Title: Technological innovation practice in the retail sector

Authors: Ali A. Salah; Khalid M. Alomari; Jihad Farajat; Hamza Alaodat; Amgad S.D. Khaled

Addresses: College of Business and Economics, Al-Hussein Bin Talal University, Jordan ' College of Business and Economics, Al-Hussein Bin Talal University, Jordan ' College of Business and Economics, Al-Hussein Bin Talal University, Jordan ' College of Business and Economics, Al-Hussein Bin Talal University, Jordan ' Department of Management Information System, Aljand University for Science and Technology, Taiz, Yemen

Abstract: Retail, like business concepts, is not a static organisation. As a result of numerous factors related to the retail climate, merchants create new forms, manage existing forms, and discard forms over time. Technological change is frequently associated with innovation. In recent years, technology-based innovation has been cemented as a long-term strategic investment that can provide competitive advantages through producing end user value through installing and upgrading ICTs. The purpose of this research is to investigate the impact of technology innovation on the retail experience. The study sample was collected from a Yemeni customer. The investigation is conclusive, complete, and based on a single cross-sectional study design. The research tool is used to generate quantitative data. It concluded that further technological innovation has an effect on store photos, consumer satisfaction, brand equity, and word-of-mouth (WOM), and it also recommended that retailers benefit from technology adoption and thus invest in innovations that will help them increase market share and competitiveness in the long run.

Keywords: technological; innovation; satisfaction; retailing; brand equity; value; word-of-mouth; WOM.

DOI: 10.1504/IJBEX.2024.143695

International Journal of Business Excellence, 2024 Vol.34 No.4, pp.557 - 574

Received: 13 Mar 2021
Accepted: 10 Jun 2021
Published online: 06 Jan 2025 *

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