The present paper analyzed the influence of ethically minded consumer behavior on retailer’s commitment to sustainable development as perceived by the consumer, and their contribution to the chain of relationships “store equity–loyalty–word of mouth communication”, in the context of retailing. Responses from 317 hypermarket customers in Ecuador were analyzed. The model was estimated using the partial least squares technique. The results show the sustainable development actions implemented by retailers, together with perceived value, contribute significantly to store equity creation, which explains customer loyalty and, ultimately, positive word-of-mouth communication. However, the most concerned consumers of ethical aspects value the retailer’s efforts towards sustainability to a lesser extent. The findings of this research allow developing a series of implications for the managers of these establishments.
PurposeThe present research aims to analyse the retailer's commitment to sustainable development (RCSD) perceived by the consumers and how it contributes to store equity creation through image, perceived quality and loyalty.Design/methodology/approachA primary research was conducted through a structured questionnaire to analyse the relationships between the variables included in the proposed model. The fieldwork was conducted in 2019, obtaining responses from 617 retail consumers from four cities in Ecuador – Quito, Guayaquil, Cuenca and Machala – obtained. A structural equation model is estimated with the partial least squares technique.FindingsThere is evidence in favour of the contribution of sustainability to store equity. The positive influence of RCSD on perceived quality and the impact of the latter, together with store image, contribute to loyalty, which emerges as a critical construct in building store equity.Research limitations/implicationsSome limitations of the present study – geographic scope limited to Ecuador, analyses restricted to food retailers and pre-COVID-19 data collection – may open new research opportunities replicating the study in other regions for other retail activities and in the post pandemic context.Practical implicationsThe retailer's actions demonstrate a commitment to economic, social and environmental sustainability. As a result of this, the establishment's perceived quality improves, which is of interest to academics and retail management professionals.Originality/valueThe present research provides evidence on the chain of effects that explains the positive contribution of RCSD to store equity creation in grocery retailing.
El objetivo de este trabajo fue analizar la incidencia del desarrollo sostenible sobre la cadena de efectos: valor percibido - capital de marca - lealtad. Para ello, se propone un modelo teórico de relaciones que se contrasta a partir de una muestra de 317 clientes de hipermercados en Ecuador. Los resultados, aplicando una metodología exploratoria y confirmatoria, combinada con regresión por mínimos cuadrados parciales, mostraron que tanto las acciones de desarrollo sostenible como el valor percibido son pilares maestros sobre los que se puede apoyar la estrategia minorista. Ambas se muestran como variables clave por su naturaleza, en cuanto son multidimensionales, y por su alcance, al permitir construir la lealtad del consumidor hacia el hipermercado a través de su capital de marca.
La investigación estudia el comportamiento del consumidor online y los cambios significativos que ha experimentado frente a la decisión de compra, el objetivo de la investigación es analizar el comportamiento del consumidor online, y cuáles son los factores que influyen en su decisión de compra. A través de una metodología de enfoque cuantitativo, utilizando el instrumento de la encuesta, se aplicaron 271 encuestas a consumidores de restaurantes, Para el análisis de los resultados se utiliza los programas estadísticos SPSS y Smart PLS SEM 3.0. Los resultados apuntan a que las variables actividades de marketing en redes sociales, confianza y sostenibilidad tienen un efecto positivo en el comportamiento del consumidor online, por ende, se puede determinar que el comportamiento del consumidor influye en la decisión de compra; es decir las hipótesis planteadas en la investigación fueron aceptadas en su totalidad. Los resultados también brindan herramientas importantes al sector comercial y académico.
RESUMENObjetivo: conocer la opinión de los profesionales e internos de enfermería sobre la importancia de las competencias de egreso en la formación de estudiantes para la práctica profesional en la Escuela de Enfermería de la Universidad Mayor de Chile, en el 2008. Método: estudio descriptivo de tipo transversal; la recolección de datos se efectuó mediante una encuesta autoadministrada en dos grupos: internos y profesionales de enfermería. Para el análisis de datos se utilizó estadística descriptiva. En los resultados se observa que los grupos encuestados aprecian que las competencias asistencial, general, educativa y de sello son "muy importantes para el desarrollo profesional"; sin embargo, el grado de importancia varía dependiendo de la función que ejercen los encuestados. Conclusión: la presente investigación permite validar, por parte de los egresados y profesionales, las competencias adquiridas por los estudiantes durante su formación universitaria, las cuales responden a las exigencias laborales y permiten la integración de los profesionales a la gestión académica. PALABRAS CLAVECompetencias, evaluación, enfermeros, educación (Fuente: DeCS, Bireme). The Importance of Expert Knowledge in Nursing EducationABSTRACT Objective: The study was designed to find out how nursing professionals and interns at the Universidad Mayor de Chile Nursing School in 2008 felt about the importance of professional competences in training students for professional practice. Method: The authors performed a cross-sectional descriptive study. Data collection was done through a self-administered survey among two groups: interns and nurses. Descriptive statistics were used for data analysis. The results show the groups surveyed appreciate the fact that care-giving, general, educational and hallmark competences are "very important for professional development". However, the degree of importance
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