Abstract

ALVAREZ GUALE, Raúl  and  VILLACRES BELTRAN, Fabián. Personal interaction and its effect on the purchase decision. Retos [online]. 2017, vol.7, n.13, pp.137-151. ISSN 1390-8618.  https://doi.org/10.17163/ret.n13.2017.05.

This research attempts to answer the question about the level of relationship between personal interaction, based on the quality of service, and the purchase decision of consumers in supermarkets in the city of Guayaquil, raising overall objective determination of the relation of both variables. In addition other objectives that seek to determine the influence of this personal interaction with the process and buying behavior of consumers arise. By applying a 30-question survey and a correlational-explanatory analysis, we obtain Kendall’s Tau b coefficients in the variables and study dimensions analyzed in the 4 most important comisariat chains by volume of sales in the city of Guayaquil ( Ecuador), those are: Almacenes TIA, Mi Comisariato, Aki y Gran AKI, and the supermarket chains Supermaxi-Megamaxi. Important influences that describe a relationship between personal interaction with the purchase decision are shown and in the context of the process and buying behavior of consumers. The most relevant conclusions found in this study refer to the acceptance of the hypotheses, since in each of the cases studied, the p values of bilateral significance are less than 5%.

Keywords : Services; consumers; behavior; consumer behavior; quality; interaction.

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