EXAMINE THE IMPACT OF MARKETING, TECHNOLOGICAL INNOVATION, STORE IMAGE, AND CONSUMER VALUE ON WORD OF MOUTH IN PAKISTAN RETAIL SECTOR: MEDIATING ROLE OF CUSTOMER SATISFACTION
DOI:
https://doi.org/10.52567/pjsr.v3i3.595Abstract
The current study examines the impact of marketing innovation, technological innovation, store image, and consumer value on the word-of-mouth behavior of customers through customer satisfaction as a mediator. The population is comprised of the Pakistani retail sector located in the Sahiwal district, Punjab. The data were collected through a close-ended questionnaire using a five-point Likert scale to gauge the items of all variables. The random sampling technique was used. Two hundred fourteen complete responses were gathered and further analyzed through partial least square structural equation modeling (PLS-SEM) using SmartPLS software 4.0. The results revealed that marketing innovation, technological innovation, and consumer value significantly impact customer satisfaction, while store image was found insignificant due to the developing country context. The findings present guidelines for marketers to understand the vital importance of innovation in local retailing and improve the word-of-mouth behavior of the customer.
Keywords: marketing innovation, technological innovation, store image, consumer value, word-of-mouth behavior, retailing, developing economy.
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