¿Cómo varían los efectos de la innovación en el comercio minorista? Un análisis por categoría de producto

  1. María Fuentes Blasco 2
  2. Beatriz Moliner Velázquez 3
  3. David Servera Francés 1
  4. Irene Gil Saura 3
  1. 1 Universidad Católica de Valencia San Vicente Mártir
    info

    Universidad Católica de Valencia San Vicente Mártir

    Valencia, España

    ROR https://ror.org/03d7a9c68

  2. 2 Universidad Pablo de Olavide
    info

    Universidad Pablo de Olavide

    Sevilla, España

    ROR https://ror.org/02z749649

  3. 3 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

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Revista:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Año de publicación: 2020

Volumen: 20

Número: 2

Páginas: 97-122

Tipo: Artículo

DOI: 10.5295/CDG.191081MF DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Management Letters / Cuadernos de Gestión

Resumen

El presente trabajo aborda el estudio de los antecedentes y consecuencias de la satisfacción en el ámbito del retail a partir de dos variables de especial relevancia, como son la innovación y la imagen de la tienda. Diferenciando entre innovación en marketing y en tecnología, en particular, se persigue analizar la cadena de efectos innovación en marketing – innovación tecnológica – imagen – satisfacción – boca-oído y estudiar el papel moderador que ejerce el sector de actividad en estas relaciones. A partir de una muestra de 820 clientes de diferentes comercios minoristas de alimentación, textil, hogar y electrónica, los resultados confirman las relaciones de la cadena y que la categoría de producto comercializado modera la influencia de la imagen en la satisfacción. Se derivan importantes implicaciones académicas y para la gestión empresarial, así como interesantes líneas de investigación para avanzar en este campo. Entre ellas cabe destacar que la innovación en marketing influye sobre la innovación tecnológica. Es decir que el consumidor percibe la adopción de nuevas ideas por parte de la tienda como un antecedente relevante del desarrollo tecnológico de la misma. También se ha confirmado la influencia de la innovación tecnológica sobre la imagen que tiene el consumidor del establecimiento comercial. Así como que la imagen influye sobre la satisfacción. Y la relación entre satisfacción y lealtad, materializada en este caso en el boca-oído. Por último, los resultados confirman que la influencia que ejerce la imagen en la satisfacción del cliente es diferente en función del sector de actividad de la tienda.

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Información de financiación

Este estudio ha sido realizado en el marco del proyecto ECO2016-76553-R. Ministerio de Ciencia, Innovación y Universidades. Agencia Estatal de Investigación.

Financiadores

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