Innovar en el comercio minorista: influencia de las TIC y sus efectos en la satisfacción del cliente
##plugins.themes.bootstrap3.article.main##
##plugins.themes.bootstrap3.article.sidebar##
Publicado
18-09-2018
Antonio Marín García
Irene Gil Saura
Resumen
En la literatura se ha definido tradicionalmente el concepto "innovación" como aspecto necesario para el desarrollo económico y competitivo de las empresas y/o industrias, considerando ésta como un determinante primordial para la creación de riqueza y crecimiento de las economías. Con este trabajo se pretende llevar a cabo una aproximación al concepto "innovación en el comercio minorista", identificando su naturaleza y alcance, y definiendo vínculos con variables de larga tradición en la investigación en marketing como los beneficios y costes de la relación, la satisfacción percibida de los consumidores y la lealtad hacia el establecimiento. Se propone un modelo teórico que se investiga a partir de un estudio empírico realizado sobre una muestra de 300 consumidores, clientes de dos establecimientos comerciales de venta de alimentación, clasificados en supermercados e hipermercados de la provincia de Valencia. Para el análisis de los datos obtenidos y con el propósito de estimar el modelo estructural, se hizo uso de la técnica de regresión por mínimos cuadrados parciales (PLS) y el software empleado fue Smart PLS (versión 3.0). A través del análisis de los resultados obtenidos se constata la relación existente entre las TIC y la innovación en el comercio minorista, y de ésta última con la cadena de efectos beneficios/sacrificios de la relación y satisfacción. Adicionalmente, a través de este estudio también se confirma la relación existente entre la satisfacción del consumidor y la lealtad hacia el establecimiento.
Cómo citar
Marín García, A., & Gil Saura, I. (2018). Innovar en el comercio minorista: influencia de las TIC y sus efectos en la satisfacción del cliente. Cuadernos De Gestión, 17(2), 109–134. https://doi.org/10.5295/cdg.150556am
##plugins.themes.bootstrap3.article.details##
Keywords
Innovación comercio minorista, TIC, beneficios percibidos, sacrificios y costes, satisfacción, lealtad
References
Ailawadi, K. L., y Keller, K. L., 2004. Understanding retail branding: conceptual insights andresearch priorities. Journal of retailing, 80 (4), 331-342.
Abodohoui, A.; Mohiuddin, M. y Su, Z., 2013. E-Communication Adoption in Benin Public Administration: Challenges and Strategies. International Journal of Business and Management, 9 (1), 43-55.
Anderson, R. E. y Srinivasan, S. S., 2003. E-satisfaction and E-loyalty: A Contingency Framework. Psychology & Marketing, 20 (2), 123-138.
Andrews, E., 1984. Construct validity and error components of survey measures: A structural modeling approach. Public Opinion Quarterly, 48 (2), 409.442.
Antón, C. y Rodríguez, A.I., 2004. Formas de lealtad a la marca: Identificación empírica y determinación de sus principales características. Cuadernos de Economía y Dirección de la Empresa, 18, 122-145.
Aramburu, N.; Saenz, J. y Blanco C.E., 2015. Structural capital, innovation capability, and company performance in technology-based colombian firms. Cuadernos de Gestión, 15 (1), 39-60.
Arnett, D.B.; Laverie, D.A. y Meiers, A., 2003. Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications. Journal of Retailing, 79 (3), 161-170.
Berenguer, G.; Gil, I. y Ruiz, M. E., 2008. Segmentación de clientes del comercio minorista en función de los beneficios de la relación minorista-consumidor. Información Comercial Española, ICE: Revista de economía, (844), 219-236.
Berenguer, G.; Gil, I. y Ruiz, M.E., 2009. La utilización de las tecnologías de la información y la comunicación en las relaciones proveedor-minorista. Boletín de Estudios Económicos, 64 (197), 227-244.
Bloemer, J.M. y Kasper, J.D., 1995. The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16 (2), 311-29.
Bloemer, J.M. y Ruyter, K., 1998. On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32 (5/6), 499- 513.
