O PAPEL DA SIMILARIDADE PERCEBIDA NO COMPORTAMENTO DO CONSUMIDOR: UM ESTUDO EM BARBEARIAS CONCEITO

Matheus Lôbo Trigueiro, Edvan Cruz Aguiar, Manoela Costa Policarpo

Resumo


O artigo investiga o papel da similaridade percebida nas atitudes do consumidor para com os outros clientes, o varejista e sua experiência de compra em barbearias conceito. A partir da Teoria do Impacto Social e do Paradigma Similaridade-Atração, um modelo conceitual foi proposto e validado empiricamente por meio da aplicação de um survey junto a 175 clientes e uso de modelagem de equações estruturais. Os achados evidenciam que a identificação do consumidor para com os outros clientes contribui para a uma maior interação entre eles, impactando positivamente na imagem da empresa que disponibilzia o serviço e na satisfação com a experiência de consumo. Neste sentido, a pesquisa sugere a existência de efeito indireto da similaridade percebida na imagem da empresa e na satisção com a experiência de consumo por meio das interações sociais, ressaltando a pertiência da dimensão social em ambientes físicos de consumo. O estudo traz contribuições acadêmicas e gerenciais na medida em que consubstancia a relevância que a dimensão social assume em embientes varejistas de serviços, em especial barbearias conceito. Logo, estratégias de comunicação e segmentação podem ajudar na atração e fidelização de clientes.

Palavras-chave


similaridade percebida; interação social; experiência de consumo; barbearias conceito.

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Referências


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DOI: https://doi.org/10.6034/rmpe.v17i1.1577

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