Impact of retail industry service innovation and employee engagement on the marketing performance of modern trade in India

Abstract

Modern commerce outlets are typically preferred by conglomerates of enterprises or chains of businesses. However, the performance of these company chains is hindered by a variety of issues that together harm them. According to the findings of the current research, the marketing performance of modern retail trade in India is significantly impacted by both the introduction of new services and the management of employees. As a result, the purpose of this study is to examine the impact that service innovation and staff engagement have on the overall marketing effectiveness of modern retail establishments. However, market orientation and consumer service performance act as mediators of the relationship between service innovation, employee engagement, and marketing performance. It has been observed that there is a direct relationship between service innovation, employee engagement, and marketing performance. The results of the present study were obtained by the collection of primary data through the administration of a survey to 370 marketing managers in India who are employed by a variety of brands, organizations, and businesses.