Bowen, J. y Shoemaker, S., 1998. Loyalty: a strategic commitment. Cornell Hotel and Restaurant Administration Quarterly, 39 (2), 12-25.
Brynjolfsson, E. y Smith, M., 2000. Frictionless Commerce? A Comparison of Internet and Conventional Retailers. Management science, 46 (4), 563–585.
Cadotte, E.R.; Woodruff, R.B. y Jenkins, R.L., 1987. Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24 (2), 305-314.
Cepeda, G. y Roldan, J.L., 2004. Aplicando en la practica la técnica PLS en la administración de empresas. Libro Actas XIV Congreso de ACEDE, Murcia.
Cliquet, G., 2011. La innovación en la distribución: el caso de Francia. Distribución y consumo, 21 (115), 26-33.
Day, R.L., 1984. Modeling choices among alternative responses to dissatisfaction. Advances in Consumer Research. William, D. y Perreault, D. (eds.), Atlanta, GA: Association for Consumer Research, 11, 496-499
Dekimpe, M. G.; Gielens, K.; Raju, J. y Thomas, J. S., 2011. Strategic assortment decisions in information-intensive and turbulent environments. Journal of Retailing, 87, S17-S28.
Diamantopoulos, A. y Winklhofer, H. M., 2001. Index construction with formative indicators: an alternative to scale development. Journal of marketing research, 38 (2), 269-277.
Diamantopoulos, A.; Riefler, P. y Roth, K. P., 2008. Advancing formative measurement models. Journal of Business Research, 61 (12), 1203-1218.
Dick, A.S., Diamantopoulos, A. y Winklhofer, H.M., 2001. Index construction with formative indicators: An alternative to scale development. Journal of Marketing Research, 38 (2), 269-277.
East, R. y Sinclair, J., 2000. Visionary Marketing for the 21th Century: Facing the Challenge. ANZMAC 2000 Proceedings, 286-290, Gold Coast, Queensland.
Eisenheardt, K.M., Browns, S.L., 1999. Patching: Restitching business portfolios in dynamic markets, Havard (10/10), 1105-1121.
East, R.; Gendall, P.; Hammond, K. y Lomas, W., 2005. Consumer Loyalty: Singular, Additive or Interactive? Australasian Marketing Journal, 13 (2), 10-26.
Emrich, O.; Paul, M. y Rudolph, T., 2015. Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer Type. Journal of Retailing, 91 (2), 326-342
Finn, A. y Kayande, U., 1997. Reliability assessment and optimization of marketing measurement. Journal of Marketing Research, 34, 262-275.
Forman, C.; Ghose A. y Goldfarb A., 2009. Competition Between Local and Electronic Markets: How the Benefit of Buying Online Depends on Where You Live. Management Science, 55 (1), 47-57.
Fornell, C., 1992. A national customer satisfaction barometer: the swedish experience. Journal of Marketing, 56 (Enero), 6-21.
Gil, I.; Cervera, A. y Frasquet, M., 2007. Empleo de TIC y efectos relacionales en la cadena logística. Boletín Económico de ICE, 31-48.
Grewal, D.; Ailawadi, K. L.; Gauri, D.; Hall, K.; Kopalle, P. y Robertson, J. R., 2011. Innovations in retail pricing and promotions. Journal of Retailing, 87, S43-S52.
Gwinner, K. P.; Gremler, D. D. y Bitner, M. J., 1998. Relational Benefits in Services Industries: The Customer’s Perspective. Journal of the Academy of Marketing Science, 26(2), 101-114.
Halstead, D.; Hartman, D. y Schmidt, S.L., 1994. Multisource effects on the satisfaction formation process. Journal of the Academy of Marketing Science, 22(2), 114-129
Ham, S.; Kim, W. G. y Jeong, S., 2005. Effect of information technology on performance in upscale hotels. International Journal of Hospitality Management, 24 (2), 281-294.
Howard, J.A. y Sheth, J.N., 1969. The Theory of Buyer Behavior. New York: John Wiley and Sons.
