The Consumer Behavior in different Retail Formats in Brazil
Science Journal of Business and Management
Volume 2, Issue 1, February 2014, Pages: 24-34
Received: Jan. 29, 2014; Published: Feb. 28, 2014
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Sergio Silva Braga Junior, UNESP - Univ. Estadual Paulista, Tupã Campus,São Paulo, Brazil
Evandro Luiz Lopes, University Nine de July, São Paulo, Brazil
Eduardo Guilherme Satolo, UNESP - Univ. Estadual Paulista, Tupã Campus,São Paulo, Brazil
Dirceu da Silva, University Nine de July, São Paulo, Brazil
Sergio Luiz do Amaral Moretti, Superior School of Advertising and Marketing, São Paulo, Brazil
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Research demonstrates the applicability of the RSQ scale within the Brazilian context in different retail formats and compares the consumers´ perceptions for each format. Three surveys comprising 690 consumers from retail shop were performed in different formats (banking service, sports shop and clothes shop) in São Paulo SP Brazil, due to its first ranking within the Brazilian market. Data collection was performed through direct contact with clients. Modeling of structural equations with estimation matrix by partial minimum squares showed that RSQ scale identified the five theoretical factors of perceived quality and made possible the verification of greater and less relevant points in each retail format. High coefficients of determination were underscored in data analyses to determine the factors Personal Interactions and Trust. The Brazilian market is being underscored within the international scenario due to its increasing consumption and rapid recovery after several world economical crises. The analysis of perceived quality of services by Brazilian firms is highly relevant for the understanding of consumers´ profile and for tying strategies of services with consumers´ expectations. Although gaps exist in service quality measuring scales, current analysis used the scale invented by Dabholkar, Thorpe and Rentz (1996) denominated RSQ – Retail Service Quality. The scale presents the required amplitude to measure constructs in all retail sectors, as shown in current investigation. By employing the scale´s criteria, the relevance and originality of current study lies in the identification and comparison of the different qualities perceived by consumers for each retail format analyzed.
Consumer Behavior, Retail Service Quality, Perceived Quality, Retail in Brazil
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Sergio Silva Braga Junior, Evandro Luiz Lopes, Eduardo Guilherme Satolo, Dirceu da Silva, Sergio Luiz do Amaral Moretti, The Consumer Behavior in different Retail Formats in Brazil, Science Journal of Business and Management. Vol. 2, No. 1, 2014, pp. 24-34. doi: 10.11648/j.sjbm.20140201.14
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