The quality of service and familiarity with the brand in the Market Circolo of Chaclacayo district, Lima 2017
The objective of this research is to determine the association between the quality of the service and the familiarity with the brand in the clients of the Market Circolo of Chaclacayo, Lima. This work develops a correlational study with a non-experimental cross-sectional design. 200 clients particip...
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| Publicado en: | Revista de Investigación Valor Agregado |
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| Autores principales: | , , |
| Formato: | Artículo de revista |
| Lenguaje: | español |
| Publicado: |
Universidad Peruana Unión
2020
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| _version_ | 1881695120750804992 |
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| author | Benites Martínez, Josué Córdova Marcelo, José Luis Burgos Chávez, Santos Víctor |
| author_browse | Benites Martínez, Josué Burgos Chávez, Santos Víctor Córdova Marcelo, José Luis |
| author_facet | Benites Martínez, Josué Córdova Marcelo, José Luis Burgos Chávez, Santos Víctor |
| author_sort | Benites Martínez, Josué |
| collection | Revistas |
| container_title | Revista de Investigación Valor Agregado |
| description | The objective of this research is to determine the association between the quality of the service and the familiarity with the brand in the clients of the Market Circolo of Chaclacayo, Lima. This work develops a correlational study with a non-experimental cross-sectional design. 200 clients participated in the study, calculated from an average daily population of 900 buyers. To measure the quality of the service: reliability, physical evidence, personal interaction and policies, the Calsuper (quality of service in supermarkets) created by Vázquez, Rodríguez, and Diaz (1996), and the Brand Trust Scale instrument of Gurviez and Korchia were used. (2003a) to measure the familiarity with the brand: credibility, integrity, benevolence and commitment, both instruments value the responses on the Likert scale. The results through Spearman›s Rho test demonstrate that there is an association between quality of service and familiarity with the brand, obtaining a coefficient of 0.622 (p-value 0.000). Between quality of service and credibility dimension, a coefficient of 0.582 (p-value 0.000); likewise, between the quality of the service and the integrity dimension, a coefficient of 0.505 (p-value 0.000); also between the quality of the service and the benevolence dimension, a coefficient of 0.487 (p-value 0.000); finally, between the quality of the service and the commitment dimension, a coefficient of 0.524 (p-value 0.000). It is concluded that the quality of the service is significantly associated with familiarity with the brand and its respective dimensions. It is concluded that at higher levels of service quality, customers manifest greater familiarity with the brand, that is, familiarity with the brand is determined by the level of service quality. |
| format | Online |
| id | oai:riva.upeu.edu.pe:article/1273 |
| institution | UPeU |
| issn | 2413-5836 2410-1168 |
| language | Spanish |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | Universidad Peruana Unión |
| publisherStr | Universidad Peruana Unión |
| record_format | ojs |
| revista_str_mv | Revista de Investigación Valor Agregado |
| spelling | oai:riva.upeu.edu.pe:article/12732020-12-15T15:31:08Z The quality of service and familiarity with the brand in the Market Circolo of Chaclacayo district, Lima 2017 La calidad del servicio y la familiaridad con la marca en el Market Circolo del distrito de Chaclacayo, Lima 2017 Benites Martínez, Josué Córdova Marcelo, José Luis Burgos Chávez, Santos Víctor Calidad del servicio, familiaridad con la marca, Credibilidad, Integridad, Benevolencia, Compromiso Service quality, Brand familiarity, credibility, integrity, benevolence, commitment The objective of this research is to determine the association between the quality of the service and the familiarity with the brand in the clients of the Market Circolo of Chaclacayo, Lima. This work develops a correlational study with a non-experimental cross-sectional design. 