Hunt, H. K., 1983. A CS\D & CB Bibliography-1982. In: Ralph L. Day and H. Keith Hunt eds. International Fare in Consumer Satisfaction and Complaining Behavior. Bloomington, IN: Indiana University School of Business, 132-155.
Jones, M. A.; Mothersbaugh, D. L. y Beatty, S. E., 2000. Switching Barriers and Repurchase Intentions in Services. Journal of Retailing, 76(2), 259-274.
Lewis, B. R. y Soureli, M., 2006. The Antecedents of Consumer Loyalty in Retail Banking. Journal of Consumer Behaviour, 5, (1), 15-31.
Liang, H. y Zhang, Z., 2012. The effects of industry characteristics on the sources of technological product and process innovation. The Journal of Technology Transfer, 37(6), 867-884.
Mellens, M.; Dekimpe, M.G. y Steenkam P, J.B.E.B., 1996. A review of brand-loyalty measures in marketing. Tijdschrift voor Economie en Management, 41(4), 507-533.
Musso, F., 2010. Innovation in Marketing Channels: Relationships, Technology, Channel Structure. Symphonya: Emerging Issues in Management, 1, 23-42.
Neslin, S. A. y Shankar, V., 2009. Key issues in multichannel customer management: current knowledge and future directions. Journal of Interactive Marketing, 23 (1), 70-81.
Oliver, R. L., 1997. Satisfaction: A Behavioral Perspective on the Consumer. New York. McGraw-Kill.
Ordiz, M. y Pérez-Bustamante, G., 2000. Creación de valor en la empresa a través de las tecnologías de la información y la comunicación. Esic Market, 102, 151-164.
Patterson, P. G. y Smith, T., 2001. ”Relationship Benefits in Service Industries: A Replication in a Southeast Asian Context“. Journal of Services Marketing, 15, 6, 425-443.
Reinartz, W.; Dellaert, B.; Krafft, M.; Kumar, V.y Varadarajan, R., 2011. Retailing innovations in a globalizing retail market environment. Journal of Retailing, 87, S53-S66.
Ringle, C.M., Wende, S. y Becker, J.M., 2014. Smartpls3.0. Hamburg: SmarPLS. Retrieved from: http://www.smartpls.com
Rowley, J., Baregheh, A. y Sambrook, S., 2011. Towards an innovation-type mapping tool. Management Decision, 49 (1), 73–86.
Ruiz, M.E. y Gil, I., 2008. Perceived value, customer attitude and loyalty in retailing. Journal of Retail & Leisure Property, 7 (4), 305-314.
Ryssel, R.; Ritter, T. y Gemunden, H.G., 2004. The impact of information technology deployment on trust, commitment and value creation in business relationships. Journal of Business & Industrial Marketing, 19 (3), 197-207.
Segovia López, C. Aprendizaje interorganizativo, equilibrio estratégico e innovación en la empresa agroalimentaria. Tesis Doctoral, Universidad de Almería, Departamento de Dirección y Gestión de Empresas, 2011.
Shankar, V. y Yadav, M. S., 2011. Innovations in retailing. Journal of Retailing, 87, S1-S2.
Shankar, V.; Inman, J. J.; Mantrala, M.; Kelley, E. y Rizley, R., 2011. Innovations in shopper marketing: current insights and future research issues. Journal of Retailing, 87, S29-S42.
Sorescu, A.; Frambach, R. T.; Singh, J.; Rangaswamy, A. y Bridges, C., 2011. Innovations in retail business models. Journal of Retailing, 87, S3-S16.
Srinivasan, S. S.; Anderson, R. y Ponnavolu, K., 2002. Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78 (1), 41-50.
Torres, E.; Vásquez, A.Z. y Zamora, J., 2008. Customer satisfaction and loyalty: start with the product, culminate with the brand. Journal of Consumer Marketing, 25 (5), 302-313.
Valmohammadi, C., 2012. Investigating innovation management practices in Iranian organizations. Innovation: Management. Policy & Practice, 14 (2), 247-255.
