دانلود رایگان مقاله تاثیر قابلیت نوآوری و تجربه مشتری در مورد اعتبار و وفاداری

abstract

This research applies complexity theory to understand the effect of innovation capability and customer experience on reputation and loyalty. This study investigates the contribution of consumer demographics to such relationships. To this end, this article recognizes effective and intellectual experiences as the key elements of customer experience and proposes a conceptual framework with research propositions. To examine the research propositions, this study employs confirmatory factor analysis (CFA) and fuzzy set qualitative comparative analysis (fsQCA), using a sample of 606 consumers of international retail brands. The findings contribute to the literature on innovation, customer, and brand management. In addition, the results also provide guidelines for managers to create customer value in the retail environment through technical innovation capability (new services, service operations, and technology) and non-technical innovation capability (management, sales, and marketing). Furthermore, this article reflects on the link between the consumer shopping experience and firm reputation and loyalty.

6. Discussion, implications, and conclusion

This study aims to contribute to the marketing literature by untangling the associations among customer demographics, customer experience, innovation capability, reputation, and loyalty. Drawing from complexity theory, this study proposes three propositions. First, in retail environments, not the individual customer factor, but complex demographics configurations influence the prediction of customer loyalty and reputation. The findings support such a proposition and provide a number of recipes with different combinations of age, education, occupation, and gender that predict high scores on customer loyalty and reputation. Second, this study suggests that both technical innovation capability and non-technical innovation capability modifies the effect of complex demographics on loyalty and reputation. The evident role of innovation capability is of particular interest, as the results illustrate in nine solutions to predict high scores in customer loyalty and reputation. The third interesting result of this study is that both affective customer experience and intellectual customer experience in a retail setting modifies the effect of complex demographics on loyalty (13 solutions) and reputation (11 solutions). The results confirm the signifi- cance of affective and intellectual customer experience in the shopping setting, which the literature has previously identified (e.g., Dennis et al., 2014). Consequently, this study develops a conceptual model that serves as the basis to recognize the aforementioned configurations.