Brand reputation and relationship with customer loyalty in the retail pharmacy sector: A case study
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | Revista Brasileira de Gestão de Negócios (Online) |
Texto Completo: | https://rbgn.fecap.br/RBGN/article/view/4120 |
Resumo: | Purpose – This study aims to evaluate the relationship between the reputation of the retail brand and customer loyalty in the retail pharmacy sector. Theoretical framework – This article is based on the relationship between customer loyalty and brand reputation. It uses some of the brand reputation variables from the brand equity model (Aaker, 1991) to arrive at an explanatory framework that can differentiate key variables for the most frequented retail pharmacy brands to remain in the market, as well as the differentials of the most frequented retail pharmacy brands. Design/methodology/approach – To achieve the objective of the study, exploratory factor analysis and linear multiple regression were used as the analysis techniques. A survey was carried out to collect data from 469 retail pharmacy customers in a municipality of Santa Catarina, located in the South Region of Brazil. The sample is non-probabilistic. Findings – The results suggest that popularity, level of knowledge, and familiarity significantly and positively affect loyalty to the most frequented brands. In the case of the least frequented ones, level of knowledge and familiarity have a significant and positive impact on loyalty to the brand. These findings reveal different perceptions regarding the most frequented and the least frequented pharmacies. However, the most relevant aspects remain the same regardless of how frequented the retail pharmacy is. Practical & social implications of research – Theoretically, the study has positive implications as it demonstrates the items that have the greatest and least impact in terms of brand reputation and customer loyalty. As practical implications, this study can help pharmacy managers to choose and better focus their strategies. As for social impacts, it was noted that brands that are considered to be less frequented have a lower level of loyalty, which was expected; however, this loyalty is more constant than for more frequented brands. Originality/value – This study contributes to the advancement of research involving brand reputation and customer loyalty in retail, especially in the pharmaceutical sector. Keywords – customer loyalty, brand reputation, retail pharmacy. |
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Brand reputation and relationship with customer loyalty in the retail pharmacy sector: A case studyBrand reputation and relationship with customer loyalty in the retail pharmacy sector: A case studyReputação da marca e a relação com a fidelidade do cliente no varejo farmacêutico: um estudo de casoPurpose – This study aims to evaluate the relationship between the reputation of the retail brand and customer loyalty in the retail pharmacy sector. Theoretical framework – This article is based on the relationship between customer loyalty and brand reputation. It uses some of the brand reputation variables from the brand equity model (Aaker, 1991) to arrive at an explanatory framework that can differentiate key variables for the most frequented retail pharmacy brands to remain in the market, as well as the differentials of the most frequented retail pharmacy brands. Design/methodology/approach – To achieve the objective of the study, exploratory factor analysis and linear multiple regression were used as the analysis techniques. A survey was carried out to collect data from 469 retail pharmacy customers in a municipality of Santa Catarina, located in the South Region of Brazil. The sample is non-probabilistic. Findings – The results suggest that popularity, level of knowledge, and familiarity significantly and positively affect loyalty to the most frequented brands. In the case of the least frequented ones, level of knowledge and familiarity have a significant and positive impact on loyalty to the brand. These findings reveal different perceptions regarding the most frequented and the least frequented pharmacies. However, the most relevant aspects remain the same regardless of how frequented the retail pharmacy is. Practical & social implications of research – Theoretically, the study has positive implications as it demonstrates the items that have the greatest and least impact in terms of brand reputation and customer loyalty. As practical implications, this study can help pharmacy managers to choose and better focus their strategies. As for social impacts, it was noted that brands that are considered to be less frequented have a lower level of loyalty, which was expected; however, this loyalty is more constant than for more frequented brands. Originality/value – This study contributes to the advancement of research involving brand reputation and customer loyalty in retail, especially in the pharmaceutical sector. Keywords – customer loyalty, brand reputation, retail pharmacy.Objetivo – Este estudo tem como objetivo avaliar a relação entre a reputação da marca do varejo e a fidelização do cliente no varejo farmacêutico. Referencial teórico – Este artigo é baseado na relação entre a fidelidade do cliente e a reputação da marca; ele usa parte das variáveis de reputação da marca do modelo de brand equity (AAKER, 1991) para chegar a um quadro explicativo capaz de revelar as variáveis-chave diferenciais das marcas mais frequentadas no varejo farmacêutico para se manterem no mercado – e também os diferenciais das marcas mais frequentadas no varejo farmacêutico. Metodologia – Para atingir o objetivo do estudo, foram utilizadas como técnicas de análise a análise fatorial exploratória e a regressão linear múltipla. Foi realizada uma pesquisa para coletar os dados de 469 clientes do varejo farmacêutico de um município catarinense localizado na Região Sul do Brasil. A amostra é não probabilística. Resultados – Os resultados sugerem que a popularidade, o nível de conhecimento e a familiaridade afetam significativa e positivamente a fidelidade para com as marcas mais frequentadas. No caso das menos frequentadas, o nível de conhecimento e familiaridade têm um impacto significativo e positivo na fidelização da marca. Esses achados revelam percepções diferentes sobre as drogarias mais frequentadas e as menos frequentadas. No entanto, os aspectos mais relevantes permanecem os mesmos, independentemente da frequência do varejo. Implicações práticas e sociais da pesquisa – Teoricamente, o estudo tem implicações positivas, pois mostra os itens que têm maior e menor impacto na reputação da marca e na fidelização