Westbrook, R.A., 1987. Intrapersonal affective influences on consumer satisfaction with products. Journal of Consumer Research, 7 (Junio), 49-54.
Wu, F.; Yeniyurt, S.; Kim, D. y Cavusgil, S.T., 2006. The impact of information technology on supply chain capabilities and firm performance: A resource-based view. Industrial Marketing Management, 35 (4), 493-504.
Wu, S. I. y LIN, C. L., 2011. The influence of innovation strategy and organizational innovation on innovation quality and performance. International Journal of Organizational Innovation, 3(4), 45-81
Yen, J. R. y Gwinner, K. P., 2003. Internet Retail Customer Loyalty: The Mediating Role of Relational Benefits. International Journal of Service Industry Management, 14 (5), 483-500
Yoo, B.; Donthu, N. y Lee, S., 2000. An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28, (2), 195-211.
Abodohoui, A.; Mohiuddin, M. y Su, Z., 2013. E-Communication Adoption in Benin Public Administration: Challenges and Strategies. International Journal of Business and Management, 9 (1), 43-55.
Anderson, R. E. y Srinivasan, S. S., 2003. E-satisfaction and E-loyalty: A Contingency Framework. Psychology & Marketing, 20 (2), 123-138.
Andrews, E., 1984. Construct validity and error components of survey measures: A structural modeling approach. Public Opinion Quarterly, 48 (2), 409.442.
Antón, C. y Rodríguez, A.I., 2004. Formas de lealtad a la marca: Identificación empírica y determinación de sus principales características. Cuadernos de Economía y Dirección de la Empresa, 18, 122-145.
Aramburu, N.; Saenz, J. y Blanco C.E., 2015. Structural capital, innovation capability, and company performance in technology-based colombian firms. Cuadernos de Gestión, 15 (1), 39-60.
Arnett, D.B.; Laverie, D.A. y Meiers, A., 2003. Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications. Journal of Retailing, 79 (3), 161-170.
Berenguer, G.; Gil, I. y Ruiz, M. E., 2008. Segmentación de clientes del comercio minorista en función de los beneficios de la relación minorista-consumidor. Información Comercial Española, ICE: Revista de economía, (844), 219-236.
Berenguer, G.; Gil, I. y Ruiz, M.E., 2009. La utilización de las tecnologías de la información y la comunicación en las relaciones proveedor-minorista. Boletín de Estudios Económicos, 64 (197), 227-244.
Bloemer, J.M. y Kasper, J.D., 1995. The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16 (2), 311-29.
Bloemer, J.M. y Ruyter, K., 1998. On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32 (5/6), 499- 513.
Bowen, J. y Shoemaker, S., 1998. Loyalty: a strategic commitment. Cornell Hotel and Restaurant Administration Quarterly, 39 (2), 12-25.
Brynjolfsson, E. y Smith, M., 2000. Frictionless Commerce? A Comparison of Internet and Conventional Retailers. Management science, 46 (4), 563–585.
Cadotte, E.R.; Woodruff, R.B. y Jenkins, R.L., 1987. Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24 (2), 305-314.
Cepeda, G. y Roldan, J.L., 2004. Aplicando en la practica la técnica PLS en la administración de empresas. Libro Actas XIV Congreso de ACEDE, Murcia.
Cliquet, G., 2011. La innovación en la distribución: el caso de Francia. Distribución y consumo, 21 (115), 26-33.
Day, R.L., 1984. Modeling choices among alternative responses to dissatisfaction. Advances in Consumer Research. William, D. y Perreault, D. (eds.), Atlanta, GA: Association for Consumer Research, 11, 496-499
Dekimpe, M. G.; Gielens, K.; Raju, J. y Thomas, J. S., 2011. Strategic assortment decisions in information-intensive and turbulent environments. Journal of Retailing, 87, S17-S28.
Diamantopoulos, A. y Winklhofer, H. M., 2001. Index construction with formative indicators: an alternative to scale development. Journal of marketing research, 38 (2), 269-277.
Diamantopoulos, A.; Riefler, P. y Roth, K. P., 2008. Advancing formative measurement models. Journal of Business Research, 61 (12), 1203-1218.