200 clients participated in the study, calculated from an average daily population of 900 buyers. To measure the quality of the service: reliability, physical evidence, personal interaction and policies, the Calsuper (quality of service in supermarkets) created by Vázquez, Rodríguez, and Diaz (1996), and the Brand Trust Scale instrument of Gurviez and Korchia were used. (2003a) to measure the familiarity with the brand: credibility, integrity, benevolence and commitment, both instruments value the responses on the Likert scale. The results through Spearman›s Rho test demonstrate that there is an association between quality of service and familiarity with the brand, obtaining a coefficient of 0.622 (p-value 0.000). Between quality of service and credibility dimension, a coefficient of 0.582 (p-value 0.000); likewise, between the quality of the service and the integrity dimension, a coefficient of 0.505 (p-value 0.000); also between the quality of the service and the benevolence dimension, a coefficient of 0.487 (p-value 0.000); finally, between the quality of the service and the commitment dimension, a coefficient of 0.524 (p-value 0.000). It is concluded that the quality of the service is significantly associated with familiarity with the brand and its respective dimensions. It is concluded that at higher levels of service quality, customers manifest greater familiarity with the brand, that is, familiarity with the brand is determined by the level of service quality. El objetivo de esta investigación es determinar la asociación entre la calidad del servicio y la familiaridad con la marca en los clientes del Market Circolo de Chaclacayo, Lima. Este trabajo desarrolla un estudio correlacional con un diseño no experimental de corte transversal. Participaron en el estudio 200 clientes, calculado de una población promedio diaria de 900 compradores. Para medir la calidad del servicio: fiabilidad, evidencias físicas, interacción personal y políticas, se utilizó el Calsuper, y el instrumento Brand Trust Scale para medir la familiaridad con la marca: credibilidad, integridad, benevolencia y compromiso, ambos instrumentos valoran las respuestas en la escala de Likert. Los resultados, mediante la prueba Rho de Spearman, demuestran que existe asociación entre la calidad del servicio y la familiaridad con la marca, obteniéndose un coeficiente de 0.622 (p valor 0.000). Entre calidad del servicio y las dimensiones credibilidad (0.582); integridad (0.505) benevolencia (0.487); finalmente la dimensión compromiso (0.524). Se concluye que a mayores niveles de calidad del servicio, los clientes manifiestan mayor familiaridad con la marca, es decir que la familiaridad con la marca está determinada por el nivel de calidad del servicio. Universidad Peruana Unión 2020-03-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html https://riva.upeu.edu.pe/index.php/ri_va/article/view/1273 10.17162/riva.v4i1.1273 Revista de Investigación Valor Agregado; Vol. 4 Núm. 1 (2017): Revista Científica Valor Agregado; 61 - 74 2413-5836 2410-1168 spa https://riva.upeu.edu.pe/index.php/ri_va/article/view/1273/1616 https://riva.upeu.edu.pe/index.php/ri_va/article/view/1273/1771 Derechos de autor 2020 Revista de Investigación Valor Agregado |
| spellingShingle | Calidad del servicio, familiaridad con la marca, Credibilidad, Integridad, Benevolencia, Compromiso Service quality, Brand familiarity, credibility, integrity, benevolence, commitment Benites Martínez, Josué Córdova Marcelo, José Luis Burgos Chávez, Santos Víctor The quality of service and familiarity with the brand in the Market Circolo of Chaclacayo district, Lima 2017 |
| title | The quality of service and familiarity with the brand in the Market Circolo of Chaclacayo district, Lima 2017 |
| title_alt | La calidad del servicio y la familiaridad con la marca en el Market Circolo del distrito de Chaclacayo, Lima 2017 |
| title_full | The quality of service and familiarity with the brand in the Market Circolo of Chaclacayo district, Lima 2017 |
| title_fullStr | The quality of service and familiarity with the brand in the Market Circolo of Chaclacayo district, Lima 2017 |
| title_full_unstemmed | The quality of service and familiarity with the brand in the Market Circolo of Chaclacayo district, Lima 2017 |
| title_short | The quality of service and familiarity with the brand in the Market Circolo of Chaclacayo district, Lima 2017 |
| title_sort | quality of service and familiarity with the brand in the market circolo of chaclacayo district lima 2017 |
| topic | Calidad del servicio, familiaridad con la marca, Credibilidad, Integridad, Benevolencia, Compromiso Service quality, Brand familiarity, credibility, integrity, benevolence, commitment |
| topic_facet | Calidad del servicio, familiaridad con la marca, Credibilidad, Integridad, Benevolencia, Compromiso Service quality, Brand familiarity, credibility, integrity, benevolence, commitment |
| url | https://riva.upeu.edu.pe/index.php/ri_va/article/view/1273 |
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