A relação entre a imagem do varejo de vestuário e a lealdade dos consumidores da geração Y

Autores

  • Deonir De Toni Universidade de Caxias do Sul
  • Virginia Dal Ponte Universidade de Caxias do Sul
  • Ana Paula Graciola Universidade de Caxias do Sul
  • Gabriel Sperandio Milan Universidade de Caxias do Sul

DOI:

https://doi.org/10.19094/contextus.v16i1.1061

Palavras-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.

Biografia do Autor

Deonir De Toni, Universidade de Caxias do Sul

Pós-Graduação em Administração - Estratégias e Operações

Virginia Dal Ponte, Universidade de Caxias do Sul

Pós-Graduação em Administração - Estratégias e Operações

Ana Paula Graciola, Universidade de Caxias do Sul

Pós-Graduação em Administração - Estratégias e Operações

Gabriel Sperandio Milan, Universidade de Caxias do Sul

Pós-Graduação em Administração - Estratégias e Operações

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Publicado

2018-03-22

Como Citar

De Toni, D., Dal Ponte, V., Graciola, A. P., & Milan, G. S. (2018). A relação entre a imagem do varejo de vestuário e a lealdade dos consumidores da geração Y. Contextus – Revista Contemporânea De Economia E Gestão, 16(1), 182–209. https://doi.org/10.19094/contextus.v16i1.1061

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