Перцепирани квалитет традиционалних продавница прехрамбених производа: задовољство ценом, поверење, квалитет услуге, практичност и локација
Sažetak
Перцепирани квалитет представља кључни фактор који утиче на намеру куповине. Ипак, утилитарни, једнодимензионални модел показује се као неадекватан, има одступајуће вредности у перцепцији и занемарује емоционалне димензије. У циљу испитивања истовремених ефеката задовољства ценом, поверења, услуге, практичности и локације на перцепирани квалитет домаћинстава у традиционалним продавницама прехрамбених производа, истраживање је користило мултидимензионални концепт. Примењен је метод мешовитих истраживања на узорку од 183 домаћинства, користећи непробабилистичко узорковање и алат SmartPLS. Модел парцијалних најмањих квадрата примењен је за процену узрочно-последичних односа између задовољства ценом, поверења, квалитета услуге, практичности и локације на перцепирани квалитет, ослањајући се на теорију коришћења сигнала кроз мултидимензионални приступ. Перцепција домаћинстава о квалитету показује највећу позитивну повезаност са растућим квалитетом услуге, затим следе локација, задовољство ценом и поверење. Међутим, услед репутације и поверења у продавницу, практичност губи на значају. Најважнији елементи квалитета услуге, задовољства ценом, поверења, локације и практичности јесу редом: опипљивост услуге, поверење у цене, кредибилитет, приступачност локације јавним превозом и лакоћа употребе. Утицај квалитета услуге на задовољство ценом је значајан, док је његов утицај на перцепирани квалитет веома мали. Перцепирани квалитет је у великој мери под утицајем задовољства ценом, поверења, практичности, локације и квалитета услуге.
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