Título Inglês:
Satisfaction and attractiveness: as young audience rating the malls
Resumo:
Este estudo tem como objetivo analisar as percepções de jovens usuários em relação a um grupo de fatores de atratividade presentes em um shopping center da cidade de Natal. A pesquisa foi realizada com uma amostra de 829 clientes, estudantes universitários, envolvendo 37 fatores dentre aqueles considerados mais importantes na literatura. O questionário aplicado permitiu coletar dados sobre a percepção dos usuários em relação à importância dos atributos e ao desempenho dos dois shoppings mais freqüentados. Os fatores foram hierarquizados segundo sua importância. Com base na matriz de importância x desempenho, realizou-se uma análise comparativa, identificando diferenciais competitivos entre os empreendimentos avaliados. Ao final, mediante uma análise fatorial, as variáveis foram condensadas em um número menor de dimensões explicativas do fenômeno.
Resumo Inglês:
This paper analyses the attractiveness factors of shopping malls from young shoppers’ perspective. The study was carried out through a survey of 829 customers, college students, in Natal, Brazil. Questionnaires were applied to collect data on users' perceptions regarding the importance of the attributes and performance of the two busiest shopping malls. The factors were ranked according to their importance. Based on importance performance matrix, is carried out a comparative analysis, identifying competitive advantages among the malls evaluated. In the end, by a factor analysis, variables were condensed into a smaller number of explanatory dimensions of the phenomenon. Results confirmed the existence of important gaps between customers’ expectations and the level of service offered by shopping centers.
Citação ABNT:
CAMPOS, D. F.; LUNDBERG, F. A. C. Satisfação e atratividade: como o público jovem avalia os shopping centers. RAUnP - Revista Eletrônica do Mestrado Profissional em Administração da Universidade Potiguar, v. 5, n. 2, p. 79-97, 2013.
Citação APA:
Campos, D. F., & Lundberg, F. A. C. (2013). Satisfação e atratividade: como o público jovem avalia os shopping centers. RAUnP - Revista Eletrônica do Mestrado Profissional em Administração da Universidade Potiguar, 5(2), 79-97.
Link Permanente:
http://www.spell.org.br/documentos/ver/10567/satisfacao-e-atratividade--como-o-publico-jovem-avalia-os-shopping-centers/i/pt-br
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