O impacto da autocongruência no valor percebido, na satisfação e lealdade em shopping center
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da Uninove |
Texto Completo: | http://bibliotecatede.uninove.br/handle/tede/2337 |
Resumo: | When collecting data from the shopping center segment in Brazil, revenues of R$198.2 billion are observed in 2019, wth shoppings being present in 212 cities, comprising more than 105,000 stores installed in 573 shopping centers in Brazilian territory and there is an estimate that more than 1 million direct jobs are related to the segment (Associação Brasileira de Shopping Center, 2019), which makes this segment relevant in the economic context. Therefore, understanding more clearly how and for what reason shoppers choose to be loyal to a mall helps managers in decision making, since, once loyal, consumers have a lower level of motivation to choose other business alternatives. In addition, the perceived value by the customer has attracted the attention of scholars in the area as it plays an important role in helping consumers choose, seeking to satisfy their consumers in order to increase their profits. The self-congruence theory is based on the concept that consumer behavior and responses tend to be partially influenced by individual comparisons of their own personality or the image they have of a product/service. When studying these themes, we notice a theoretical gap in the relationship of self-congruence with the value perceived by shopping center consumers, since existing studies have addressed this relationship considering stores or travel/tourism agencies as the object of study, and not the mall center as a whole. Furthermore, previous studies of perceived value in shopping centers considered only hedonic and utilitarian values, whereas the Mallval scale, which measures the perceived value in shopping centers and used in this study, analyzes the consumption experience more comprehensively considering the dimensions of hedonic, utilitarian and epistemic values, self-gratification, social interaction, convenience of time and space and the transactional issue, thus bringing its theoretical contribution. This study has a quantitative character, with the use of a questionnaire formed by questions extracted from four scales already validated in other studies, and was applied to consumers of shopping centers in the city of São Paulo. For the analysis of the results of this work, the multivariate statistical technique of Structural Equation Modeling was used, a technique that aims to test a theory of causal order among a set of variables. As a theoretical contribution, this study obtained the first application of the Perceived Value scale (Mallval) in Shopping Centers in Brazil, in addition to presenting within the context of the shopping center that self-congruence impacts on satisfaction only through the total mediation of Perceived Value. Furthermore, loyalty is only generated by a direct relationship between the environment and satisfaction or under the impact of satisfaction mediation, be it partial through the path of the shopping environment, or total through the path of perceived value. As a managerial contribution, obtaining a way to measure the perception of the Shopping's value, as well as the understanding of the model's direct relations and mediations, brings great value for the managers of these shopping centers. This work can be replicated periodically so as to become an indicator of which paths to reinforce and which paths to be corrected to raise the levels of perceived value, self-awareness, satisfaction and loyalty of its consumers, thus obtaining a better competitive advantage. |
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Varotto, Luís FernandoVarotto, Luís FernandoCunha, Júlio Araújo Carneiro daMoll, Marcelohttp://lattes.cnpq.br/6457096089522959Destro, Rhuann Thadeu2020-11-04T18:50:43Z2020-03-27Destro, Rhuann Thadeu. O impacto da autocongruência no valor percebido, na satisfação e lealdade em shopping center. 2020. 103 f. Dissertação( Programa de Pós-Graduação em Administração) - Universidade Nove de Julho, São Paulo.http://bibliotecatede.uninove.br/handle/tede/2337When collecting data from the shopping center segment in Brazil, revenues of R$198.2 billion are observed in 2019, wth shoppings being present in 212 cities, comprising more than 105,000 stores installed in 573 shopping centers in Brazilian territory and there is an estimate that more than 1 million direct jobs are related to the segment (Associação Brasileira de Shopping Center, 2019), which makes this segment relevant in the economic context. Therefore, understanding more clearly how and for what reason shoppers choose to be loyal to a mall helps managers in decision making, since, once loyal, consumers have a lower level of motivation to choose other business alternatives. In addition, the perceived value by the customer has attracted the attention of scholars in the area as it plays an important role in helping consumers choose, seeking to satisfy their consumers in order to increase their profits. The self-congruence theory is based on the concept that consumer behavior and responses tend to be partially influenced by individual comparisons of their own personality or the image they have of a product/service. When studying these themes, we notice a theoretical gap in the relationship of self-congruence with the value perceived by shopping center consumers, since existing studies have addressed this relationship considering stores or travel/tourism agencies as the object of study, and not the mall center as a whole. Furthermore, previous studies of perceived value in shopping centers considered only hedonic and utilitarian values, whereas the Mallval scale, which measures the perceived value in shopping centers and used in this study, analyzes the consumption experience more comprehensively considering the dimensions of hedonic, utilitarian and epistemic values, self-gratification, social