TY - JOUR
T1 - PRICING STRATEGY
T2 - KEY TO CUSTOMER SATISFACTION IN HARDWARE RETAIL STORES
AU - Ezcurra-Zavaleta, Ghenkis A.
AU - Infante-Carrasco, Emily J.
AU - Reyes, Victor Manuel
AU - Hernandez, Ronald M.
AU - Silva, José
AU - Saavedra-Lopez, Miguel A.
N1 - Publisher Copyright:
© 2023, Centro Universitario Curitiba - UNICURITIBA. All rights reserved.
PY - 2023/4/1
Y1 - 2023/4/1
N2 - Currently, the retail trade develops various marketing strategies to reach customers, such as competitive prices, promotions and quality in customer service. The objective of the research was to determine the relationship between price strategy and customer satisfaction in retail hardware stores in northern Peru. A survey was applied to 433 customers, and structural equation modeling was used to demonstrate the proposed model based on cost pricing theory and perceived value. The results indicated that the pricing strategy based on competitive pricing, customer segmentation and promotions results in higher customer satisfaction in retail hardware stores. It is concluded that the results obtained can serve as a basis for retailers to adjust and optimize their pricing strategies in order to generate higher levels of customer satisfaction.
AB - Currently, the retail trade develops various marketing strategies to reach customers, such as competitive prices, promotions and quality in customer service. The objective of the research was to determine the relationship between price strategy and customer satisfaction in retail hardware stores in northern Peru. A survey was applied to 433 customers, and structural equation modeling was used to demonstrate the proposed model based on cost pricing theory and perceived value. The results indicated that the pricing strategy based on competitive pricing, customer segmentation and promotions results in higher customer satisfaction in retail hardware stores. It is concluded that the results obtained can serve as a basis for retailers to adjust and optimize their pricing strategies in order to generate higher levels of customer satisfaction.
KW - Pricing strategies
KW - customer satisfaction
KW - customer segmentation
KW - promotions
UR - http://www.scopus.com/inward/record.url?scp=85182629010&partnerID=8YFLogxK
U2 - 10.21902/Revrima.v2i40.6448
DO - 10.21902/Revrima.v2i40.6448
M3 - Artículo
AN - SCOPUS:85182629010
SN - 2316-2880
VL - 2
JO - Relacoes Internacionais no Mundo Atual
JF - Relacoes Internacionais no Mundo Atual
IS - 40
M1 - e-6448
ER -