Palabras clave
Imagem estável
Qualidade da experiência
Preferência do local de compras
Cómo citar
Resumen
Objetivo do Trabalho: O presente artigo visa compreender como que a imagem estável da região e a qualidade da experiência do cliente influenciam a preferência do local de compras de aglomerados varejistas de rua por meio de uma pesquisa com moradores, clientes e trabalhadores de um bairro comercial de uma cidade brasileira.
Metodologia: Este estudo se trata de uma pesquisa quantitativa, descritiva, a partir da aplicação de uma pesquisa do tipo survey, utilizando dados primários. A coleta de dados foi feita por meio de um questionário online, que foi distribuído para todos os indivíduos registrados na base de dados de uma universidade federal brasileira. Foi utilizada a Modelagem por equações estruturais, lançando mão do software SmartPLS 4.
Originalidade: O estudo traz novos construídos para a relação de aglomerados varejistas de rua e preferência pelo local de compras, sendo a Imagem estável da região e Qualidade da experiência do cliente; um caminho que pode ajudar a construir e entender a dinâmica do branding e marketing do local, questões ainda pouco exploradas.
Principais Resultados: Resultados obtidos via modelos de equações estruturais mostram que tanto a imagem regional quanto a qualidade da experiência do cliente mede o impacto dos componentes do aglomerado varejista (ou seja, atmosfera de loja e mix de varejistas) na preferência do local de compras nesse local . Além disso, denota-se que uma imagem estável regional positiva potencializa a experiência do consumidor e aumenta sua probabilidade de tornar esse local de compras como sua opção preferida, ou seja, evidencia-se uma relação de mediação seriada no impacto dos elementos do varejo no varejo. grau de atratividade de um aglomerado varejista de bairro.
Contribuições Teóricas: A pesquisa contribui para a teoria dos aglomerados varejistas de rua, tendo que a discussão se estende a um nível mais complexo e elevado ao trazer aspectos que evidenciam a imagem de um local como sendo essencial à sobrevivência do varejo, o que traz também Evidências que são apresentadas com a discussão de marketing de lugar e place branding.
Citas
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Derechos de autor 2024 Thiago de Andrade Guedes, Marcelo Moll Brandão, Celio Roberto de Oliveira Filho, Arthur França Sarcinelli