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Construcción y validación inicial de una escala para medir la personalidad de los establecimientos comerciales

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  • Gemma García Ferrer
  • Carmen García García
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    Abstract

    La personalidad de tienda es importante para seleccionar la mejor estrategia de marketing. El papel estratégico de estas características simbólicas, rasgos humanos, que pueden ser atribuidas a las tiendas ha quedado empíricamente demostrado en lo que se refiere a satisfacción percibida de los clientes (Chun y Davies, 2006), así como al comportamiento leal hacia el establecimiento (Zentes, Morschett y Schramm-Klein, 2008). A pesar de la reconocida relevancia del problema, actualmente no disponemos de un instrumento para medir este constructo. Este trabajo describe la investigación inicial llevada a cabo para desarrollar una escala para medir la personalidad de los establecimientos comerciales.

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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/0000_dkvmskjjzr_Docfradis_2013_05.pdf
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    Bibliographic Info

    Paper provided by Catedra Fundación Ramón Areces de Distribución Comercial in its series DOCFRADIS Working Papers with number 1305.

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    Length: 30
    Date of creation: Mar 2013
    Date of revision: Mar 2013
    Publication status: published
    Handle: RePEc:ovr:docfra:1305

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    Keywords: Personalidad de tiendas; Estrategia de marketing; Satisfacción percibida de los clientes; Comportamiento leal hacia el establecimiento; Desarrollo de una escala;

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