The Moderating Effect of Customer Trust on the Interaction between Strategic Innovation and Business Outcomes of Selected Online Retail Stores in Lagos State, Nigeria
DOI:
https://doi.org/10.53819/81018102t4050Abstract
Business outcomes are fundamental to business continuity. Given the contributions that online retail stores have made in most developing and developed countries of the world by reducing buyers' stress, saving shoppers' time, and increasing sales and profits faster compared to traditional stores. However, the online retail stores' business outcomes are challenged by low management satisfaction, a decline in market size, market share, reduced competitiveness, and a reduced survival rate, which are probably due to the inadequate application of strategic innovation. Hence this study examined the moderating effect of customer trust on the interaction between strategic innovation and business outcomes of selected online retail stores in Lagos State, Nigeria. Survey research design was adopted. The population was 325 management and technical staff of six selected online retail stores in Lagos State, Nigeria. Total remuneration method was adopted and a sample size of 298 was found usable. A multistage sampling technique was adopted. A structured and validated questionnaire was adopted for data collection. Cronbach’s alpha reliability coefficients for the constructs ranged from 0.662 to 0.922. The response rate was 91.6%. Data were analysed using descriptive and inferential (multiple and hierarchical regression) statistics. Findings revealed that the effect of strategic innovation on business outcomes of the selected online retail stores in Lagos State, Nigeria was moderated by customer trust (β = -0.504, ΔR2 = 0.003, ΔF = 21.527, p = .000). The study concluded that strategic innovation dimensions affect the business outcome of the selected online retail stores in Lagos State, Nigeria. The study recommended that Online Retail Stores owners and managers should practice strategic innovation as well as promote customer trust so as to ultimately increase their business outcomes and achieve sustained market leadership.
Keywords: Strategic innovation, Technological resources, Process innovation, Customer trust, Business outcomes.
References
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AlQershi, N., Abas, Z. B., & Mokhtar, S. S. M. (2019). The mediating effect of human capital on the relationship between strategic innovation and the performance of manufacturing SMEs in Yemen. Organizations and Markets in Emerging Economies, 10(1), 57-77.
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Chigozie, M. P., Aga, C. C., & Onyia, E. (2018). Effect of human capital development in organizational performance in manufacturing industries in South-East Nigeria. International Journal of Academic Research in Economics and Management Sciences, 7(3), 60–78.
Cho, Y. H., Choi, H., Shin, J., Yu, H. C., Kim, Y. K., & Kim, J. Y. (2015). Review of research on online learning environments in higher education. Procedia-Social and Behavioral Sciences, 191, 2012-2017.
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Dionisio, M. A. (2017). Strategic thinking: The role in successful management. Journal of Management Research, 9(4), 44-57.
Dogan, E. (2017). A strategic approach to innovation. Journal of Management, Marketing and Logistics, 4(3), 290-300.
Duarte Ortigueira, M., & Tenreiro Machado, J. (2019). Fractional derivatives: The perspective of system theory. Mathematics, 7(2), 150.
Dunlop, A. (1958). Dunlop’s system theory. Dunlop’s System Model of Industrial Relations. 1-20.
Etzkowitz, H., & Ranga, M. (2015). Triple helix systems: an analytical framework for innovation policy and practice in the knowledge society. Industry and Higher Education 27 (4): 237-262.
Fajana, S. (2000). Functioning of the Nigerian labour market. Labofin.
Filatotchev, I., Ireland, R. D., & Stahl, G. K. (2021). Contextualizing management research: An open systems perspective. Journal of Management Studies. 35(1), 9-24.
Gemser, G., & Leenders, M. A. (2015). How integrating industrial design in the product development process impacts on company performance. Journal of Product Innovation Management, 18(1), 28-38.
Glaveli, N. (2020). Corporate social responsibility toward stakeholders and customer loyalty: investigating the roles of trust and customer identification with the company. Social Responsibility Journal, 17 (3), 367-383.
Haghighi, M., Dorosti, A., Rahnama, A., & Hoseinpour, A. (2012). Evaluation of factors affecting customer loyalty in restaurant industry. Africa Journal Business Management, 6(14), 5039–5046.
Halbesleben, J. R., Neveu, J. P., Paustian-Underdahl, S. C., & Westman, M. (2014). Getting to the “COR” understanding the role of resources in conservation of resources theory. Journal of management, 40(5), 1334-1364.
