¿Contribuye la innovación a generar valor de marca y satisfacción en el cliente?Evidencias en la gran distribución de alimentación

  1. Marín García, Antonio
  2. Irene Gil Saura 1
  3. María Eugenia Ruiz Molina 1
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Año de publicación: 2020

Volumen: 20

Número: 3

Páginas: 29-40

Tipo: Artículo

DOI: 10.5295/CDG.191130AM DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Management Letters / Cuadernos de Gestión

Objetivos de desarrollo sostenible

Resumen

El desarrollo de este trabajo pretende una aproximación al concepto de innovación minorista, desde un triple enfoque: innovación de producto, innovación en marketing e innovación relacional. Además, se examinan sus nexos con otros constructos que tradicionalmente han suscitado especial interés en la investigación en marketing, como la lealtad a la marca, el valor de marca y la satisfacción. Para ello, se delimita un modelo teórico que se contrasta mediante un análisis empírico fundamentado en una encuesta a una muestra de 510 clientes de tres formatos comerciales de alimentación —hipermercado, supermercado y tienda de descuento— en la provincia de Valencia. Con el objetivo de testar las relaciones propuestas en forma de hipótesis, los datos recogidos fueron analizados mediante el uso de la técnica de regresión por mínimos cuadrados parciales (PLS). Los resultados confirman el papel de la innovación como elemento dinamizador de la lealtad a la marca, potenciado por las TIC. Además, se observan efectos encadenados de la lealtad a la marca sobre el valor de marca, y de esta última variable sobre la satisfacción. Finalmente, las conclusiones derivadas orientan un conjunto de recomendaciones para la gestión, fundamentadas en los beneficios observados al desarrollar procesos de innovación en la gran distribución de alimentación.

€ Ver financiación

Información de financiación

Este estudio ha sido realizado en el marco del proyecto ECO2016-76553-R. Ministerio de Economía, Industria y Competitividad. Agencia Estatal de Investigación

