A relação entre a imagem do varejo de vestuário e a lealdade dos consumidores da geração Y
DOI:
https://doi.org/10.19094/contextus.v16i1.1061Palavras-chave:
Imagem de Loja. Lealdade. Varejo. Modelo conceitual da imagem de loja. Geração Y.Resumo
A geração Y é representada por adolescentes e jovens adultos nascidos entre 1980 e 2000. É uma geração de consumidores com grande poder econômico, com capacidade estimada de compra anual de 200 bilhões de dólares. Nesse cenário, o objetivo desta pesquisa é identificar a relação entre as dimensões da imagem de varejo de vestuário e a lealdade dos consumidores da geração Y. O framework proposto baseou-se na revisão bibliográfica sobre imagem de loja e lealdade. A pesquisa é do tipo survey, com 394 consumidores da geração Y. Os resultados apontam que a imagem de loja tem impacto sobre a dimensão da lealdade. Dentre as dimensões que mais explicam a imagem de loja, destacaram-se as de serviços, mix de produtos (mercadorias) e atmosfera da loja.
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