Análise entre imagem da loja e satisfação do cliente em lojas varejistas transnacionais no setor de autosserviço
DOI:
https://doi.org/10.18046/j.estger.2021.161.4293Palavras-chave:
imagem da loja, satisfação do cliente, preço, qualidade do serviço, lojas varejistasResumo
O objetivo da pesquisa foi identificar se a qualidade do serviço e o preço estão relacionados positivamente com a imagem da loja e, estes, por sua vez, com a satisfação do cliente em lojas de varejo transnacionais no setor de autosserviço. Para isso, foi realizada uma pesquisa quantitativa, não experimental, transversal, onde foram aplicados 275 questionários. Utilizou-se o método dos mínimos quadrados parciais para provar as hipóteses e estimar os modelos de rota. Os resultados mostram que a qualidade do serviço ajuda a obter uma imagem positiva da loja. No entanto, se observados apenas na relação preço-satisfação do cliente, o preço, por si só, é significativo para sua satisfação.
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