Hilal, M. (2015). Technological transition of banks for development: New information and communication technology and its impact on the banking sector in Lebanon. International Journal of Economics and Finance, 7(5), 186 - 200.
Ibrahim, M., & Yusheng, K. (2020). Service Innovation and Organisational Performance: Mediating Role of Customer Satisfaction. International Journal of Management & Entrepreneurship Research, 2(3), 97-108.
Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2018). Co-creation: A key link between corporate social responsibility, Customer trust, and customer loyalty. Journal of Business Ethics, 163(1), 1-16.
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Issock, P. B. I., Roberts-Lombard, M., & Mpinganjira, M. (2020). The importance of customer trust for social marketing interventions: a case of energy-efficiency consumption. Journal of Social Marketing.
Jayeoba, F. I., Ayantunji, O. I., & Sholesi, O. Y. (2013). A critique of the systems theory of JT Dunlop. International Journal of Academic Research in Economics and Management Sciences, 2(2), 97.
Jones, K., & Leonard, L. N. (2008). Trust in consumer-to-consumer electronic commerce. Information & management, 45(2), 88-95.
Kamukama, N., & Sulait, T. (2017). Intellectual capital and competitive advantage in Uganda’s microfinance industry. African Journal of Economic and Management Studies. 8(1), 498-514.
Kast, F. E., & Rosenzweig, J. E. (1972). General systems theory: Applications for organization and management. Academy of management journal, 15(4), 447-465.
Kataria, S. (2013). Strategic innovation: A review and a theoretical framework. Graduating Thesis, University of Twente. 1-57.
Lewis, P. (2019). What are business outcomes? Alithya.
Margherita, A., & Heikkila, M. (2021). Business continuity in the COVID-19 emergency: A framework of actions undertaken by world-leading companies. Business horizons, 64(5), 683-695.
Marinkovic, V., & Kalinic, Z. (2017). Antecedents of customer satisfaction in mobile commerce: Exploring the moderating effect of customization. Online Information Review, 41(2), 138-154.
Minta, Y. (2018). Link between satisfaction and customer loyalty in the insurance industry: Moderating effect of trust and commitment. Journal of Marketing Management, 6(2), 25-33.
Mpinganjira, M. (2015). Online store service convenience, customer satisfaction and behavioural intentions: A focus on utilitarian oriented shoppers. Journal of Economics and Behavioral Studies, AMH International, 7(1), 36-49.
Mpinganjira, M. (2020). The importance of customer trust for social marketing interventions: a case of energy-efficiency consumption. Journal of Social Marketing, 10(2), 265-286.
Ms, I. G. W., Kusmaningtyas, A., & MSi, S. R. the effect of service quality, employee trust on customer satisfaction and customer loyalty using positive emotion as moderating variable for the customer of Coffee Shop In Surabaya And Gresik. International Journal of Business, Economics and Law, 23(1), 151-160.
Muharam, H., Chaniago, H., Endraria, E., & Harun, A. B. (2021). E-service quality, customer trust and satisfaction: market place consumer loyalty analysis. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(2), 237-254.
Nielsen, K., Nielsen, M. B., Ogbonnaya, C., Kansala, M., Saari, E., & Isaksson, K. (2017). Workplace resources to improve both employee well-being and performance: A systematic review and meta-analysis. Work & Stress, 31(2), 101-120.
Nybakk, E., & Jenssen, J. I. (2012). Innovation strategy, working climate, and financial performance in traditional manufacturing firms: An empirical analysis. International Journal of innovation management, 16(02), 1-26.
Odor, H. O. (2018). Organisational culture and dynamics. Global Journal of Management and Business Research. 18(1), 2249-4588.
Ogunbameru, O. A. (2004). Personality Dimension to Cultism in Nigerian Tertiary Institutions: A Sociobiological Perspective. Journal of Human Ecology, 16(2), 91-98.
Oh, C., Cho, Y., & Kim, W. (2015). The effect of a firm's strategic innovation decisions on its market performance. Technology Analysis & Strategic Management, 27(1), 39-53.
Olum, Y. (2004). Modern management theories and practices. Uganda: Makerere University.Page Academy (2021).
Pesurnay, A. J. (2018, July). Local wisdom in a new paradigm: Applying system theory to the study of local culture in Indonesia. In IOP Conference Series: Earth and Environmental Science. 175(1), 12-37.
