Segmentação de mercado e dimensões do store equity: um estudo no varejo da construção civil
DOI:
https://doi.org/10.5902/1983465921499Palavras-chave:
Brand Equity, Store Equity, Varejo, Construção CivilResumo
O presente estudo baseia-se no conceito de store equity (HARTMAN; SPIRO, 2005) dividido em quatro dimensões: lealdade, lembrança, qualidade percebida e imagem (TEIXEIRA; OLIVEIRA; PIRES, 2006). O objetivo do trabalho foi aplicar o modelo em quatro marcas varejistas distintas da construção civil do município de São Paulo, identificar as dimensões, perfis de consumidores e comparar o store equity entre elas. Foram realizadas 40 entrevistas em cada loja (160 no total) e geradas, pela análise fatorial exploratória, cinco dimensões ligadas ao constructo store equity, sendo: lealdade, imagem da loja, satisfação do consumidor, atendimento e conformidade em serviços. Por meio de análise de cluster, os respondentes foram classificados em 3 grupos distintos de consumidores segundo as 5 dimensões identificadas e foram enquadrados em segmentos: os Despreparados, os Exigentes e os Acostumados. Implicações teóricas e gerenciais reforçam a possibilidade de aplicação do store equity como variável de segmentação de clientes do varejo de construção civil.
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