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Interação Consumidor-Funcionário no Varejo de Confecção sob a Perspectiva da Classe Média

DOI: http://dx.doi.org/10.15600/1679-5350/rau.v12n3p73-99

http://www.raunimep.com.br/ojs/index.php/regen/index

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Grisly Steffen1, Marcelo G. Perin2 & Cláudio H. Sampaio3

 

Resumo: O objetivo deste estudo é analisar a influência da qualidade da interação consumidorfuncionário na intenção de compra e na intenção de recomendação de loja de confecção para consumidores de classe média. Para tanto foram efetivadas uma etapa exploratória qualitativa, realizada através de entrevistas e grupo focal, e uma etapa quantitativa, implementada por meio de um estudo experimental. Os resultados mostraram que há uma associação entre a qualidade da interação consumidor-funcionário e a intenção de compra e recomendação de loja no segmento estudado. Quanto mais positiva a interação entre o consumidor de classe média e o funcionário do varejo de confecção, maior a intenção de compra e recomendação do consumidor, sendo que o inverso também é verdadeiro, quanto mais negativa a interação entre o consumidor e o funcionário do varejo de confecção, menor a intenção de compra e recomendação do consumidor de classe média.

Palavras-chave: atmosfera do ponto de venda; fatores sociais; interação consumidorfuncionário; intenção de compra; intenção de recomendação de loja.

 

Abstract: This study aims at analyzing the influence of consumer–employee interaction quality in store recommendation and purchase intentions for a clothing store by middle class consumers. The research started with a qualitative exploratory phase conducted through interviews and a focus group. I was followed by a quantitative step implemented through a conclusive causal research through an experimental study. Results show that there is a high correlation between the quality of consumer-employee interaction and store and recommendation and purchase intentions. The greater the positive interaction between the middle class consumer and employees of the retail clothing industry, the greater the purchase intention and recommendation of the consumer, while the reverse is also true.

Key words: sore atmosphere; social factor; consumer-employee interaction. purchase intention. store recommendation intention.

 

1 (Pontifícia Universidade Católica do Rio Grande do Sul) grisly_steffen@terra.com.br
2 (Pontifícia Universidade Católica do Rio Grande do Sul) mperin@pucrs.br
3 (Pontifícia Universidade Católica do Rio Grande do Sul) csampaio@pucrs.br

 

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