Ruben, B. D. (2018). General system theory. In Interdisciplinary approaches to human communication. Routledge. 1(1), 95-118.
Scott, R. F. (1981). Foundation analysis (No. 04; TA775, S2.).
Shahzad, F., Luqman, R. A., Khan, A. R., & Shabbir, L. (2012). Impact of organizational culture on organizational performance: An overview. Interdisciplinary journal of contemporary research in business, 3(9), 975-985.
Sharma, A., Pilli, E. S., Mazumdar, A. P., & Gera, P. (2020). Towards trustworthy Internet of Things: A survey on Trust Management applications and schemes. Computer Communications, 160, 475-493.
Stathopoulou, A., & Balabanis, G. (2016). The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high-and low-end fashion retailers. Journal of Business Research, 69(12), 5801-5808.
Statista Survey. (2021). Mobile POS Payments, Malaysia. Available on: https://www.statista.com/outlook/331/122/mobile-pos-payments/malaysia.
Truong, N., Dang-Pham, D., McClelland, R., & Nkhoma, M. (2020). Exploring the Impact of Innovativeness of Hospitality Service Operation on Customer Satisfaction. Operations and Supply Chain Management: An International Journal, 13(3), 307-319.
Ugbomhe, U. O., Peter, I., & Abara, I. A. (2018). Effect of Business Research on the Survival of Business Organisations in Nigeria: A Diagnostic Analysis. International Journal of Public Administration and Management Research, 4(4), 23-39.
Urban, G. L., Sultan, F., & Qualls, W. J. (2014). Placing trust at the center of your Internet strategy. Sloan Management Review, 42(1), 39-48.
Vatanasombut, B., Igbaria, M., Stylianou, A. C., & Rodgers, W. (2017). Information systems continuance intention of web-based applications customers: The case of online banking. Information & management, 45(7), 419-428.
Vidotto, J. D. F., Ferenhof, H. A., Selig, P. M., & Bastos, R. C. (2017). A human capital measurement scale. Journal of Intellectual Capital.18 (2), 316-329.
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Witjara, E., Herwany, A., & Santosa, S. P. (2019). The influence of industry environment and company asset on strategic innovation and the implication on business valuation of digital industry in Indonesia. Sustainable Collaboration in Business, Technology, Information and Innovation (Scbtii).
Yaseen, S. G., Dajani, D., & Hasan, Y. (2016). The impact of intellectual capital on the competitive advantage: Applied study in Jordanian Telecommunication Companies. Computers in Human Behavior, 62(1), 168-175.
Zahra, S. A. (1996). Technology strategy and financial performance: Examining the moderating role of the firm's competitive environment. Journal of Business venturing, 11(3), 189-219.
Zaman, U., Nadeem, R. D., & Nawaz, S. (2020). Cross-country evidence on project portfolio success in the Asia-Pacific region: Role of CEO transformational leadership, portfolio governance and strategic innovation orientation. Cogent Business & Management, 7(1), 1727681.
Abdullah, N.S., Alodat, A.Y., Aburumman, O.J., Hoque, A.S.M.M., & Ige, A.J.A. (2019). The effects of enterprise social and environmental responsibility on SME performance: Mediating role of organizational culture. In international postgraduate research conference (2nd IPRC 2019), Universiti Sultan Zainal Abidin (UniSZA), Gong Badak Campus, Kuala Terengganu, Malaysia, December.
Adedeji, I. (2019). Moderating effect of customer satisfaction on the relationship between product quality and customer loyalty among food processing firms in Zaria, Kadunda State, Nigeria. African Journal of Management, 4(4), 15-34.
Agarwal, R. P., Grace, S. R., & O'Regan, D. (2013). Oscillation theory for difference and functional differential equations. Springer Science & Business Media.
Akinwale, Y. O., Adepoju, A. O., & Olomu, M. O. (2017). The impact of technological innovation on SME's profitability in Nigeria. International Journal of Research, Innovation and Commercialisation, 1(1), 74-92.
Akopova, E. S., & Przhedetskaya, N. V. (2016). Imperative of state in the process of establishment of innovational economy in the globalizing world. European Research Studies Journal, 19(2), 79-85.
