¿Cómo varían los efectos de la innovación en el comercio minorista? Un análisis por categoría de producto
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Publicado
18-03-2020
Maria Fuentes-Blasco
Beatriz Moliner-Velázquez
David Servera-Francés
Irene Gil-Saura
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.
Cómo citar
Fuentes-Blasco, M., Moliner-Velázquez, B., Servera-Francés, D., & Gil-Saura, I. (2020). ¿Cómo varían los efectos de la innovación en el comercio minorista? Un análisis por categoría de producto. Cuadernos De Gestión, 20(2), 97–122. https://doi.org/10.5295/cdg.191081mf
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Keywords
Innovación, TIC, imagen, satisfacción, boca-oído, retailing.
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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 development: 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.
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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 processes. Journal of Retailing and Consumer Services, 20(4), 408-418.
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Christofi, M., Leonidou, E., Vrontis, D., Kitchen, P., Papasolomou, I., 2015. Innovation and cause-related marketing success: a conceptual framework and propositions. Journal of Services Marketing, 29(5), 354-366.
Cooil, B., Keiningam, T., Aksoy, L., Hsu, M., 2007. A longitudinal analysis of customer satisfaction and share of wallet: Investigating the moderating effect of customer characteristics. Journal of Marketing, 71, 67-83.
Cortiñas, M., Chocarro, R. Villanueva, M. L., 2010. La heterogeneidad de los consumidores en la valoración de la gestión minorista. Un análisis de segmentación post-hoc en modelos de ecuaciones estructurales. Revista Española de Investigación de Marketing ESIC, 14(1), 91-113.
Cronin, J. J., Brady, M. K., Hult, G. T. M., 2000. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
Delgado-Ballester, E., Hernández-Espallardo, M., Rodríguez-Orejuela, A., 2014. Store image influences in consumers’ perceptions of store brands: the moderating role of value consciousness. European Journal of Marketing, 48(9/10), 1850-1869.
Djellal, F., Gallouj, F., Miles, I., 2013. Two decades of research on innovation in services: which place for public services?. Structural Change and Economic Dynamics, 27, 98-117.
Eisenbeiss, M., Corneliben, M., Backhaus, K., Hoyer, W. D., 2014. Nonlinear and asymmetric returns on customer satisfaction: do they vary across situations and consumers?. Journal of the Academy of Marketing Science, 42(3), 242-263.
Engel, J. F., Blackwell, R. D., Miniard, P.W., 1990. Consumer Behavior, 6th ed. Chicago, IL: The Dryden Press.
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