DIMENSÕES DE IMAGEM DE LOJA QUE EXPLICAM A AVALIAÇÃO E A SATISFAÇÃO DOS CONSUMIDORES: ESTUDO EMPÍRICO EM REDE DE VAREJO DE COSMÉTICOS DO INTERIOR PAULISTA

Retail is considered one of the largest and most diverse industries in the world. It currently experiences a revolution that is transforming the simple way of doing business in an automated and sophisticated form of management in logistics, inventory control and operating procedures. In this context, store image is an important marketing tool that helps identify the attributes that are most influential on consumer satisfaction. From this perspective, the objective of this study was to identify the store image dimensions that explain consumer perception and evaluation. For this purpose, at first a literature review was performed on the topic to identify the dimensions included in the survey instrument. Subsequently, the authors conducted an empirical study using a descriptive data approach, which the authors obtained from 302 valid questionnaires. The target population was defined as customers of a cosmetics chain. In the analysis process, the authors applied the Cronbach's alpha coefficient and multivariate exploratory factor analysis for purification of data. Pearson's correlation was used to test the research hypotheses. The authors obtained results that leave evidence that there is a positive and significant association among the dimensions analyzed.