La relación entre la imagen del vestuario del varejo y la lealtad de los consumidores de la generación Y
DOI:
https://doi.org/10.19094/contextus.v16i1.1061Palabras clave:
Imagen de la tienda. Lealtad. Varejo. Modelo conceptual de la imagen de la tienda. Generación Y.Resumen
La Generación Y es representada por adolescentes y jóvenes adultos nacidos entre 1980 y 2000. Es una generación de consumidores con gran poder económico, con una capacidad estimada de compra anual de 200 mil millones de dólares. En este escenario, el objetivo de esta investigación es identificar la relación entre las dimensiones de la imagen del vestuario y la lealtad de los consumidores de la generación Y. El marco propuesto fue basado en la revisión de la literatura en relación a la imagen de la tienda y a la lealtad. La investigación es del tipo survey, aplicada a 394 consumidores de la generación Y. Los resultados apuntan que la imagen de la tienda tiene impacto en la lealtad. Entre las dimensiones que más explican la imagen de tienda, se destacaron las de servicio, mezcla de productos (mercancías) y la atmósfera de la tienda.
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