Validation of a marketing innovation scale by small and medium-sized restaurant consumers
DOI:
https://doi.org/10.18046/j.estger.2024.172.6607Keywords:
marketing innovation, validation, scale, SME, marketing mixAbstract
Marketing innovation contributes to commercial and organizational success; therefore, it is important to have a scale that measures such construct comprehensively. Hence, this research aimed at developing and validating a scale to measure the perception of marketing innovation from consumers of small and medium-sized restaurants’ point of view. The process was carried out in five stages: design of the instrument, content validity, pilot test and exploratory analysis of the scale (with 52 diners), confirmatory factor analysis (with 286 diners), and verification of the scale through a structural model. Results show a high-order scale with five dimensions: technology, management, market research, competitiveness and marketing mix; and sixteen items.
Downloads
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Estudios Gerenciales
This work is licensed under a Creative Commons Attribution 4.0 International License.
Articles are the sole responsibility of their authors, and will not compromise Icesi’s University principles or policies nor those of the Editorial Board of the journal Estudios Gerenciales. Authors authorize and accept the transfer of all rights to the journal, both for its print and electronic publication. After an article is published, it may be reproduced without previous permission of the author or the journal but the author(s), year, title, volume, number and range of pages of the publication must be mentioned. In addition, Estudios Gerenciales must be mentioned as the source (please, refrain from using Revista Estudios Gerenciales).
How to Cite
