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Publication
O papel da interação pessoal e atributos de marca na lealdade e na intenção de repetição de compra nas óticas em Portugal
| Name: | Description: | Size: | Format: | |
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| 2.39 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A transformação do retalho é evidente. O comércio digital, o aparecimento de novos operadores e a alteração de hábitos e necessidades do consumidor obrigam o mercado da ótica em Portugal a uma adaptação estratégica. Um mercado que mantém uma estrutura familiar e em que os grandes operadores sempre revelaram dificuldade em implementar-se, é uma realidade que pode estar a mudar. Qual a influência da experiência em loja na intenção de repetir a compra com o mesmo operador?
Para entender a forma como o consumidor olha para a experiência de compra nas óticas, foi realizada a recolha de dados primários através de um questionário. Este avaliou a perceção do consumidor sobre vários aspetos acerca da última compra que realizou - o espaço físico, a interação com as pessoas da loja, a capacidade de resolução de problemas e a fiabilidade. O questionário procura também estabelecer a intenção de compra futura com o mesmo operador e o nível de lealdade.
Os resultados do estudo indicam que os constructos criados afetam positivamente a intenção de compra e a lealdade, no entanto, com diferentes níveis. A interação com as pessoas tem um papel crucial para ambos e o aspeto físico da loja não se revelou influente para a lealdade à loja. No futuro, será relevante considerar o efeito da satisfação do produto nos mesmos constructos criados. É também relevante verificar se a importância da interação com as pessoas da loja sofre alguma alteração devido às adaptações necessárias para o combate ao Covid-19.
The transformation of the retail is evident. The e-commerce, the emergence of new operators and changes in consumer habits and needs oblige the eyewear market in Portugal to a strategic adaptation. This is a market that maintains a family structure and in which the big companies had always find difficulties to implement themselves. What is the influence of the shopping experience in the intention to repeat the purchase with the same operator? In order to understand how the consumer looks too the shopping experience at the opticians, primary data was collected through a questionnaire. It assessed the consumer's perception of various aspects of the last purchase made - the physical space, the interaction with the people in the store, the ability to solve problems and the reliability. The questionnaire also seeks to establish future purchase intention with the same operator and the level of loyalty. The results of this study indicate that the constructs created, positively affect the of purchase intention and loyalty, however in different levels. Interaction with people plays a crucial role for both, the physical aspect of the store did not prove to be influential for loyalty, and was the less relevant to purchase intention. In the future it will be relevant to consider the effect of product satisfaction on the same constructs created. It is also relevant to verify whether the importance of interaction with the people in the store is altered due to the necessary adaptations to eradicate Covid-19.
The transformation of the retail is evident. The e-commerce, the emergence of new operators and changes in consumer habits and needs oblige the eyewear market in Portugal to a strategic adaptation. This is a market that maintains a family structure and in which the big companies had always find difficulties to implement themselves. What is the influence of the shopping experience in the intention to repeat the purchase with the same operator? In order to understand how the consumer looks too the shopping experience at the opticians, primary data was collected through a questionnaire. It assessed the consumer's perception of various aspects of the last purchase made - the physical space, the interaction with the people in the store, the ability to solve problems and the reliability. The questionnaire also seeks to establish future purchase intention with the same operator and the level of loyalty. The results of this study indicate that the constructs created, positively affect the of purchase intention and loyalty, however in different levels. Interaction with people plays a crucial role for both, the physical aspect of the store did not prove to be influential for loyalty, and was the less relevant to purchase intention. In the future it will be relevant to consider the effect of product satisfaction on the same constructs created. It is also relevant to verify whether the importance of interaction with the people in the store is altered due to the necessary adaptations to eradicate Covid-19.
Description
Keywords
Intenção de repetição de compra Perceção do consumidor Óticas Intenção de compra futura Lealdade