Innovation in retail: influence of ICT and its impact on customer satisfaction
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Published
18-09-2018
Antonio Marín García
Irene Gil Saura
Abstract
Traditionally, the literature has defined "innovation" as an aspect necessary for economic and competitive development of companies and / or industries. It has been considered a decisive factor for wealth creation and growth of economies. This paper intends to carry out an approach to the concept of "innovation in retailing", identifying its nature and scope, and defining associations with traditional variables in marketing research such as the benefits and costs of the relationship, consumer perceived satisfaction and loyalty towards the establishment. A theoretical model is proposed and investigated through an empirical study conducted on a sample of 300consumers , customers of two retail food establishments, ranked supermarkets and hypermarkets. For the analysis of the data obtained and in order to estimate the structural model, use was made of the technique of partial least squares regression (PLS) and the software used was Smart PLS (version 3.0). The analysis of the results demonstrates the relationship between ICT and innovation in retail, and of the latter with the benefits / sacrifices effect chain of the relationship, and satisfaction. Additionally, the outcomes of the study also confirm the relationship between customer satisfaction and loyalty towards the establishment.
How to Cite
Marín García, A., & Gil Saura, I. (2018). Innovation in retail: influence of ICT and its impact on customer satisfaction. Cuadernos De Gestión, 17(2), 109–134. https://doi.org/10.5295/cdg.150556am
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Keywords
Innovation in retail, ICT, perceived benefits, sacrifices and costs, satisfaction, loyalty
References
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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.
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