Efectos de la innovación en marketing sobre valor percibido y engagement del consumidor en restaurantes de una operadora en Ciudad de México

• Autores: Dámaris Roxana Chávez Maza, Judith Cavazos-Arroyo
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 69, Nº. 2 (Especial Mercadotecnia), 2024, págs. 46-67
• Idioma: español
• Títulos paralelos:
  • The effects of marketing innovation on perceived value and consumer engagement in a restaurant operator in Mexico City
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 1 Cita
• Resumen
  • español

    La innovación es un tema relevante para toda organización, innovación en marketing no es la excepción, pues destacan las novedades en las actividades de marketing y su relación con el valor y el engagement, por ello, el objetivo de este artículo es explicar el efecto de la percepción de la Innovación en marketing sobre el Valor percibido y el Engagement del consumidor, así como el efecto del Valor percibido sobre el Engagement de los consumidores en restaurantes de una operadora en Ciudad de México. Se desarrolló una investigación cuantitativa, explicativa y transversal; se aplicaron 384 encuestas electrónicas a comensales, y se utilizó un modelo de ecuaciones estructurales para el análisis. Se comprobó que la Innovación en marketing influye positivamente sobre el Valor percibido y sobre el Engagement del consumidor y que el Valor percibido también afecta positivamente el Engagement del consumidor.

  • English

    Innovation is a relevant issue for any organization, and innovation in marketing is no exception, since it highlights the novelties in marketing activities and their relationship with value and engagement. Therefore, the objective of this article is to explain the effect of the perception of Marketing Innovation on Perceived Value and Consumer Engagement, as well as the effect of Perceived Value on Consumer Engagement in restaurants of an operator in Mexico City. A quantitative, explanatory and cross-sectional research was developed; 384 electronic surveys were applied to diners, and a structural equation model was used for the analysis. It was found that Marketing Innovation positively influences Perceived Value and Consumer Engagement, and that Perceived Value also positively affects Consumer Engagement.

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