Abstract

As a consequence of advances in the digitisation process and increased consumer awareness of social, economic and environmental issues, more and more companies are embarking on innovative and sustainable initiatives in response to these new demands. However, given the nature and scope of these practices, research in this direction has not reported clarifying results to date, especially when pursuing a marketing approach to their analysis. Through this research, it is intended to test a model that makes it possible to analyse the effect of innovative and sustainable actions on retail and explain their contribution to customer satisfaction. To do this, this research is based on those studies stating that the progress in retailing is based on two main pillars: innovation and sustainability. From a sample of 510 customers across three retail business formats, empirical evidence has been obtained that both innovation and sustainability drive customer satisfaction, but in a different way according to gender, evidencing the moderating nature of this last variable when explaining satisfaction. In this way, the study highlights that the path to achieving satisfaction in retail trade requires the promotion of both innovative (product, marketing and relational innovation) and sustainable (environmental, social and economic) practices, especially in the case of women.

摘要

随着数字化进程的进步以及消费者对社会、经济和环境问题意识的提高，越来越多的公司开始着手创新和可持续的举措来应对这些新需求。然而，鉴于这些实践的性质和范围，迄今为止，该方向的研究尚未报告明确的结果，尤其是在采用营销方法对其分析进行分析时。通过这项研究，旨在测试一个模型，该模型可以分析创新和可持续行动对零售业的影响，并解释其对客户满意度的贡献。为此，本研究基于那些指出零售业的进步基于两个主要支柱的研究：创新和可持续性。从三种零售业态的 510 名客户样本中获得的经验证据表明，创新和可持续发展都能推动客户满意度，但因性别而异，这证明了最后一个变量在解释满意度时具有调节性质。通过这种方式，该研究强调要在零售贸易中实现满意度需要促进创新（产品、营销和关系创新）和可持续（环境、社会和经济）实践，尤其是对女性而言。