do cliente. Como implicações práticas, este estudo pode ajudar os gestores farmacêuticos a escolher e focar melhor suas estratégias. Quanto aos impactos sociais, notou-se que as marcas consideradas menos frequentadas apresentam um nível de fidelização inferior, o que era esperado; no entanto, a fidelidade é mais constante do que as marcas mais frequentadas. Contribuições – Este estudo contribuiu para o avanço das pesquisas envolvendo reputação de marca e fidelização de clientes no varejo, principalmente no setor farmacêutico. Palavras-chave – Fidelização do cliente, reputação da marca, varejo farmacêutico.FECAP2021-09-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/412010.7819/rbgn.v23i3.4120Review of Business Management; Vol. 23 No. 3 (2021)RBGN Revista Brasileira de Gestão de Negócios; Vol. 23 Núm. 3 (2021)RBGN - Revista Brasileira de Gestão de Negócios; v. 23 n. 3 (2021)1983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPengporhttps://rbgn.fecap.br/RBGN/article/view/4120/1738https://rbgn.fecap.br/RBGN/article/view/4120/1739 Ewaldo Jader Pereira, PériclesMarcelo Ardigó, CarlosFlôres Limberger, Pabloinfo:eu-repo/semantics/openAccess2021-09-22T17:30:20Zoai:ojs.emnuvens.com.br:article/4120Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2021-09-22T17:30:20Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false |
dc.title.none.fl_str_mv |
Brand reputation and relationship with customer loyalty in the retail pharmacy sector: A case study Brand reputation and relationship with customer loyalty in the retail pharmacy sector: A case study Reputação da marca e a relação com a fidelidade do cliente no varejo farmacêutico: um estudo de caso |
title |
Brand reputation and relationship with customer loyalty in the retail pharmacy sector: A case study |
spellingShingle |
Brand reputation and relationship with customer loyalty in the retail pharmacy sector: A case study Ewaldo Jader Pereira, Péricles |
title_short |
Brand reputation and relationship with customer loyalty in the retail pharmacy sector: A case study |
title_full |
Brand reputation and relationship with customer loyalty in the retail pharmacy sector: A case study |
title_fullStr |
Brand reputation and relationship with customer loyalty in the retail pharmacy sector: A case study |
title_full_unstemmed |
Brand reputation and relationship with customer loyalty in the retail pharmacy sector: A case study |
title_sort |
Brand reputation and relationship with customer loyalty in the retail pharmacy sector: A case study |
author |
Ewaldo Jader Pereira, Péricles |
author_facet |
Ewaldo Jader Pereira, Péricles Marcelo Ardigó, Carlos Flôres Limberger, Pablo |
author_role |
author |
author2 |
Marcelo Ardigó, Carlos Flôres Limberger, Pablo |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Ewaldo Jader Pereira, Péricles Marcelo Ardigó, Carlos Flôres Limberger, Pablo |
description |
Purpose – This study aims to evaluate the relationship between the reputation of the retail brand and customer loyalty in the retail pharmacy sector. Theoretical framework – This article is based on the relationship between customer loyalty and brand reputation. It uses some of the brand reputation variables from the brand equity model (Aaker, 1991) to arrive at an explanatory framework that can differentiate key variables for the most frequented retail pharmacy brands to remain in the market, as well as the differentials of the most frequented retail pharmacy brands. Design/methodology/approach – To achieve the objective of the study, exploratory factor analysis and linear multiple regression were used as the analysis techniques. A survey was carried out to collect data from 469 retail pharmacy customers in a municipality of Santa Catarina, located in the South Region of Brazil. The sample is non-probabilistic. Findings – The results suggest that popularity, level of knowledge, and familiarity significantly and positively affect loyalty to the most frequented brands. In the case of the least frequented ones, level of knowledge and familiarity have a significant and positive impact on loyalty to the brand. These findings reveal different perceptions regarding the most frequented and the least frequented pharmacies. However, the most relevant aspects remain the same regardless of how frequented the retail pharmacy is. Practical & social implications of research – Theoretically, the study has positive implications as it demonstrates the items that have the greatest and least impact in terms of brand reputation and customer loyalty. As practical implications, this study can help pharmacy managers to choose and better focus their strategies. As for social impacts, it was noted that brands that are considered to be less frequented have a lower level of loyalty, which was expected; however, this loyalty is more constant than for more frequented brands. Originality/value – This study contributes to the advancement of research involving brand reputation and customer loyalty in retail, especially in the pharmaceutical sector. Keywords – customer loyalty, brand reputation, retail pharmacy. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-09-22 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/4120 10.7819/rbgn.v23i3.4120 |
url |
https://rbgn.fecap.br/RBGN/article/view/4120 |
identifier_str_mv |
10.7819/rbgn.v23i3.4120 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/4120/1738 https://rbgn.fecap.br/RBGN/article/view/4120/1739 |
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info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
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application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FECAP |
publisher.none.fl_str_mv |
FECAP |
dc.source.none.fl_str_mv |
Review of Business Management; Vol. 23 No. 3 (2021) RBGN Revista Brasileira de Gestão de Negócios; Vol. 23 Núm. 3 (2021) RBGN - Revista Brasileira de Gestão de Negócios; v. 23 n. 3 (2021) 1983-0807 1806-4892 reponame:Revista Brasileira de Gestão de Negócios (Online) instname:Fundação Escola de Comércio Álvares Penteado (FECAP) instacron:FECAP |
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Fundação Escola de Comércio Álvares Penteado (FECAP) |
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FECAP |
institution |
FECAP |
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Revista Brasileira de Gestão de Negócios (Online) |
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Revista Brasileira de Gestão de Negócios (Online) |
repository.name.fl_str_mv |
Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP) |
repository.mail.fl_str_mv |
||jmauricio@fecap.br |
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