Dick, A.S., Diamantopoulos, A. y Winklhofer, H.M., 2001. Index construction with formative indicators: An alternative to scale development. Journal of Marketing Research, 38 (2), 269-277.
East, R. y Sinclair, J., 2000. Visionary Marketing for the 21th Century: Facing the Challenge. ANZMAC 2000 Proceedings, 286-290, Gold Coast, Queensland.
Eisenheardt, K.M., Browns, S.L., 1999. Patching: Restitching business portfolios in dynamic markets, Havard (10/10), 1105-1121.
East, R.; Gendall, P.; Hammond, K. y Lomas, W., 2005. Consumer Loyalty: Singular, Additive or Interactive? Australasian Marketing Journal, 13 (2), 10-26.
Emrich, O.; Paul, M. y Rudolph, T., 2015. Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer Type. Journal of Retailing, 91 (2), 326-342
Finn, A. y Kayande, U., 1997. Reliability assessment and optimization of marketing measurement. Journal of Marketing Research, 34, 262-275.
Forman, C.; Ghose A. y Goldfarb A., 2009. Competition Between Local and Electronic Markets: How the Benefit of Buying Online Depends on Where You Live. Management Science, 55 (1), 47-57.
Fornell, C., 1992. A national customer satisfaction barometer: the swedish experience. Journal of Marketing, 56 (Enero), 6-21.
Gil, I.; Cervera, A. y Frasquet, M., 2007. Empleo de TIC y efectos relacionales en la cadena logística. Boletín Económico de ICE, 31-48.
Grewal, D.; Ailawadi, K. L.; Gauri, D.; Hall, K.; Kopalle, P. y Robertson, J. R., 2011. Innovations in retail pricing and promotions. Journal of Retailing, 87, S43-S52.
Gwinner, K. P.; Gremler, D. D. y Bitner, M. J., 1998. Relational Benefits in Services Industries: The Customer’s Perspective. Journal of the Academy of Marketing Science, 26(2), 101-114.
Halstead, D.; Hartman, D. y Schmidt, S.L., 1994. Multisource effects on the satisfaction formation process. Journal of the Academy of Marketing Science, 22(2), 114-129
Ham, S.; Kim, W. G. y Jeong, S., 2005. Effect of information technology on performance in upscale hotels. International Journal of Hospitality Management, 24 (2), 281-294.
Howard, J.A. y Sheth, J.N., 1969. The Theory of Buyer Behavior. New York: John Wiley and Sons.
Hunt, H. K., 1983. A CS\D & CB Bibliography-1982. In: Ralph L. Day and H. Keith Hunt eds. International Fare in Consumer Satisfaction and Complaining Behavior. Bloomington, IN: Indiana University School of Business, 132-155.
Jones, M. A.; Mothersbaugh, D. L. y Beatty, S. E., 2000. Switching Barriers and Repurchase Intentions in Services. Journal of Retailing, 76(2), 259-274.
Lewis, B. R. y Soureli, M., 2006. The Antecedents of Consumer Loyalty in Retail Banking. Journal of Consumer Behaviour, 5, (1), 15-31.
Liang, H. y Zhang, Z., 2012. The effects of industry characteristics on the sources of technological product and process innovation. The Journal of Technology Transfer, 37(6), 867-884.
Mellens, M.; Dekimpe, M.G. y Steenkam P, J.B.E.B., 1996. A review of brand-loyalty measures in marketing. Tijdschrift voor Economie en Management, 41(4), 507-533.
Musso, F., 2010. Innovation in Marketing Channels: Relationships, Technology, Channel Structure. Symphonya: Emerging Issues in Management, 1, 23-42.
Neslin, S. A. y Shankar, V., 2009. Key issues in multichannel customer management: current knowledge and future directions. Journal of Interactive Marketing, 23 (1), 70-81.
Oliver, R. L., 1997. Satisfaction: A Behavioral Perspective on the Consumer. New York. McGraw-Kill.
