DO INNOVATION AND SUSTAINABILITY INFLUENCE CUSTOMER SATISFACTION IN RETAIL? A QUESTION OF GENDER

As a consequence of advances in the digitization process and increased consumer awareness of social, economic, and environmental issues, more and more companies are embarking on innovative and sustainable initiatives in response to these new demands. Through this research, it is intended to test a model that makes it possible to analyze the effect of innovative and sustainable actions on retail and explain their contribution to customer satisfaction

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