Perception of quality and familiarity in the retail service environment, and its impact on patronage intention

Authors

  • Flávio Bizarrias Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil)
  • Cintia Rosa dos Santos Instituto Federal de Educação, Ciência e Tecnologia de São Paulo - IFSP Câmpus Caraguatatuba, (Brasil)
  • Marlette Cassia Oliveira Ferreira Instituto Federal de Educação, Ciência e Tecnologia de São Paulo - IFSP Câmpus Caraguatatuba, (Brasil)
  • Jussara da Silva Teixeira Cucato Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil)
  • Jussara Goulart da Silva Universidade Federal de Uberlândia – UFU, Minas Gerais, (Brasil)

DOI:

https://doi.org/10.53946/rmrreview.v4i1.44

Keywords:

Patronage intention, Services quality, Consumer behavior, Retailing, Satisfaction

Abstract

Objective of the study - The aim of this study is to investigate the mediating role of perceived quality and service satisfaction on the relationship between brand familiarity and patronage intention towards retail stores.

Methodology/approach - Through a survey of 400 respondents, this study employed structural equation modeling and mediation tests to test the direct and conditional hypotheses.

Findings- Perceived service quality acts as an important mediator in the link between familiarity and patronage intention. Satisfaction is also a mediator, but perceived quality is more important. In addition, consumer response to patronage intention is stronger when influenced by satisfaction than directly by perceived quality

Theoretical/methodological contributions - The study advances knowledge about quality in services, as a mediating mechanism for familiarity and impacts on favorable consumer responses.

Relevance/originality - The study is a pioneer in proposing the relationship between familiarity and quality in services.

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Author Biographies

Flávio Bizarrias, Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil)

Doutor em Administração pela Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil). Professor Titular na Escola Superior de Propaganda e Marketing - ESPM, São Paulo.

Cintia Rosa dos Santos, Instituto Federal de Educação, Ciência e Tecnologia de São Paulo - IFSP Câmpus Caraguatatuba, (Brasil)

Barachelado em Direito pelo Centro Universitário Módulo, Caraguatatuba, São Paulo, (Brasil).

Marlette Cassia Oliveira Ferreira, Instituto Federal de Educação, Ciência e Tecnologia de São Paulo - IFSP Câmpus Caraguatatuba, (Brasil)

Doutora em Administração pela Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil). Docente efetiva no Instituto Federal de Educação, Ciência e Tecnologia de São Paulo - Caraguatatuba

Jussara da Silva Teixeira Cucato, Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil)

Doutora em Administração pela Escola Superior de Propaganda e Marketing – ESPM, São Paulo, (Brasil). Professora e pesquisadora na Universidade Nove de Julho - UNINOVE, São Paulo.

Jussara Goulart da Silva, Universidade Federal de Uberlândia – UFU, Minas Gerais, (Brasil)

Doutora em Administração pela pela Universidade Nove de Julho - UNINOVE. Coordenadora e professora da Universidade Federal de Uberlândia  - UFU, Minas Gerais.

References

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Published

2022-11-08 — Updated on 2023-11-08

Versions

How to Cite

Bizarrias, F., Santos, C. R. dos, Ferreira, M. C. O. ., Cucato, J. da S. T., & Silva, J. G. da . (2023). Perception of quality and familiarity in the retail service environment, and its impact on patronage intention. Retail Management Review, 4(1), e44. https://doi.org/10.53946/rmrreview.v4i1.44 (Original work published November 8, 2022)

Issue

Vol. 4 No. 1 (2024): Fluxo contínuo (JAN/DEZ)

Section

Comportamento do consumidor no cenário varejista

License

Copyright (c) 2024 Flávio Bizarrias, Cintia Rosa dos Santos, Marlette Cassia Oliveira Ferreira, Jussara da Silva Teixeira Cucato, Jussara Goulart da Silva

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