The quality of service and familiarity with the brand in the Market Circolo of Chaclacayo district, Lima 2017

Abstract

The objective of this research is to determine the association between the quality of the service and the familiarity with the brand in the clients of the Market Circolo of Chaclacayo, Lima. This work develops a correlational study with a non-experimental cross-sectional design. 200 clients participated in the study, calculated from an average daily population of 900 buyers. To measure the quality of the service: reliability, physical evidence, personal interaction and policies, the Calsuper (quality of service in supermarkets) created by Vázquez, Rodríguez, and Diaz (1996), and the Brand Trust Scale instrument of Gurviez and Korchia were used. (2003a) to measure the familiarity with the brand: credibility, integrity, benevolence and commitment, both instruments value the responses on the Likert scale. The results through Spearman›s Rho test demonstrate that there is an association between quality of service and familiarity with the brand, obtaining a coefficient of 0.622 (p-value 0.000). Between quality of service and credibility dimension, a coefficient of 0.582 (p-value 0.000); likewise, between the quality of the service and the integrity dimension, a coefficient of 0.505 (p-value 0.000); also between the quality of the service and the benevolence dimension, a coefficient of 0.487 (p-value 0.000); finally, between the quality of the service and the commitment dimension, a coefficient of 0.524 (p-value 0.000). It is concluded that the quality of the service is significantly associated with familiarity with the brand and its respective dimensions. It is concluded that at higher levels of service quality, customers manifest greater familiarity with the brand, that is, familiarity with the brand is determined by the level of service quality.