Fatores ambientais de loja e o comportamento do consumidor no varejo farmacêutico.

Abstract

This work is a study conducted in a retail network in the pharmaceutical sector, located in the city of Campina Grande - Paraíba, with the objective of analyzing how store environmental factors relate to consumer loyalty in pharmaceutical retail. A quantitative descriptive research was conducted, using the survey method, obtaining a total of 93 valid responses. Through the results obtained, it was possible to visualize the existing correlations between loyalty, atmosphere, experience, and the quality of products and services. All variables are interconnected in a moderate way, with experience being the one that showed the most positive and significant effect on customer loyalty, but the correlations show that loyalty is the result of a combination of these factors. The importance and relevance of the pertinent subject, although vital for commercial success, has been relatively underexplored in academic literature. Aiming to fill this existing gap, the proposal of this research is to provide valuable insights for managers and retail planners, emphasizing the importance of creating more pleasant and effective store environments.