The role of innovation on Indian retail industry
by Amgad S. Khaled; Salma Ahmed; Ali T. Yahya; Najib H.S. Farhan
International Journal of Business Innovation and Research (IJBIR), Vol. 23, No. 4, 2020

Abstract: The main objective of this study is to find the impact of technological innovation and marketing innovation on satisfaction, store image and customer loyalty. Experimental research was conducted in the context of shopping experiences in electronic products, clothing, grocery and furniture stores. Data was collected from 315 respondents using structured questionnaire distributed among them at different retail set ups in Delhi, Aurangabad and NCR region. The survey was developed with a cautiously selected collection metrics, tested in the latest literature, adapted in the retail context. Data analysis was conducted in five stages namely exploratory factor analysis, confirmatory factor analysis, descriptive analysis, correlation and regression analysis. The study found that technological innovation has a significant impact on all variables, i.e., store image, satisfaction and loyalty, while marketing innovation has a statistically significant impact only on satisfaction and has no impact on variables like store image and loyalty.

Online publication date: Mon, 14-Dec-2020

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