innovation plays a crucial role in enhancing customer satisfaction through improved aesthetics, personalisation, and quality perception. Customers value handmade products that reflect traditional artistry yet incorporate modern designs and durable craftsmanship. The study also reveals that artisans who embrace digital tools—such as online marketing platforms and design software—achieve higher customer engagement and repeat purchase rates. Furthermore, innovation in packaging and after-sales service contributes significantly to perceived brand value. This study contributes to both academic and practical understanding by emphasising that innovation is not only a driver of creativity but also a strategic necessity for sustaining competitiveness in the handmade silver anklet market. The results provide valuable insights for artisans, jewellery entrepreneurs, and policymakers in developing targeted initiatives to strengthen the local craft economy through innovation-driven growth.
