Determinante i efekti reputacije maloprodavca: Rezultati iz privrede u razvoju
Sažetak
Koncept korporativna reputacija predmet je značajne pažnje u akademskim i poslovnim krugovima poslednjih godina. Pažnja istraživača uglavnom je fokusirana na implikacije dobre korporativne reputacije, dok su njene determinante ostale mahom neistražene. Većina prethodnih istraživanja realizovana je na teritoriji SAD-a i Zapadne Evrope, dok su uslužne delatnosti u zemljama u razvoju do sada nedovoljno istražene. U nameri da se popuni pomenuti gep u marketinškoj literaturi, cilj ovog istraživanje je predložiti i empirijski ispitati model reputacije maloprodavca, uključivanjem pomenutog koncepta u okvir ustanovljenih veza među ključnim konceptima evaluacije usluga. Konceptualni model je testiran na uzorku korisnika usluga maloprodaje u Srbiji, sa dominantnim učešćem prehrambenog asortimana, primenom modelovanja pomoću strukturnih jednačina. Rezultati istraživanja ukazuju na značajan uticaj kvaliteta usluga i vrednosti na reputaciju maloprodavca i direktan uticaj reputacije na lojalnost potrošača. U radu su razmotrena ograničenja i navedene smernice za dalja istraživanja.
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