Valor de compra hed？nico ou utilitário e sua influência no varejo: resultados de um survey no setor de constru？？o civil

this article analyzes the relationship between hedonic and utility purchase values, satisfaction, word-of-mouth and intention to repurchase through a model developed for this purpose. the study was motivated by the growing debate about the influence of the store environment on customer satisfaction. the hypotheses were tested through a survey of 400 interviews with buyers at a chain store of building materials in the state capital. the results indicated that the purchase price of utility positively influenced all outcome variables and the hedonic retail purchase price influenced only word-of-mouth and repurchase intention. the influence of the purchase utility on satisfaction, word-of-mouth and intention to repurchase was greater than the influence of the hedonic value of purchases. these findings may indicate, though not guarantee, that a good variety, ready availability of goods, good location, opening times and competitive prices result in satisfied and loyal customer.