interaction, convenience of time and space and the transactional issue, thus bringing its theoretical contribution. This study has a quantitative character, with the use of a questionnaire formed by questions extracted from four scales already validated in other studies, and was applied to consumers of shopping centers in the city of São Paulo. For the analysis of the results of this work, the multivariate statistical technique of Structural Equation Modeling was used, a technique that aims to test a theory of causal order among a set of variables. As a theoretical contribution, this study obtained the first application of the Perceived Value scale (Mallval) in Shopping Centers in Brazil, in addition to presenting within the context of the shopping center that self-congruence impacts on satisfaction only through the total mediation of Perceived Value. Furthermore, loyalty is only generated by a direct relationship between the environment and satisfaction or under the impact of satisfaction mediation, be it partial through the path of the shopping environment, or total through the path of perceived value. As a managerial contribution, obtaining a way to measure the perception of the Shopping's value, as well as the understanding of the model's direct relations and mediations, brings great value for the managers of these shopping centers. This work can be replicated periodically so as to become an indicator of which paths to reinforce and which paths to be corrected to raise the levels of perceived value, self-awareness, satisfaction and loyalty of its consumers, thus obtaining a better competitive advantage.Ao levantar dados do segmento de shopping center no Brasil, observa-se um faturamento de R$198,2 bilhões em 2019 estando presentes em 212 cidades, comportando mais de 105.000 lojas instaladas em 573 shopping centers em território brasileiro e há uma estimativa de que mais de 1 milhão de empregos diretos estão relacionados ao segmento (Associação Brasileira de Shopping Center, 2019), sendo este segmento relevante no contexto econômico. Logo, entender com mais clareza, como e por qual motivo os compradores optam por serem leais a um shopping auxilia os gestores na tomada de decisão, pois, uma vez leais, os consumidores têm menor nível de motivação para optar por outras alternativas de negócios. Além disso, o valor percebido pelo cliente tem atraído atenção dos estudiosos da área pois apresenta um importante papel em auxiliar a escolha do consumidores buscando satisfazer seus consumidores de modo a elevar seus lucros. Já a teoria de autocongruência é baseada no conceito de que o comportamento do consumidor e suas respostas tendem a ser parcialmente influenciadas pelas comparações individuais de sua própria personalidade ou a imagem que possui de um produto/serviço. Ao estudar estes temas nota-se uma lacuna teórica na relação da autocongruência com o valor percebido pelos consumidores de shopping centers, uma vez que os estudos existentes abordaram esta relação considerando como objeto de estudo lojas ou agência de viagens/turismo, e não o shopping center como um todo. Ademais, os estudos anteriores de percepção de valor em shopping center consideravam somente os valores hedônicos e utilitários, já a escala Mallval, a qual mede o valor percebido em shopping center e utilizada neste estudo, analisa de maneira mais abrangente a experiência de consumo considerando as dimensões dos valores hedônicos, utilitários e epistêmicos, a autogratificação, interação social, conveniência de tempo e de espaço e a questão transacional, trazendo assim a sua contribuição teórica. Esse estudo tem caráter quantitativo, com a utilização de um questionário formado por perguntas extraídas de quatro escalas já validadas em outros estudos, e foi aplicado para consumidores de shopping centers, na cidade de São Paulo. Para a análise dos resultados deste trabalho, foi utilizada a técnica estatística multivariada de Modelagem de Equações Estruturais, técnica essa que possui o objetivo de testar uma teoria de ordem causal entre um conjunto de variáveis. Como contribuição teórica, este estudo obteve a primeira aplicação da escala de Valor Percebido em Shopping Center no Brasil, além de apresentar dentro do contexto de shopping center que autocongruência impacta na satisfação apenas por meio da mediação total do Valor Percebido. Ademais, a lealdade só é gerada por uma relação direta do ambiente e da satisfação ou sob impacto da mediação da satisfação, seja ela parcial pelo caminho do ambiente de shopping, ou total pelo caminho do valor percebido. Como contribuição gerencial, obter uma maneira de medir a percepção de valor do Shopping, bem como o entendimento das relações diretas e mediações do modelo, é de grande valia para os gestores destes centros comerciais. Este trabalho pode ser replicado com periodicidade a assim tornar-se um indicador de quais caminhos reforçar e quais caminhos a serem corrigidos para elevar os níveis de percepção de valor, autocongruência, satisfação e lealdade de seus consumidores, obtendo assim uma melhor vantagem competitiva.Submitted by Nadir Basilio (nadirsb@uninove.br) on 2020-11-04T18:50:43Z No. of bitstreams: 1 Rhuann Thadeu Destro.pdf: 1374846 bytes, checksum: a43bce191799ae0b0bccb7f0eddb9112 (MD5)Made available in DSpace on 2020-11-04T18:50:43Z (GMT). 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dc.title.por.fl_str_mv |
O impacto da autocongruência no valor percebido, na satisfação e lealdade em shopping center |
title |
O impacto da autocongruência no valor percebido, na satisfação e lealdade em shopping center |
spellingShingle |
O impacto da autocongruência no valor percebido, na satisfação e lealdade em shopping center Destro, Rhuann Thadeu shopping center valor percebido em shopping center ambiente de shopping autocongruência satisfação lealdade mallval shopping center perceived value shopping environment self-congruity satisfaction loyalty mllval CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
