Quality of service and consumer behavior of clothing in Peru: A look from digital advertising

Huamán J.C.V.; Alberto M.N.M.; Cavero F.R.L.; Soto C.E.G.; Ñaño S.I.C. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2022)

Resumen

The quality of the service is influenced by a variety of factors that are linked to the territory and the business dynamics with which companies and the market behave. The objective was to analyze the relationship between the quality of service and the behavior of the clothing consumer of store No. 7, in the Polvos Azules market, Barranca Peru during the year 2019, that is, before the pandemic. The research was correlational, non-experimental, cross-sectional, the population is infinite and is made up of consumers, the sample is made up of 154 consumers, the techniques applied are the survey and documentary analysis, and the instrument applied was the questionnaire. Among other results achieved, the significance (p= 0.000) and correlation coefficient (rs= 0.605) are found, determining that the quality of the service is considerably related to the behavior of the consumer, this means that when the variable quality of service increases, the same happens with the consumer behavior variable and digital advertising affects the relationship.

Instituciones: Universidad Nacional de Trujillo; Universidad Nacional de Cañete; Universidad Nacional de Barranca