How do the effects of retail innovation change? An analysis by product category
DOI:
https://doi.org/10.1229/tecempresarialjournal.v16i2.29Keywords:
Innovation, ICT, image, satisfaction, word-of-mouth, retailingAbstract
The present work deals with the study of the antecedents and consequences of satisfaction in retailing through two variables of special relevance, such as innovation and store image. By differentiating between innovation in marketing and in technology, the goal is twofold: to analyze the chain of effects innovation in marketing (technological innovation - image - satisfaction – word-of-mouth) and to study the moderating effect of activity sector in these relationships. Based on a sample of 820 customers from food, textile, home and electronics retailers, on the one hand, the results confirm the chain of relationships; and the category of the commercialized product also moderates the influence of image on satisfaction. There are important academic and business implications, as well as interesting lines for further research in this field. Among them, it should be noted that marketing innovation influences on technological innovation. Thus, the consumer perceives the adoption of new ideas by the store as a relevant antecedent of its technological development. The influence of technological innovation on the consumer’s image about the store has also been confirmed. Moreover, image shows a significant impact on satisfaction, and satisfaction influences on loyalty. Finally, the results confirm that the influence of image on customer satisfaction is different based on the activity sector of the store.
References
Agustin, C., Singh, J., 2005. Curvilinear effects of consumer loyalty determinants in rela-tional exchanges. Journal of Marketing Research, 42(1), 96-108.
Ailawadi, K. L., Keller, K. L., 2004. Understanding retail branding: conceptual insights and research priorities. Journal of retailing, 80(4), 331-342.
Anderson, J.C., Gerbing, D.W., 1988. Structural equation modelling in practice: a review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Andreassen, T. W., Streukens, S., 2009. Service innovation and electronic word-of-mouth: is it worth listening to?. Management Service Quality, 19(3), 249-265.
Anselmsson, J., Johansson, U., 2009. Retailer brands and the impact on innovativeness in the grocery market. Journal of Marketing Management, 25(1-2), 75-95.
Beckeman, M., Olsson, M., 2011. The role of Swedish retailers in food innovations. Inter-national Review of Retail, Distribution and Consumer Research, 21(1), 51-70.
Beneke, J., Brito, A., Garvey, K. A., 2015. Propensity to buy private label merchandise. International Journal of Retail Distribution Management, 43(1), 43-62.
Beneke, J., Zimmerman, N., 2014. Beyond private label panache: the effect of store image and perceived price on brand prestige. Journal of Consumer Marketing, 31(4), 301-311.
Beristain, J. J., Zorrilla, P., 2011. The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets. Journal of Retailing and Consumer Services, 18, 562-574.
Biemans, W. G., Griffin, A., & Moenaert, R. K., (2016). Perspective: New service develop-ment: How the field developed, its current status and recommendations for moving the field forward. Journal of Product Innovation Management, 33(4), 382-397.
Binninger, A. S., 2008. Exploring the relationships between retail brands and consumer store loyalty. International Journal of Retail Distribution Management, 36(2), 94-110.
Björk, P., (2014). The DNA of Tourism Service Innovation: A Quadruple Helix Approach. Journal of the Knowledge Economy, 5(1), 181–202.
Blackwell, R. D., Miniard, P. W., Engel, J. E., 2006. Consumer Behaviour, 10th ed. Cana-da: Thompson, South-Western.
Bloemer, J., De Ruyter, K., 1998. On the relationship between store image, store satisfac-tion and store loyalty. European Journal of marketing, 32(5/6), 499-513.
Boulding, W., Kalra, A., Staelin, R., Zeithaml, V. A., 1993. A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Re-search, 30, 7-27.
Brady, M. K., Knight, G. A., Cronin, J. J., Tomas, G., Hult, M., Keillor, B. D., 2005. Removing the contextual lens: A multinational, multi-setting comparison of service evaluation models. Journal of Retailing, 81(3), 215-230.
Burt, S., Johansson, U. Thelander, A., 2007. Retail Image as Seen through Consumers’ Eyes: Studying International Retail Image through Consumer Photographs of Stores, International Review of Retail, Distribution and Consumer Research, 17(5), 447-467.
Cambra-Fierro, J., Berbel-Pineda, J. M., Ruiz-Benítez, R., Vázquez-Carrasco, R., 2013. Analysis of the moderating role of the gender variable in service recovery process-es. Journal of Retailing and Consumer Services, 20(4), 408-418.
Carl, W .J., 2006. What’s all the buzz about? Everyday communication and the relational basis of word-of-mouth and buzz marketing practices. Management Communication Quarterly, 19(4), 601-634.
Chang, H. H., Fang, W., 2012. The effects of shopping value on retail outcomes: a com-parison between department stores and hypermarkets. The Service Industries Jour-nal, 32(14), 2249-2263.
Chen, F.F., 2007. Sensitivity of goodness of fit indexes to lack of measurement invariance. Structural Equation Modeling, 14(3), 464-504.
Chowdhury, J., Reardon, J., Srivastava, R., 1998. Alternative modes of measuring store image: An empirical assessment of structured versus unstructured measures. Journal of Marketing Theory Practice, 6, 72-86
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Tec Empresarial
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