O impacto da autocongruência no valor percebido, na satisfação e lealdade em shopping center |
title_full |
O impacto da autocongruência no valor percebido, na satisfação e lealdade em shopping center |
title_fullStr |
O impacto da autocongruência no valor percebido, na satisfação e lealdade em shopping center |
title_full_unstemmed |
O impacto da autocongruência no valor percebido, na satisfação e lealdade em shopping center |
title_sort |
O impacto da autocongruência no valor percebido, na satisfação e lealdade em shopping center |
author |
Destro, Rhuann Thadeu |
author_facet |
Destro, Rhuann Thadeu |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Varotto, Luís Fernando |
dc.contributor.referee1.fl_str_mv |
Varotto, Luís Fernando |
dc.contributor.referee2.fl_str_mv |
Cunha, Júlio Araújo Carneiro da |
dc.contributor.referee3.fl_str_mv |
Moll, Marcelo |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/6457096089522959 |
dc.contributor.author.fl_str_mv |
Destro, Rhuann Thadeu |
contributor_str_mv |
Varotto, Luís Fernando Varotto, Luís Fernando Cunha, Júlio Araújo Carneiro da Moll, Marcelo |
dc.subject.por.fl_str_mv |
shopping center valor percebido em shopping center ambiente de shopping autocongruência satisfação lealdade mallval |
topic |
shopping center valor percebido em shopping center ambiente de shopping autocongruência satisfação lealdade mallval shopping center perceived value shopping environment self-congruity satisfaction loyalty mllval CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
shopping center perceived value shopping environment self-congruity satisfaction loyalty mllval |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
When collecting data from the shopping center segment in Brazil, revenues of R$198.2 billion are observed in 2019, wth shoppings being present in 212 cities, comprising more than 105,000 stores installed in 573 shopping centers in Brazilian territory and there is an estimate that more than 1 million direct jobs are related to the segment (Associação Brasileira de Shopping Center, 2019), which makes this segment relevant in the economic context. Therefore, understanding more clearly how and for what reason shoppers choose to be loyal to a mall helps managers in decision making, since, once loyal, consumers have a lower level of motivation to choose other business alternatives. In addition, the perceived value by the customer has attracted the attention of scholars in the area as it plays an important role in helping consumers choose, seeking to satisfy their consumers in order to increase their profits. The self-congruence theory is based on the concept that consumer behavior and responses tend to be partially influenced by individual comparisons of their own personality or the image they have of a product/service. When studying these themes, we notice a theoretical gap in the relationship of self-congruence with the value perceived by shopping center consumers, since existing studies have addressed this relationship considering stores or travel/tourism agencies as the object of study, and not the mall center as a whole. Furthermore, previous studies of perceived value in shopping centers considered only hedonic and utilitarian values, whereas the Mallval scale, which measures the perceived value in shopping centers and used in this study, analyzes the consumption experience more comprehensively considering the dimensions of hedonic, utilitarian and epistemic values, self-gratification, social interaction, convenience of time and space and the transactional issue, thus bringing its theoretical contribution. This study has a quantitative character, with the use of a questionnaire formed by questions extracted from four scales already validated in other studies, and was applied to consumers of shopping centers in the city of São Paulo. For the analysis of the results of this work, the multivariate statistical technique of Structural Equation Modeling was used, a technique that aims to test a theory of causal order among a set of variables. As a theoretical contribution, this study obtained the first application of the Perceived Value scale (Mallval) in Shopping Centers in Brazil, in addition to presenting within the context of the shopping center that self-congruence impacts on satisfaction only through the total mediation of Perceived Value. Furthermore, loyalty is only generated by a direct relationship between the environment and satisfaction or under the impact of satisfaction mediation, be it partial through the path of the shopping environment, or total through the path of perceived value. As a managerial contribution, obtaining a way to measure the perception of the Shopping's value, as well as the understanding of the model's direct relations and mediations, brings great value for the managers of these shopping centers. This work can be replicated periodically so as to become an indicator of which paths to reinforce and which paths to be corrected to raise the levels of perceived value, self-awareness, satisfaction and loyalty of its consumers, thus obtaining a better competitive advantage. |
publishDate |
2020 |
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2020-11-04T18:50:43Z |
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2020-03-27 |
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dc.identifier.citation.fl_str_mv |
Destro, Rhuann Thadeu. O impacto da autocongruência no valor percebido, na satisfação e lealdade em shopping center. 2020. 103 f. Dissertação( Programa de Pós-Graduação em Administração) - Universidade Nove de Julho, São Paulo. |
dc.identifier.uri.fl_str_mv |
http://bibliotecatede.uninove.br/handle/tede/2337 |
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Destro, Rhuann Thadeu. O impacto da autocongruência no valor percebido, na satisfação e lealdade em shopping center. 2020. 103 f. Dissertação( Programa de Pós-Graduação em Administração) - Universidade Nove de Julho, São Paulo. |
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