How does innovation affect satisfaction and loyalty to the retail store?
DOI:
https://doi.org/10.18046/j.estger.2021.161.4603Keywords:
product innovation, marketing innovation, relational innovation, satisfaction, loyaltyAbstract
In the present study, the concept of innovation in the retail sector was examined and its relationships with other variables, such as satisfaction and loyalty, traditionally linked to the retail establishment, were defined. To achieve the proposed objectives, a theoretical model supported by the literature was defined and contrasted using an empirical study by an ad hoc structured questionnaire, carried out on a sample of 510 customers in commercial grocery establishments. The data analysis was developed using the partial least squares regression technique. The results allow proposing a set of managerial recommendations, based on the benefits that innovative practices, relational and of marketing, may exert on consumer satisfaction and loyalty to the store.
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