1. La influencia de la propensión a innovar del gestor en la implantación de programas de fidelización de clientes en el pequeño comercio.
- Author
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Rodríguez, Ignacio Rodríguez-del-Bosque, Crespo, Ángel Herrero, and del Mar García-de-los-Salmones Sánchez, Ma.
- Subjects
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INDUSTRIAL management , *EXECUTIVES' attitudes , *CUSTOMER loyalty programs , *BRAND loyalty , *CONSUMER behavior , *CUSTOMER services , *MARKETING management , *RETAIL industry , *TECHNOLOGICAL innovations - Abstract
This paper analyses the factors that affect the adoption of customer fidelization programs by micro-retailers, paying special attention to the influence exerted by innovativeness. In particular, an extension of Technology Acceptance Model is proposed, adding the managers' personal innovativeness in the field of new technologies as an explanatory variable of the adoption of loyalty programs. The results obtained show off that personal innovativeness exerts an indirect influence in the adoption of these systems by affecting the attributes perceived in them (usefulness and ease of use). Moreover, it is observed that in the case of individual retailers, perceived ease of use/management is the only determinant in the adoption of loyalty programs, while perceived usefulness is also a relevant explanatory factor for the sub-sample of micro-retailers. [ABSTRACT FROM AUTHOR]
- Published
- 2009