Análisis entre imagen de la tienda y satisfacción del cliente en tiendas minoristas transnacionales en el sector autoservicio
DOI:
https://doi.org/10.18046/j.estger.2021.161.4293Palabras clave:
imagen de la tienda, satisfacción del cliente, precio, calidad del servicio, tiendas minoristasResumen
El objetivo de la investigación fue identificar si la calidad del servicio y el precio se relacionan positivamente con la imagen de la tienda y, a su vez, con la satisfacción del cliente en tiendas minoristas transnacionales en el sector autoservicio. Para ello se realizó una investigación cuantitativa, no experimental, transversal y se aplicaron 275 cuestionarios. Se utilizó el método de mínimos cuadrados parciales para probar las hipótesis y estimar los modelos de ruta. Los resultados muestran que la calidad del servicio ayuda a obtener una imagen positiva de la tienda, pero si se observa solo la relación precio-satisfacción del cliente, el precio por sí mismo es significativo para la satisfacción del cliente.
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