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.

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