Las consecuencias de la propensión a innovar y la percepción de la innovación sobre la satisfacción del cliente en un minorista mayorista
DOI:
https://doi.org/10.20397/2177-6652/2025.v25i4.3275Palabras clave:
Propensão a Inovar; Inovação Percebida; Satisfação; Atacarejo; Comportamento do ConsumidorResumen
Objetivo: Medir la influencia de la propensión a la innovación y la innovación percibida de los consumidores de un establecimiento de venta al por mayor (cash and carry) en su satisfacción con el establecimiento mediante el desarrollo y la prueba de un modelo hipotético.
Metodología: La investigación utiliza un enfoque cuantitativo mediante el diseño de una encuesta. Se recopilaron 344 cuestionarios, considerados válidos, mediante Formularios de Google. Los datos se analizaron mediante modelos de ecuaciones estructurales.
Originalidad: El desarrollo y la prueba del modelo constituyen una contribución teórica significativa. El modelo presenta índices de ajuste adecuados. Todas las hipótesis fueron corroboradas.
Resultados principales: A mayor propensión a la innovación y la percepción de innovación de los consumidores de un establecimiento de venta al por mayor (cash and carry) en beta, mayor es la percepción de innovación y la satisfacción con las prácticas del establecimiento. Además, la percepción de innovación de los clientes de un establecimiento de venta al por mayor también influye positivamente en su satisfacción con el establecimiento. La satisfacción alcanzó más del 60% de la varianza explicada y la percepción de innovación alcanzó el 23%. Los índices de ajuste del modelo de ecuaciones estructurales son adecuados. Aportes Teóricos/Metodológicos: Este trabajo avanza en el conocimiento existente al desarrollar y validar un modelo parsimonioso sobre la formación de la satisfacción del cliente en el sector de servicios minoristas y mayoristas basado en la innovación percibida y la propensión a innovar.
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