Abstract
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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.