Financiadores

Referencias bibliográficas

  • Aaker, D. A. y Equity, M. B., 1991. Capitalizing on the Value of a Brand Name. New York: Free Press.
  • Aaker, D. A., 1996. Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
  • 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.
  • Armstrong, J. S. y Overton, T. S., 1977. Estimating non-response bias in mail surveys. Journal of Marketing Research, 14, 396-402.
  • 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.
  • Arvanitis, S. Loukis, E. y Diamantopoulou, V., 2013. The effect of soft ICT capital on innovation performance of greek firms. Journal of Enterprise Information Management, 26 (6), 679-701.
  • Atilgan, E., Aksoy, Ş. y Akinci, S., 2005. Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237-248.
  • Bagozzi, R. P. y Yi, Y., 1988. On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
  • Beata, R., 2016. Information and communication technologies as a source of marketing innovations in retail–trends. Journal of Economics & Management, 23, 45-53.
  • Berthon, P., Mac Hulbert, J. y Pitt, L., 2004. Innovation or customer orientation? An empirical investigation. European Journal of Marketing, 38(9/10), 1065-1090.
  • Bloemer, J. y Odekerken-Schroder, G., 2002. Store satisfaction and store loyalty explained by customer-and store-related factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 68-80.
  • Buil, I., Martínez, E. y Chernatony, L. D., 2010. Medición del valor de marca desde un enfoque formativo. Cuadernos de Gestión, 10, 167-196.
  • Bravo Gil, R., Fraj Andrés, E. y Martinez Salinas, E., 2007. Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16(3), 188-199.
  • Carmines, E. G. y Zeller, R. A., 1979. Reliability and validity assessment. (17). United Kingdom: Sage publications.
  • Cassel, C., Hackl, P. y Westlund, A. H., 1999. Robustness of partial least-squares method for estimating latent variable quality structures. Journal of Applied Statistics, 26(4), 435-446.
  • Chin, W. W., 1998. The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.
  • Churchill Jr, G. A., 1979. A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 64-73.
  • Clark, D. N., 2010. Innovation management in SMEs: Active innovators in New Zealand. Journal of Small Business & Entrepreneurship, 23(4), 601-619.
  • Cliquet, G., 2011. La innovación en la distribución: el caso de Francia. Distribución y Consumo, 21(115), 26-33.
  • Delgado, E. y Munuera, J. L., 2002. Medición del capital de marca con indicadores formativos. Investigación y Marketing, 759, 16-20.
  • Eisingerich, A. B. y Rubera, G., 2010. Drivers of brand commitment: A cross-national investigation. Journal of International Marketing, 18(2), 64-79
  • Efron, B. y Tibshirani, R., 1986. Bootstrap methods for standard errors, confidence intervals, and other measures of statistical accuracy. Statistical Science, 54-75.
  • Falk, R. F. y Miller, N. B., 1992. A primer for soft modeling. Ohio: University of Akron Press.
  • Fornell, C. y Larcker, D. F., 1981. Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 382-388.
  • Fornell, C. y Bookstein, F. L., 1982. Two structural equation models: LISREL and PLS applied to consumer exit-voice theory. Journal of Marketing Research, 440-452.
  • Foroudi, P., Jin, Z., Gupta, S., Melewar, T. C. y Foroudi, M. M., 2016. Influence of innovation capability and customer experience on reputation and loyalty. Journal of Business Research, 69(11), 4882-4889.
  • Gil-Saura, I., Ruiz-Molina, M. E., Michel, G. y Corraliza-Zapata, A., 2013. Retail brand equity: A model based on its dimensions and effects. The International Review of Retail, Distribution and Consumer Research, 23(2), 111-136.
  • Gil-Saura, I., Ruiz-Molina, M. E. y Berenguer-Contrí, G., 2014. Retail innovativeness: Importance of ICT and impact on consumer behaviour. Handbook of Research on Retailer-Consumer Relationship Development, 384-403.
  • Gonzalez-Lafaysse, L. y Lapassouse-Madrid, C., 2016. Facebook and sustainable development: a case study of a French supermarket chain. International Journal of Retail & Distribution Management, 44(5), 560-582.
  • 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.
  • Grewal, D., Roggeveen, A. L. y Nordfält, J., 2017. The future of retailing. Journal of Retailing, 93(1), 1-6.
  • Hair Jr, J. F., Hult, G. T. M., Ringle, C. y Sarstedt, M., 2016. A primer on partial least squares structural equation modeling (PLS-SEM). California: Sage Publications.
  • Hänseler, F. S., Lam, W. H., Bierlaire, M., Lederrey, G. y Nikolić, M., 2017. A dynamic network loading model for anisotropic and congested pedestrian flows. Transportation Research Part B: Methodological, 95, 149-168.
  • Henard, D. H. y Dacin, P. A., 2010. Reputation for product innovation: Its impact on consumers. Journal of Product Innovation Management, 27 (3), 321-335.
  • Huang, J. W., Li, Y. H. y Yen, M. T., 2016. The Relationship between Green Innovation and Business Performance-The Mediating Effect of Brand Image. Xing Xiao Ping Lun, 13(1), 89.
  • Hunt, S. D., 2010. Marketing theory: Foundations, controversy, strategy, resource-advantage theory, New York: M.E. Sharpe
  • Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H. y Kang, S. H., 2008. Brand equity in hospital marketing. Journal of Business Research, 61(1), 7582.
  • Kumar, P., 2014. Greening retail: an Indian experience. International Journal of Retail and Distribution Management, 42 (7), 613-625.