Ordiz, M. y Pérez-Bustamante, G., 2000. Creación de valor en la empresa a través de las tecnologías de la información y la comunicación. Esic Market, 102, 151-164.
Patterson, P. G. y Smith, T., 2001. ”Relationship Benefits in Service Industries: A Replication in a Southeast Asian Context“. Journal of Services Marketing, 15, 6, 425-443.
Reinartz, W.; Dellaert, B.; Krafft, M.; Kumar, V.y Varadarajan, R., 2011. Retailing innovations in a globalizing retail market environment. Journal of Retailing, 87, S53-S66.
Ringle, C.M., Wende, S. y Becker, J.M., 2014. Smartpls3.0. Hamburg: SmarPLS. Retrieved from: http://www.smartpls.com
Rowley, J., Baregheh, A. y Sambrook, S., 2011. Towards an innovation-type mapping tool. Management Decision, 49 (1), 73–86.
Ruiz, M.E. y Gil, I., 2008. Perceived value, customer attitude and loyalty in retailing. Journal of Retail & Leisure Property, 7 (4), 305-314.
Ryssel, R.; Ritter, T. y Gemunden, H.G., 2004. The impact of information technology deployment on trust, commitment and value creation in business relationships. Journal of Business & Industrial Marketing, 19 (3), 197-207.
Segovia López, C. Aprendizaje interorganizativo, equilibrio estratégico e innovación en la empresa agroalimentaria. Tesis Doctoral, Universidad de Almería, Departamento de Dirección y Gestión de Empresas, 2011.
Shankar, V. y Yadav, M. S., 2011. Innovations in retailing. Journal of Retailing, 87, S1-S2.
Shankar, V.; Inman, J. J.; Mantrala, M.; Kelley, E. y Rizley, R., 2011. Innovations in shopper marketing: current insights and future research issues. Journal of Retailing, 87, S29-S42.
Sorescu, A.; Frambach, R. T.; Singh, J.; Rangaswamy, A. y Bridges, C., 2011. Innovations in retail business models. Journal of Retailing, 87, S3-S16.
Srinivasan, S. S.; Anderson, R. y Ponnavolu, K., 2002. Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78 (1), 41-50.
Torres, E.; Vásquez, A.Z. y Zamora, J., 2008. Customer satisfaction and loyalty: start with the product, culminate with the brand. Journal of Consumer Marketing, 25 (5), 302-313.
Valmohammadi, C., 2012. Investigating innovation management practices in Iranian organizations. Innovation: Management. Policy & Practice, 14 (2), 247-255.
Westbrook, R.A., 1987. Intrapersonal affective influences on consumer satisfaction with products. Journal of Consumer Research, 7 (Junio), 49-54.
Wu, F.; Yeniyurt, S.; Kim, D. y Cavusgil, S.T., 2006. The impact of information technology on supply chain capabilities and firm performance: A resource-based view. Industrial Marketing Management, 35 (4), 493-504.
Wu, S. I. y LIN, C. L., 2011. The influence of innovation strategy and organizational innovation on innovation quality and performance. International Journal of Organizational Innovation, 3(4), 45-81
Yen, J. R. y Gwinner, K. P., 2003. Internet Retail Customer Loyalty: The Mediating Role of Relational Benefits. International Journal of Service Industry Management, 14 (5), 483-500
Yoo, B.; Donthu, N. y Lee, S., 2000. An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28, (2), 195-211.
Número
Sección
Artículos
Los autores mantienen el copyright de la publicación. Las publicaciones en Cuadernos de Gestión se distribuyen bajo la licencia de Creative Commons -CC-BY-NC-ND, garantizando el acceso abierto a toda la sociedad.
En concreto la licencia CC-BY-NC-ND permite utilización, copia, distribución y comunicación pública de la obra, siempre que los autores y la fuente sean correctamente citados y no se utilice para propósitos comerciales.
El/la autor/a puede hacer libre uso de su artículo indicando siempre que el texto ha sido publicado en Management Letters/Cuadernos de Gestión y cualquier re-edición del mismo deberá contar con la autorización de la revista.