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Lookup NU author(s): Professor Suraksha Gupta
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
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.
Author(s): Foroudi P, Jin Z, Gupta S, Melewar TC, Foroudi M
Publication type: Article
Publication status: Published
Journal: Journal of Business Research
Year: 2016
Volume: 69
Issue: 11
Pages: 4882-4889
Print publication date: 01/11/2016
Online publication date: 11/05/2016
Acceptance date: 01/04/2016
Date deposited: 09/07/2017
ISSN (print): 0148-2963
ISSN (electronic): 1873-7978
Publisher: Elsevier Inc.
URL: https://doi.org/10.1016/j.jbusres.2016.04.047
DOI: 10.1016/j.jbusres.2016.04.047
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