Como a inovação afeta a satisfação e a fidelidade ao varejista?
DOI:
https://doi.org/10.18046/j.estger.2021.161.4603Palavras-chave:
inovação de produto, inovação de marketing, inovação relacional, satisfação, lealdadeResumo
No presente estudo, examinou-se o conceito de inovação no setor varejista e definiu-se sua relação com outras variáveis, como satisfação e lealdade, tradicionalmente vinculadas ao estabelecimento varejista. Para atingir os objetivos propostos, foi definido um modelo teórico amparado na literatura, o qual foi contrastado por meio de um estudo empírico por meio de um questionário estruturado ad hoc aplicado a uma amostra de 510 clientes de estabelecimentos de alimentação. A análise dos dados foi desenvolvida por meio da técnica de regressão de mínimos quadrados parciais. Os resultados permitem propor um conjunto de recomendações para a gestão, a partir dos benefícios que as práticas inovadoras, relacionais e de marketing podem exercer na satisfação e fidelização do consumidor para com a loja.
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