¿Cómo afecta la innovación en la satisfacción y la lealtad hacia el establecimiento minorista?
DOI:
https://doi.org/10.18046/j.estger.2021.161.4603Palabras clave:
innovación en producto, innovación de marketing, innovación relacional, satisfacción, lealtadResumen
En el presente estudio, se examinó el concepto de innovación en el sector minorista y se definieron sus relaciones con otras variables, como la satisfacción y la lealtad, tradicionalmente vinculadas con el establecimiento minorista. Para lograr los objetivos planteados, se delimitó un modelo teórico sustentado en la literatura, que se contrastó mediante un estudio empírico utilizando un cuestionario estructurado ad hoc aplicado a una muestra de 510 clientes de establecimientos de alimentación. El análisis de los datos se desarrolló mediante la técnica de regresión por mínimos cuadrados parciales. Los resultados permiten proponer un conjunto de recomendaciones para la gestión, fundamentadas en los beneficios que las prácticas innovadoras, relacionales y en marketing, pueden ejercer en la satisfacción y en la lealtad del consumidor hacia la tienda.
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