THE RELATIONSHIP BETWEEN PRICING CAPABILITIES AND THE RETAILER PERFORMANCE
The aim of this study was to verify the relationship between pricing capabilities and retailer performance. We conducted a survey with 333 retailers. We used structural analysis to evaluate the relationships between paths. The results of this study indicate that the retailer prices based on customer...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2016 |
| País: | Brasil |
| Institución: | Universidade do Sul de Santa Catarina (UNISUL) |
| Repositorio: | Revista Eletrônica de Estratégia e Negócios |
| Idioma: | portugués |
| OAI Identifier: | oai:portaldeperiodicos.animaeducacao.com.br:article/3434 |
| Acceso en línea: | https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/3434 |
| Access Level: | acceso abierto |
| Palabra clave: | Marketing Retail Pricing Capabilities Performance. Tienda Capacidades de fijación de precios Rendimiento. Varejo Capacidades de Precificação Desempenho. |
| Sumario: | The aim of this study was to verify the relationship between pricing capabilities and retailer performance. We conducted a survey with 333 retailers. We used structural analysis to evaluate the relationships between paths. The results of this study indicate that the retailer prices based on customer expectations and prices based on competitive market conditions have a positive and significant relationship with the pricing capability, which in turn has a positive and significant relationship with retailer performance. |
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