Alam, M. M. D., Al Karim, R., & Habiba, W. (2021). The relationship between CRM and customer loyalty: the moderating role of customer trust. International Journal of Bank MarketinG, 39 (7), 1248-1272.
Aldrin, N., & Yunanto, K. T. (2019). Job Satisfaction as a mediator for the influence of transformational leadership and organizational culture on organizational citizenship Behavior. The Open Psychology Journal, 12(1).
AlQershi, N. (2021). Strategic thinking, strategic planning, strategic innovation and the performance of SMEs: The mediating role of human capital. Management Science Letters, 11(3), 1003-1012.
AlQershi, N., Abas, Z. B., & Mokhtar, S. S. M. (2019). The mediating effect of human capital on the relationship between strategic innovation and the performance of manufacturing SMEs in Yemen. Organizations and Markets in Emerging Economies, 10(1), 57-77.
AlQershi, N., Al-Rejal, H. A., Busenan, E. F., & Ahmed, A. (2021). Analysing the relationship between green marketing and sustainability: benchmarking Malaysian manufacturing firms. Journal of Management Information and Decision Sciences, 24(1), 1-8.
Amaro, S., & Duarte, P. (2015). An integrative model of consumers' intentions to purchase travel online. Tourism management, 46, 64-79.
Aristyanto, E., Hasan, A. F., & Nanda, A. S. (2019). Pengaruh komitmen dan kepercayaan terhadap kepuasan Nasabah Bank Syariah di Surabaya (The effect of commitment and trust for customer satisfaction Islamic Banking in Surabaya). Perisai: Islamic Banking and Finance Journal, 3(1), 1-18.
Aristyanto, Erwan ; Hasan, Andi Farouq ; Nanda, Aditya Surya (2015). Pengaruh Komitmen dan Kepercayaan terhadap Kepuasan Nasabah Bank Syariah di Surabaya (The Effect of Commitment and Trust for Customer Satisfaction Islamic Banking in Surabaya). Perisai : Islamic Banking and Finance Journal Vol 3, No 1 (2019): May. Publisher: Muhammadiyah University Sidoarjo.
Atalay, M., Anafarta, N., & Sarvan, F. (2013). The relationship between innovation and firm performance: An empirical evidence from Turkish automotive supplier industry. Procedia-social and behavioral sciences, 75, 226-235.
Babbie, E. (2010). Research design. The practice of social research, 12.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Calder, B. J., Malthouse, E. C. & Maslowska, E. (2016). Brand marketing, big data and social innovation as future research directions for engagement. Journal of Marketing Management, 32(5-6), 579-585.
Chigozie, M. P., Aga, C. C., & Onyia, E. (2018). Effect of human capital development in organizational performance in manufacturing industries in South-East Nigeria. International Journal of Academic Research in Economics and Management Sciences, 7(3), 60–78.
Cho, Y. H., Choi, H., Shin, J., Yu, H. C., Kim, Y. K., & Kim, J. Y. (2015). Review of research on online learning environments in higher education. Procedia-Social and Behavioral Sciences, 191, 2012-2017.
Cuillierier, A. (2016). Customer engagement through social media. Helsinki Metropolia University of Applied Sciences. European Business and Administration. Thesis, Unpublished. 1-45.
Dawes, J., Meyer-Waarden, L., & Driesener, C. (2015). Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and the USA. Journal of Business Research, 68(2), 425-432.
Dionisio, M. A. (2017). Strategic thinking: The role in successful management. Journal of Management Research, 9(4), 44-57.
Dogan, E. (2017). A strategic approach to innovation. Journal of Management, Marketing and Logistics, 4(3), 290-300.
Duarte Ortigueira, M., & Tenreiro Machado, J. (2019). Fractional derivatives: The perspective of system theory. Mathematics, 7(2), 150.
Dunlop, A. (1958). Dunlop’s system theory. Dunlop’s System Model of Industrial Relations. 1-20.
Etzkowitz, H., & Ranga, M. (2015). Triple helix systems: an analytical framework for innovation policy and practice in the knowledge society. Industry and Higher Education 27 (4): 237-262.
Fajana, S. (2000). Functioning of the Nigerian labour market. Labofin.
Filatotchev, I., Ireland, R. D., & Stahl, G. K. (2021). Contextualizing management research: An open systems perspective. Journal of Management Studies. 35(1), 9-24.
