Service innovation and employee engagement on marketing performance of retail modern trade in Thailand

Abstract

Groups or chains of businesses prefer modern trade outlets. However, these business chains are affected by various factors that limit their performance. According to the current study, Service innovation and employee management have a significant impact on the marketing performance of retail modern trade in Thailand. Hence, the current study is aimed to determine the role of service innovation and employee engagement on the marketing performance of retail modern tared. It is observed that there is a direct relationship between service innovation, employee engagement, and marketing performance, however, market orientation and consumer service performance mediate the relationship between service innovation, employee engagement, and marketing performance. To obtain the results of the current study, primary data was collected by surveying 370 marketing managers working in various brands, organizations, and companies, in Thailand. Moreover, the collected primary data were analyzed by using statistical software named Partial Least Square (PLS) to achieve the results of the current study. It was concluded that increased value of service innovation and employee engagement results in an increase in the marketing performance of the retail modern trade in Thailand. The current study will help investors, marketing managers, and other brand ambassadors to increase their marketing performance.