Science Journal of Business and Management
Volume 2, Issue 1, February 2014, Pages: 24-34
Received: Jan. 29, 2014;
Published: Feb. 28, 2014
Views 4670 Downloads 208
Sergio Silva Braga Junior, UNESP - Univ. Estadual Paulista, Tupã Campus,São Paulo, Brazil
Evandro Luiz Lopes, University Nine de July, São Paulo, Brazil
Eduardo Guilherme Satolo, UNESP - Univ. Estadual Paulista, Tupã Campus,São Paulo, Brazil
Dirceu da Silva, University Nine de July, São Paulo, Brazil
Sergio Luiz do Amaral Moretti, Superior School of Advertising and Marketing, São Paulo, Brazil
Research demonstrates the applicability of the RSQ scale within the Brazilian context in different retail formats and compares the consumers´ perceptions for each format. Three surveys comprising 690 consumers from retail shop were performed in different formats (banking service, sports shop and clothes shop) in São Paulo SP Brazil, due to its first ranking within the Brazilian market. Data collection was performed through direct contact with clients. Modeling of structural equations with estimation matrix by partial minimum squares showed that RSQ scale identified the five theoretical factors of perceived quality and made possible the verification of greater and less relevant points in each retail format. High coefficients of determination were underscored in data analyses to determine the factors Personal Interactions and Trust. The Brazilian market is being underscored within the international scenario due to its increasing consumption and rapid recovery after several world economical crises. The analysis of perceived quality of services by Brazilian firms is highly relevant for the understanding of consumers´ profile and for tying strategies of services with consumers´ expectations. Although gaps exist in service quality measuring scales, current analysis used the scale invented by Dabholkar, Thorpe and Rentz (1996) denominated RSQ – Retail Service Quality. The scale presents the required amplitude to measure constructs in all retail sectors, as shown in current investigation. By employing the scale´s criteria, the relevance and originality of current study lies in the identification and comparison of the different qualities perceived by consumers for each retail format analyzed.
Sergio Silva Braga Junior,
Evandro Luiz Lopes,
Eduardo Guilherme Satolo,
Dirceu da Silva,
Sergio Luiz do Amaral Moretti,
The Consumer Behavior in different Retail Formats in Brazil, Science Journal of Business and Management.
Vol. 2, No. 1,
2014, pp. 24-34.
Beinstock CC, Mentzer, JT and Bird MM (1997) Measuring physical distribution service quality. Journal of the Academy of Marketing Science: 25(1): 31-44. doi: 10.1007/BF02894507
Blose JE, Tankersley WB and Flynn (1999) Managing service quality using data envelopment analysis. Journal QMJ on line: 12(2).
Brei VA and Rossi CAV (2005) Confiança, valor percebido e lealdade em trocas relacionais de serviço: um estudo com usuários de Internet Banking no Brasil. Revista de Administração Contemporânea: 9(2): 145-168. http://dx.doi.org/10.1590/S1415-65552005000200008
Carman JM (1990) Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing: 66 (1): 33-55. doi: 10.1016/S0148-2963(99)00084-3
Chin WW (1996) Partial least squares is to Lisrel as principal components analysis is to common factor analysis. Tecnology Studies: 2 (1): 315-319.
Cooper DR and Schindler PS (2003) Métodos de pesquisa em administração Porto Alegre: Bookman.
Cronin J and Taylor S (1992) Measuring Service Quality: a reexamination and extension. Journal of Marketing: 56(3): 55-68. doi: 10.2307/1252296
Dabholkar PA, Thorpe DI and Overby JW (2005) Linking process and outcome to service quality and customer satisfaction evaluations. International Journal of Service Industry Management: 16(1): 10-27. doi 10.1108/09564230510587131
Dabholkar, P.A., Thorpe, D.I., and Rentz, J.O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3-16.doi: 10.1177/009207039602400101
Finn DW and Lamb CW (1991) An evaluation of the SERVQUAL scales in retail setting. Advances in Consumer Research: 18(2): 483-490.
Guiry M, Hutchinson W and Weitz BA (1992) Consumer's Evaluation of Retail Store Service Quality and Its Influence on Store Choice. Working paper: University of Florida.
Hair JF, Anderson RE, Tatham RL and Black WC (2009) Análise Multivariada de Dados. 6.ed. Porto Alegre: Bookman.
Hernandez JMC and Mazzon JA (2008) Um estudo empírico dos determinantes da adoção de internet banking entre não usuários brasileiros. Revista de Administração Contemporânea: 12(special issue): 9-39.
Hong S and Goo YJJ (2004) A causal model of customer loyalty in professional service firms: an empirical study. International Journal of Management: 21(4): 531-540.
Jöreskog K and Söbom D (1993) Structural Equation Modeling with the SIMPLES Command Language. Lincolnwood: SSI.
Kaul S (2005) Measuring retail service quality: examining applicability of international research perspectives in India. Indian Institute of Management: Ahmedabad-India, Research and Publications.
Kim S and Jin B (2002) Validating the retail service quality scale for US and Korean customers of discount stores: an exploratory study. Journal of Services Marketing: 16(3): 223-237. doi: 10.1108/08876040210427218
Lopes EL, Hernandez, JMC and Nohara JJ (2009) Escalas concorrentes para a mensuração da qualidade percebida: uma comparação entre a Servqual e a RSQ. Revista de Administração de Empresas, São Paulo: 49(4): 401-416. doi 10.1590/S0034-75902009000400004.
Malhotra NK (2006) Pesquisa de Marketing: uma orientação aplicada. 4. ed. Porto Alegre: Bookman.
Mehta SC, Han S, Lalwani AK and Mehta SS (1999) Service quality of retailers distributing technical products: an extension. International Journal of Retail & Distribuition Management: 28(2): 62-72.
Meng J, Summey JH, Herndon NC and Kwong KK (2009) Some retail service quality expectations of Chinese shoppers. International Journal of Market Research: 51(6): 773-796.
Parasuraman A, Zeithaml VA and Berry LL (1985) A conceptual model of Service Quality: Its implications for future research. Journal of Marketing: 28(2): 41-50. doi: 10.2307/1251430
Parasuraman A, Zeithaml VA and Berry LL (1988) SERVQUAL: A multiple item, scale for measuring consumer perceptions of service quality. Journal of Retailing: 64(2): 12-40.
Ramayah T and Leen JYA (2003) What drives relationship quality? A study of two retail clothing stores. 5th Asian Academy of Management Conference: "Challenges of Globalized Business: The Asian Perspective", Malaysia, 10th-13th September.
Ringle CM, Wende S and Will A (2005) SmartPLS 2.0 M3 (beta). Germany: University of Hamburg, 2005. Disponível em: . Acesso em: 18 Nov 2011.
Sharma S, Netemeyer RG and Mahajan V (1990) Search of excellence revisited: an empirical evaluation of Peters and Waterman´s attributes of excellence. In: William O. Bearden and A. Parasuraman (Eds). Enhancing knowledge development in marketing, Chicago: American Marketing Association, pp. 322-328.
Sujan H, Weitz BA and Kumar N (1994) Learning Orientation, Working Smart, and Effective Selling. Journal of Marketing: 58(3): 39-52. doi: 10.2307/1252309
Thompson C (2011) Understanding Consumption as Political and Moral Practice. Journal of Consumer Culture: 11(2): 139-144. doi: 10.1177/1469540511403892
Yang Z, Peterson RT and Cai S (2003) Services quality dimensions of internet retailing: an exploratory analysis. Journal of Service Marketing: 17(7): 685-700. doi: 10.1108/08876040310501241