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Publication
O atendimento ao cliente como fator de diferenciação
| Name: | Description: | Size: | Format: | |
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| 1.45 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A presente investigação pretende identificar os fatores que compõem a vantagem competitiva da cadeia de pronto-a-vestir Zara, contribuindo para a sua diferenciação do mercado. Pretende-se ainda perceber se esses fatores diferem de acordo com as caraterísticas sociodemográficas dos consumidores (idade, grau académico e rendimento), bem como se a frequência de realização de compras na loja influencia significativamente os fatores de diferenciação pela vantagem competitiva.
Para tal, desenvolveu-se um estudo de caso, assente numa metodologia quantitativa, que contou com a aplicação de um questionário como método de recolha dos dados. O tratamento estatístico recorreu a técnicas descritivas e inferenciais como a análise fatorial e testes de comparação de médias. Os resultados demonstram haver quatro fatores que compõem a vantagem competitiva da Zara (atendimento, marca e produto, ambiente da loja e valor percebido), verificando-se uma influência maioritariamente do grau de escolaridade e da frequência de compras na loja.
This research aims to identify the competitive advantage factors for the multinational clothing chain Zara, contributing to its differentiation in the market. It also aims to understand whether these factors differ according to socio-demographic characteristics of consumers (age, academic degree and yield), as well as verify if the frequency of shopping in the store influences significantly the differentiation factors of competitive advantage of the store. To this end, it was developed a case study based on a quantitative methodology, which included the application of a questionnaire as the data collection method. The statistical treatment resorted to descriptive and inferential techniques such as factor analysis and non-parametric tests. The results show there are four factors that make up the competitive advantage of Zara (service, product and brand, the store environment and perceived value), and it was verified that education level and frequency of shopping in the store takes a the bigger influence.
This research aims to identify the competitive advantage factors for the multinational clothing chain Zara, contributing to its differentiation in the market. It also aims to understand whether these factors differ according to socio-demographic characteristics of consumers (age, academic degree and yield), as well as verify if the frequency of shopping in the store influences significantly the differentiation factors of competitive advantage of the store. To this end, it was developed a case study based on a quantitative methodology, which included the application of a questionnaire as the data collection method. The statistical treatment resorted to descriptive and inferential techniques such as factor analysis and non-parametric tests. The results show there are four factors that make up the competitive advantage of Zara (service, product and brand, the store environment and perceived value), and it was verified that education level and frequency of shopping in the store takes a the bigger influence.
Description
Keywords
Atendimento Diferenciação Marca Marketing de serviços Qualidade Relacionamento Vantagem competitiva