As consequências da propensão a inovar e da percepção da inovação sobre a satisfação dos clientes de um atacarejo
DOI:
https://doi.org/10.20397/2177-6652/2025.v25i4.3275Palavras-chave:
Propensão a Inovar; Inovação Percebida; Satisfação; Atacarejo; Comportamento do ConsumidorResumo
Objetivo: mensurar o nível de influência da propensão a inovar dos consumidores de um atacarejo e da inovação percebida sobre o seu nível de satisfação com o estabelecimento por meio do desenvolvimento e teste de um modelo hipotético.
Metodologia: A pesquisa possui uma abordagem quantitativa por meio da elaboração de uma survey. Foram coletados 344 questionários considerados válidos pelo formulário Google Forms. Os dados foram analisados por meio da modelagem de equações estruturais.
Originalidade: O desenvolvimento e teste do modelo constitui uma contribuição teórica significativa. O modelo possui índices de ajuste com valores adequados. Todas as hipóteses foram apoiadas.
Principais Resultados: que quanto maior a propensão do consumidor do Atacarejo Beta, maior será a sua inovação percebida, bem como maior também será a sua satisfação a respeito das práticas do estabelecimento. Além disso, a inovação percebida pelos clientes do atacarejo também influenciam positivamente a sua satisfação com o estabelecimento. A satisfação alcançou mais de 60% para a variância explicada e a inovação percebida de 23%. Os índices de ajuste da modelagem de equações estruturais estão adequados.
Contribuições Teóricas/Metodológicas: Este trabalho avança sobre o conhecimento existente a partir da elaboração e validação de um modelo parcimonioso sobre a formação da satisfação dos clientes no setor de serviços de varejo e atacado a partir da inovação percebida e da propensão a inovar.
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