"Lady is in Heaven!" Study on the Treatment Pronoun use in Clothing Stores' Female
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12086 |
Resumo: | An important factor for customer satisfaction is the quality of service. In the context of small businesses, such as small clothing shops, this importance is not always taken into account. The clothing sector is connected to the changes in social relations, is rich in symbolic content, allowing the observation of expressive aspects of material culture, as well as the use of treatment pronouns mainly 'you' and 'madam'. In this sense, the aim of this study was to identify the consumers opinion in relation to the treatment pronoun used by employees in female clothing stores. Data were computed and processed using SPSS software. Techniques of descriptive statistics (frequency distribution and cross tabulations), nonparametric tests (chi-square) and multivariate techniques such as cluster analysis and discriminant analysis were used. It was observed that, especially for the group of women aged between 30 and 40 years the use of the pronoun 'madam' can lead to dissatisfaction and even purchase abandonment. Also, clothing can be seen as means of status and age, conveying meanings and allowing visual identification of the class and age of the wearer. Moreover, the paper contributes in order to instruct managers and training teams. |
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"Lady is in Heaven!" Study on the Treatment Pronoun use in Clothing Stores' Female“Senhora está no céu!” Estudo sobre o Uso do Pronome de Tratamento em Lojas de Vestuário FemininoRetail Service; Women's Clothing; Treatment Pronouns.Atendimento no varejo; Vestuário Feminino; Pronomes de TratamentoAn important factor for customer satisfaction is the quality of service. In the context of small businesses, such as small clothing shops, this importance is not always taken into account. The clothing sector is connected to the changes in social relations, is rich in symbolic content, allowing the observation of expressive aspects of material culture, as well as the use of treatment pronouns mainly 'you' and 'madam'. In this sense, the aim of this study was to identify the consumers opinion in relation to the treatment pronoun used by employees in female clothing stores. Data were computed and processed using SPSS software. Techniques of descriptive statistics (frequency distribution and cross tabulations), nonparametric tests (chi-square) and multivariate techniques such as cluster analysis and discriminant analysis were used. It was observed that, especially for the group of women aged between 30 and 40 years the use of the pronoun 'madam' can lead to dissatisfaction and even purchase abandonment. Also, clothing can be seen as means of status and age, conveying meanings and allowing visual identification of the class and age of the wearer. Moreover, the paper contributes in order to instruct managers and training teams.O atendimento pessoal essencial para a satisfao dos clientes, visto que os consumidores esto buscando por um atendimento cada vez menos formal. O setor de vesturios est ligado s modificaes nas relaes sociais, rico em contedo simblico, permitindo a observao dos aspectos expressivos da cultura material, assim como o uso dos pronomes de tratamento principalmente 'voc' e 'senhora'. Nesse sentido, o objetivo deste estudo foi identificar a opinio das consumidoras em relao ao pronome de tratamento usado pelos funcionrios em lojas de vesturio feminino. Os dados foram tabulados e processados por meio do software SPSS. Foram utilizadas tcnicas de estatstica descritiva (distribuio de frequncia e tabulaes cruzadas), testes no-paramtricos (teste qui-quadrado) e tcnicas multivariadas, como a anlise de cluster e anlise discriminante. Observou-se que, principalmente para o grupo de mulheres com idade entre 30 e 40 anos o uso do pronome 'senhora' pode acarretar insatisfao e at desistncia de compra. Ademais, o trabalho contribui no sentido de direcionar os gestores e equipes de treinamento.Universidade Nove de Julho - Uninove2015-06-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1208610.5585/remark.v14i2.2820ReMark - Revista Brasileira de Marketing; v. 14, n. 2 (2015): Abril - Junho; 193-2072177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12086/5730Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessAntonialli, FabioVieira, Kelly CarvalhoAntonialli, Luiz MarceloRezende, Daniel Carvalho2019-02-19T17:42:06Zoai:https://periodicos.uninove.br:article/12086Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:42:06REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
"Lady is in Heaven!" Study on the Treatment Pronoun use in Clothing Stores' Female “Senhora está no céu!” Estudo sobre o Uso do Pronome de Tratamento em Lojas de Vestuário Feminino |
title |
"Lady is in Heaven!" Study on the Treatment Pronoun use in Clothing Stores' Female |
spellingShingle |
"Lady is in Heaven!" Study on the Treatment Pronoun use in Clothing Stores' Female Antonialli, Fabio Retail Service; Women's Clothing; Treatment Pronouns. Atendimento no varejo; Vestuário Feminino; Pronomes de Tratamento |
title_short |
"Lady is in Heaven!" Study on the Treatment Pronoun use in Clothing Stores' Female |
title_full |
"Lady is in Heaven!" Study on the Treatment Pronoun use in Clothing Stores' Female |
title_fullStr |
"Lady is in Heaven!" Study on the Treatment Pronoun use in Clothing Stores' Female |
title_full_unstemmed |
"Lady is in Heaven!" Study on the Treatment Pronoun use in Clothing Stores' Female |
title_sort |
"Lady is in Heaven!" Study on the Treatment Pronoun use in Clothing Stores' Female |
author |
Antonialli, Fabio |
author_facet |
Antonialli, Fabio Vieira, Kelly Carvalho Antonialli, Luiz Marcelo Rezende, Daniel Carvalho |
author_role |
author |
author2 |
Vieira, Kelly Carvalho Antonialli, Luiz Marcelo Rezende, Daniel Carvalho |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Antonialli, Fabio Vieira, Kelly Carvalho Antonialli, Luiz Marcelo Rezende, Daniel Carvalho |
dc.subject.por.fl_str_mv |
Retail Service; Women's Clothing; Treatment Pronouns. Atendimento no varejo; Vestuário Feminino; Pronomes de Tratamento |
topic |
Retail Service; Women's Clothing; Treatment Pronouns. Atendimento no varejo; Vestuário Feminino; Pronomes de Tratamento |
description |
An important factor for customer satisfaction is the quality of service. In the context of small businesses, such as small clothing shops, this importance is not always taken into account. The clothing sector is connected to the changes in social relations, is rich in symbolic content, allowing the observation of expressive aspects of material culture, as well as the use of treatment pronouns mainly 'you' and 'madam'. In this sense, the aim of this study was to identify the consumers opinion in relation to the treatment pronoun used by employees in female clothing stores. Data were computed and processed using SPSS software. Techniques of descriptive statistics (frequency distribution and cross tabulations), nonparametric tests (chi-square) and multivariate techniques such as cluster analysis and discriminant analysis were used. It was observed that, especially for the group of women aged between 30 and 40 years the use of the pronoun 'madam' can lead to dissatisfaction and even purchase abandonment. Also, clothing can be seen as means of status and age, conveying meanings and allowing visual identification of the class and age of the wearer. Moreover, the paper contributes in order to instruct managers and training teams. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-06-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12086 10.5585/remark.v14i2.2820 |
url |
https://periodicos.uninove.br/remark/article/view/12086 |
identifier_str_mv |
10.5585/remark.v14i2.2820 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12086/5730 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 14, n. 2 (2015): Abril - Junho; 193-207 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138639945400320 |