  • Kumar, V., Anand, A. y Song, H., 2017. Future of retailer profitability: an organizing framework. Journal of Retailing, 93(1), 96-119.
  • Kunz, W., Schmitt, B. y Meyer, A., 2011. How does perceived firm innovativeness affect the consumer? Journal of Business Research, 64(8), 816-822.
  • Krom, I., 2015. Global online entrepreneurship and the impact of innovation on brands. Emerging Markets Journal, 5 (2), 90-101.
  • Lassar, W., Mittal, B. y Sharma, A., 1995. Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.
  • Lin, C. Y., 2015. Conceptualizing and measuring consumer perceptions of retailer innovativeness in Taiwan. Journal of Retailing and Consumer Services, 24, 33-41.
  • Marcon, A., de Medeiros, J. F. y Ribeiro, J. L. D., 2017. Innovation and environmentally sustainable economy: Identifying the best practices developed by multinationals in Brazil. Journal of Cleaner Production, 160, 83-97.
  • Marín-García, A., Gil-Saura, I. y Ruíz-Molina, M.E., 2019. How do innovation and sustainability contribute to generate retail equity? Evidence from Spanish retailing. Journal of Product & Brand Management https://doi.org/10.1108/JPBM-12-2018-2173
  • Marín, A. y Gil-Saura, I., 2017. Innovar en el comercio minorista: Influencia de las TIC y sus efectos en la satisfacción del cliente. Cuadernos de Gestión, 17(2), 109-134.
  • Mohd Yasin, N., Nasser Noor, M. y Mohamad, O., 2007. Does image of country-of-origin matter to brand equity? Journal of Product & Brand Management, 16(1), 38-48.
  • Moliner-Velázquez, B., Fuentes-Blasco, M., Servera-Francés, D. y Gil-Saura, I., 2019. From retail innovation and image to loyalty: moderating effects of product type. Service Business, 13(1), 199-224.
  • Moorhouse N., vom Dieck M.C. y Jung T, 2018. Technological Innovations Transforming the Consumer Retail Experience: A Review of Literature. In: Jung T., tom Dieck M. (eds) Augmented Reality and Virtual Reality. Springer, Cham: Progress in IS.
  • Musso, F., 2010. Innovation in marketing channels. Emerging Issues in Management, 1, 25-44.
  • Neirotti, P. y Pesce, D., 2019. ICT-based innovation and its competitive outcome: the role of information intensity. European Journal of Innovation Management, 22(2), 383-404.
  • Nunnally, J. C. y Bernstein, I. H., 1994. Psychological theory. New York: MacGraw-Hill.
  • Observatorio Cetelem, 2016. El Observatorio Cetelem Consumo España 2015. El regreso del consumo a España. Disponible en: http:// www.elobservatoriocetelem.es/observatorio/Observatorio_Consumo_Espana_%202015.pdf
  • Pantano, E. y Timmermans, H., 2014. What is smart for retailing? Procedia Environmental Sciences, 22, 101-107.
  • Pantano, E., Priporas, C. V. y Stylos, N., 2018. Knowledge Push Curve (KPC) in retailing: Evidence from patented innovations analysis affecting retailers’ competitiveness. Journal of Retailing and Consumer Services, 44, 150-160.
  • Pappu, R. y Quester, P. G., 2016. How does brand innovativeness affect brand loyalty? European Journal of Marketing, 50(1/2), 2-28.
  • 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., 2015. SmartPLS 3. SmartPLS GmbH, Boenningstedt. Journal of Service Science and Management, 10 (3).
  • Ruiz-Molina, M. E., Gil-Saura, I. y Servera-Francés, D., 2009. Implicaciones de la intensidad tecnológica y la calidad de servicio logístico en el comercio minorista. Boletín Económico del ICE, (2957), 55-73.
  • Ruiz-Molina, M. E., Gil-Saura, I. y Servera-Francés, D., 2017. Innovation as a key to strengthen the effect of relationship benefits on loyalty in retailing. Journal of Services Marketing, 31(2), 131-141
  • Šerić, M. y Gil-Saura, I., 2011. Integrated marketing communications and information and communication technology in the hotel sector: An analysis of their use and development in Dalmatian firstclass and luxury hotels. Journal of Retail & Leisure Property, 9(5), 401-414.
  • Siguaw, J. A., Simpson, P. M. y Enz, C. A., 2006. Conceptualizing innovation orientation: A framework for study and integration of innovation research. Journal of Product Innovation Management, 23(6), 556-574.
  • Shiau, H., 2014. The impact of product innovation on behaviour intention: The measurement of the mediating effect of the brand image of Japanese anime dolls. Anthropologist, 17 (3), 777-788.
  • Stagnaro, C., 2017. Competition and innovation in retail electricity markets: evidence from Italy. Economic Affairs, 37(1), 85-101.
  • Thien L. M., Thurasamy R. y Abd Razak N., 2014. Specifying and assessing a formative measure for Hofstede’s cultural values: A Malaysian study. Quality & Quantity, 48(6), 3327–3342.
  • Villarejo-Ramos, Á. F., 2002. Modelos multidimensionales para la medición del valor de marca. Investigaciones Europeas en Dirección y Economía de la Empresa, 8 (3), 13-44.
  • Wu, S. y Lin, C., 2011. The influence of innovation strategy and organizational innovation on innovation quality and performance. International Journal of Organizational Innovation, 3(4), 45-81.
  • 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.
  • 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.
  • Yoo, B. y Donthu, N., 2001. Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
  • Yoo, J. y Park, M., 2016. The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands. Journal of Business Research, 69(12), 5775-5784.
  • YuSheng, K. y Ibrahim, M., 2019. Service innovation, service delivery and customer satisfaction and loyalty in the banking sector of Ghana. International Journal of Bank Marketing
Fuente de los datos: Dialnet