Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2021.1924217
Do innovation and sustainability influence customer satisfaction in retail? A question of gender
Antonio Marín-García
Irene Gil-Saura
María-Eugenia Ruiz-Molina
orcid.org/0000-0002-5307-7111
Sažetak
As a consequence of advances in the digitisation process and
increased consumer awareness of social, economic and environmental issues, more and more companies are embarking on
innovative and sustainable initiatives in response to these new
demands. However, given the nature and scope of these practices, research in this direction has not reported clarifying results to
date, especially when pursuing a marketing approach to their
analysis. Through this research, it is intended to test a model that
makes it possible to analyse the effect of innovative and sustainable actions on retail and explain their contribution to customer
satisfaction. To do this, this research is based on those studies
stating that the progress in retailing is based on two main pillars:
innovation and sustainability. From a sample of 510 customers
across three retail business formats, empirical evidence has been
obtained that both innovation and sustainability drive customer
satisfaction, but in a different way according to gender, evidencing the moderating nature of this last variable when explaining
satisfaction. In this way, the study highlights that the path to
achieving satisfaction in retail trade requires the promotion of
both innovative (product, marketing and relational innovation)
and sustainable (environmental, social and economic) practices,
especially in the case of women
Ključne riječi
Innovation; sustainability; satisfaction; gender; retail
Hrčak ID:
301844
URI
Datum izdavanja:
31.3.2023.
Posjeta: 541 *