Perception of quality and familiarity in the retail service environment, and its impact on patronage intention
DOI:
https://doi.org/10.53946/rmrreview.v4i1.44Keywords:
Patronage intention, Services quality, Consumer behavior, Retailing, SatisfactionAbstract
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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- 2023-11-08 (2)
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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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