Como a imagem da região e a experiência comercial do cliente influenciam a preferência pelo local de compras no cenário de aglomeração varejista de rua

Thiago de Andrade Guedes; Marcelo Moll Brandão; Celio Roberto de Oliveira Filho; Arthur França Sarcinelli

doi:10.53946/rmrreview.v4i1.48

Autores

Thiago de Andrade Guedes Universidade Federal do Espírito Santo - UFES, Espírito Santo, (Brasil)
Marcelo Moll Brandão Universidade Federal do Espírito Santo - UFES, Espírito Santo, (Brasil)
Celio Roberto de Oliveira Filho Universidade Federal do Espírito Santo - UFES, Espírito Santo, (Brasil)
Arthur França Sarcinelli Escola de Administração de Empresas da Fundação Getúlio Vargas - FGV-EAESP, de São Paulo, (Brasil)

DOI:

https://doi.org/10.53946/rmrreview.v4i1.48

Palavras-chave:

Aglomerado varejista de rua, Imagem estável, Qualidade da experiência, Preferência do local de compras

Resumo

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.

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Biografia do Autor

Thiago de Andrade Guedes, Universidade Federal do Espírito Santo - UFES, Espírito Santo, (Brasil)

Doutorando em Administração pela Universidade Federal do Espírito Santo - UFES, Espírito Santo, (Brasil).

Marcelo Moll Brandão, Universidade Federal do Espírito Santo - UFES, Espírito Santo, (Brasil)

Doutor em Administração pela Escola de Administração de Empresas a Fundação Getulio Vargas - EAESP/FGV, São Paulo. Professor colaborador do programa de pós-graduação do curso de contabilidade da Universidade Federal do Espírito Santo - UFES, Espírito Santo, (Brasil)

Celio Roberto de Oliveira Filho, Universidade Federal do Espírito Santo - UFES, Espírito Santo, (Brasil)

Mestrando do Programa de Pós Graduação em Administração (PPGAdm) da Universidade Federal do Espírito Santo - UFES, , Espírito Santo, (Brasil). Bolsista da Fundação de Amparo à Pesquisa e Inovação do Espírito Santo (FAPES), e pós-graduando em MBA em Marketing, Criatividade e Inovação.

Arthur França Sarcinelli, Escola de Administração de Empresas da Fundação Getúlio Vargas - FGV-EAESP, de São Paulo, (Brasil)

Doutorando em Administração pela Escola de Administração de Empresas da Fundação Getúlio Vargas - FGV-EAESP, de São Paulo, (Brasil). Linha de pesquisa Estratégias de Marketing.

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