Gemser, G., & Leenders, M. A. (2015). How integrating industrial design in the product development process impacts on company performance. Journal of Product Innovation Management, 18(1), 28-38.
Glaveli, N. (2020). Corporate social responsibility toward stakeholders and customer loyalty: investigating the roles of trust and customer identification with the company. Social Responsibility Journal, 17 (3), 367-383.
Haghighi, M., Dorosti, A., Rahnama, A., & Hoseinpour, A. (2012). Evaluation of factors affecting customer loyalty in restaurant industry. Africa Journal Business Management, 6(14), 5039–5046.
Halbesleben, J. R., Neveu, J. P., Paustian-Underdahl, S. C., & Westman, M. (2014). Getting to the “COR” understanding the role of resources in conservation of resources theory. Journal of management, 40(5), 1334-1364.
Hilal, M. (2015). Technological transition of banks for development: New information and communication technology and its impact on the banking sector in Lebanon. International Journal of Economics and Finance, 7(5), 186 - 200.
Ibrahim, M., & Yusheng, K. (2020). Service Innovation and Organisational Performance: Mediating Role of Customer Satisfaction. International Journal of Management & Entrepreneurship Research, 2(3), 97-108.
Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2018). Co-creation: A key link between corporate social responsibility, Customer trust, and customer loyalty. Journal of Business Ethics, 163(1), 1-16.
Internet World Stats. (2019). Internet world stats.
Issock, P. B. I., Roberts-Lombard, M., & Mpinganjira, M. (2020). The importance of customer trust for social marketing interventions: a case of energy-efficiency consumption. Journal of Social Marketing.
Jayeoba, F. I., Ayantunji, O. I., & Sholesi, O. Y. (2013). A critique of the systems theory of JT Dunlop. International Journal of Academic Research in Economics and Management Sciences, 2(2), 97.
Jones, K., & Leonard, L. N. (2008). Trust in consumer-to-consumer electronic commerce. Information & management, 45(2), 88-95.
Kamukama, N., & Sulait, T. (2017). Intellectual capital and competitive advantage in Uganda’s microfinance industry. African Journal of Economic and Management Studies. 8(1), 498-514.
Kast, F. E., & Rosenzweig, J. E. (1972). General systems theory: Applications for organization and management. Academy of management journal, 15(4), 447-465.
Kataria, S. (2013). Strategic innovation: A review and a theoretical framework. Graduating Thesis, University of Twente. 1-57.
Lewis, P. (2019). What are business outcomes? Alithya.
Margherita, A., & Heikkila, M. (2021). Business continuity in the COVID-19 emergency: A framework of actions undertaken by world-leading companies. Business horizons, 64(5), 683-695.
Marinkovic, V., & Kalinic, Z. (2017). Antecedents of customer satisfaction in mobile commerce: Exploring the moderating effect of customization. Online Information Review, 41(2), 138-154.
Minta, Y. (2018). Link between satisfaction and customer loyalty in the insurance industry: Moderating effect of trust and commitment. Journal of Marketing Management, 6(2), 25-33.
Mpinganjira, M. (2015). Online store service convenience, customer satisfaction and behavioural intentions: A focus on utilitarian oriented shoppers. Journal of Economics and Behavioral Studies, AMH International, 7(1), 36-49.
Mpinganjira, M. (2020). The importance of customer trust for social marketing interventions: a case of energy-efficiency consumption. Journal of Social Marketing, 10(2), 265-286.
Ms, I. G. W., Kusmaningtyas, A., & MSi, S. R. the effect of service quality, employee trust on customer satisfaction and customer loyalty using positive emotion as moderating variable for the customer of Coffee Shop In Surabaya And Gresik. International Journal of Business, Economics and Law, 23(1), 151-160.
Muharam, H., Chaniago, H., Endraria, E., & Harun, A. B. (2021). E-service quality, customer trust and satisfaction: market place consumer loyalty analysis. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(2), 237-254.
Nielsen, K., Nielsen, M. B., Ogbonnaya, C., Kansala, M., Saari, E., & Isaksson, K. (2017). Workplace resources to improve both employee well-being and performance: A systematic review and meta-analysis. Work & Stress, 31(2), 101-120.
Nybakk, E., & Jenssen, J. I. (2012). Innovation strategy, working climate, and financial performance in traditional manufacturing firms: An empirical analysis. International Journal of innovation management, 16(02), 1-26.
