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Vol. 12. Núm. 38.
Páginas 7-35 (Marzo 2009)
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Vol. 12. Núm. 38.
Páginas 7-35 (Marzo 2009)
DOI: 10.1016/S1138-5758(09)70028-3
Open Access
La influencia de la propensión a innovar del gestor en la implantación de programas de fidelización de clientes en el pequeño comercio
The influence of managers’ innovativeness on the implementation of loyalty programs in the small retailing sector
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Ignacio Rodríguez-del-Bosque Rodríguez
, Ángel Herrero Crespo**, M.a del Mar García-de-los-Salmones Sánchez**
* Datos de contacto: Ignacio Rodríguez-del-Bosque Rodríguez. Catedrático de Comercialización e Investigación de Mercados. Universidad de Cantabria. Departamento de Administración de Empresas. Facultad de Ciencias Económicas y Empresariales. Avda. de los Castros, s/n, 39005, Santander. Tfno: 942 20 16 38. Fax: 942 20 18 90
** Universidad de Cantabria
Información del artículo
Resumen

Este trabajo examina los factores que condicionan la implantación de programas de fidelización de clientes en el pequeño comercio detallista, con especial atención a la influencia de la propensión a innovar. En particular, se define una extensión del Modelo de Aceptación de Tecnología que incorpora la propensión a innovar del decisor en el ámbito de las nuevas tecnologías como variable explicativa de la implantación de programas de fidelización. Los resultados obtenidos ponen de manifiesto que esta variable ejerce una influencia indirecta en la implantación de este tipo de sistemas, a través de su efecto sobre los atributos percibidos en el mismo (utilidad y facilidad de uso). Asimismo, se observa que en los negocios detallistas unipersonales la intención de implantación de programas de fidelización únicamente está determinada por la facilidad de gestión percibida, mientras que en las microempresas minoristas resulta también relevante la utilidad que se atribuye para el negocio.

Palabras clave:
Propensión a innovar
programa de fidelización
pequeño comercio
Modelo de Aceptación de Tecnología.
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.

Keywords:
Innovativeness
loyalty programs
small retailers
Technology Acceptance Model.
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