Title: Innovation and customer satisfaction in small-scale retail businesses in the UAE and the mediating role of technology adoption

Authors: Adnan Jawabri; Rouhi Faisal

Addresses: Department of Management, Faculty of Business, Liwa College, Al Ain, United Arab Emirates ' Department of Management, Faculty of Business, Liwa College, Al Ain, United Arab Emirates

Abstract: Small-scale retail businesses in the UAE face growing competition and changing consumer preferences, necessitating innovation and technology adoption to enhance customer satisfaction. With the dynamic retail landscape in the UAE, it is imperative to understand the interplay of innovation, technology adoption, and customer satisfaction in the context of these businesses. Therefore, this study examined the influence of innovation on customer satisfaction with the mediation of technology adoption for small-scale retail businesses in the UAE. Data was collected from a survey of 256 retail customers in Dubai. Using SEM analysis, it was found that technology effectively mediates the relationship between innovation and customer satisfaction. Retailers prioritising innovation in reducing operational costs, expanding product ranges, enhancing product quality, and streamlining operations were more likely to satisfy customers. Hence, to foster customer satisfaction, it is recommended that small-scale retail businesses in the UAE continue investing in technological innovation.

Keywords: innovation; customer satisfaction; technology adoption; small-scale retail; UAE.

DOI: 10.1504/IJBPM.2026.156108

International Journal of Business Performance Management, 2026 Vol.27 No.5, pp.618 - 637

Received: 07 Dec 2023
Accepted: 25 Mar 2024
Published online: 04 Sep 2026 *

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