Odor, H. O. (2018). Organisational culture and dynamics. Global Journal of Management and Business Research. 18(1), 2249-4588.
Ogunbameru, O. A. (2004). Personality Dimension to Cultism in Nigerian Tertiary Institutions: A Sociobiological Perspective. Journal of Human Ecology, 16(2), 91-98.
Oh, C., Cho, Y., & Kim, W. (2015). The effect of a firm's strategic innovation decisions on its market performance. Technology Analysis & Strategic Management, 27(1), 39-53.
Olum, Y. (2004). Modern management theories and practices. Uganda: Makerere University.Page Academy (2021).
Pesurnay, A. J. (2018, July). Local wisdom in a new paradigm: Applying system theory to the study of local culture in Indonesia. In IOP Conference Series: Earth and Environmental Science. 175(1), 12-37.
Ruben, B. D. (2018). General system theory. In Interdisciplinary approaches to human communication. Routledge. 1(1), 95-118.
Scott, R. F. (1981). Foundation analysis (No. 04; TA775, S2.).
Shahzad, F., Luqman, R. A., Khan, A. R., & Shabbir, L. (2012). Impact of organizational culture on organizational performance: An overview. Interdisciplinary journal of contemporary research in business, 3(9), 975-985.
Sharma, A., Pilli, E. S., Mazumdar, A. P., & Gera, P. (2020). Towards trustworthy Internet of Things: A survey on Trust Management applications and schemes. Computer Communications, 160, 475-493.
Stathopoulou, A., & Balabanis, G. (2016). The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high-and low-end fashion retailers. Journal of Business Research, 69(12), 5801-5808.
Statista Survey. (2021). Mobile POS Payments, Malaysia. Available on: https://www.statista.com/outlook/331/122/mobile-pos-payments/malaysia.
Truong, N., Dang-Pham, D., McClelland, R., & Nkhoma, M. (2020). Exploring the Impact of Innovativeness of Hospitality Service Operation on Customer Satisfaction. Operations and Supply Chain Management: An International Journal, 13(3), 307-319.
Ugbomhe, U. O., Peter, I., & Abara, I. A. (2018). Effect of Business Research on the Survival of Business Organisations in Nigeria: A Diagnostic Analysis. International Journal of Public Administration and Management Research, 4(4), 23-39.
Urban, G. L., Sultan, F., & Qualls, W. J. (2014). Placing trust at the center of your Internet strategy. Sloan Management Review, 42(1), 39-48.
Vatanasombut, B., Igbaria, M., Stylianou, A. C., & Rodgers, W. (2017). Information systems continuance intention of web-based applications customers: The case of online banking. Information & management, 45(7), 419-428.
Vidotto, J. D. F., Ferenhof, H. A., Selig, P. M., & Bastos, R. C. (2017). A human capital measurement scale. Journal of Intellectual Capital.18 (2), 316-329.
Von Bertalanffy, L. (1928). The history and status of general systems theory. Academy of management journal, 15(4), 407-426.
Witjara, E., Herwany, A., & Santosa, S. P. (2019). The influence of industry environment and company asset on strategic innovation and the implication on business valuation of digital industry in Indonesia. Sustainable Collaboration in Business, Technology, Information and Innovation (Scbtii).
Yaseen, S. G., Dajani, D., & Hasan, Y. (2016). The impact of intellectual capital on the competitive advantage: Applied study in Jordanian Telecommunication Companies. Computers in Human Behavior, 62(1), 168-175.
Zahra, S. A. (1996). Technology strategy and financial performance: Examining the moderating role of the firm's competitive environment. Journal of Business venturing, 11(3), 189-219.
Zaman, U., Nadeem, R. D., & Nawaz, S. (2020). Cross-country evidence on project portfolio success in the Asia-Pacific region: Role of CEO transformational leadership, portfolio governance and strategic innovation orientation. Cogent Business & Management, 7(1), 1727681.
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2022-06-09
How to Cite
Durugbo, C. M., Egwuonwu, T. K., Egwakhe, A. J. ., & Ajike, E. O. (2022). The Moderating Effect of Customer Trust on the Interaction between Strategic Innovation and Business Outcomes of Selected Online Retail Stores in Lagos State, Nigeria. Journal of Strategic Management, 6(3), 71–87. https://doi.org/10.53819/81018102t4050
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