Purpose

Innovation and sustainability are two key factors for retailers seeking a competitive advantage. However, the way in which the joint effect of both of these variables impacts consumer satisfaction is still unknown. To address this gap, based on the concept of sustainability-oriented service innovation (SOSI), the authors introduce a new construct named sustainability-oriented commerce innovation (SOCI) in the context of the retail sector.

Design/methodology/approach

The relationships between the variables defined in this research were examined using a structural equations model for 510 customers of grocery retail establishments.

Findings

The authors find support for a direct positive impact of SOCI on customer satisfaction and an indirect impact through store equity. These chained effects are modified according to the client participation in the development of sustainable and innovative initiatives.

Originality/value

This research analyses the joint effect of innovation and sustainability in the retail context by introducing a new concept – SOCI – and a scale for its measurement whose psychometric properties are validated.

中文翻译：

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以可持续发展为导向的商业创新：它如何影响消费者满意度？

目的

创新和可持续发展是零售商寻求竞争优势的两个关键因素。然而，这两个变量的联合效应如何影响消费者满意度仍然未知。为了解决这一差距，基于可持续发展导向的服务创新（SOSI）概念，作者在零售领域引入了一种名为可持续发展导向的商业创新（SOCI）的新概念。

设计/方法论/途径

使用结构方程模型对 510 名杂货零售店顾客进行了检查，研究了本研究中定义的变量之间的关系。

发现

作者发现，SOCI 对客户满意度有直接的积极影响，并通过商店资产产生间接影响。这些连锁效应会根据客户参与可持续和创新举措的制定而改变。

原创性/价值

这项研究通过引入新概念 SOCI 及其心理测量特性得到验证的测量量表，分析了零售环境中创新和可持续发展的共同影响。