Neighborhood retailing and local competitive advantage: the mediating role of residents' quality of life perceptions
(A2023-113936)

AUTHORS

Arthur Sarcinelli, São Paulo School of Business Administration; MARCELO BRANDAO, Federal University of Espírito Santo; Delane Botelho, EAESP, Fundacao Getulio Vargas, FGV/SP

ABSTRACT

Traditional retail models face a need for adaptation arising from constant technological innovations applied to the retail market, adverse macroeconomic events on a global scale, and changes in consumer behavior. Therefore, it is argued that the increase in the attractiveness of a brick-and-mortar retail agglomeration results from the application of well-designed services focused on improving the perceived quality of life of their locality. Results from a survey applied with customers and residents of Brazilian neighborhood street retail clusters indicate that quality of life is a mechanism that best explains the impact of service delivery on conglomerate competitive advantage, meaning that quality of life positively and directly mediates the relationship between service strategies and competitive advantage.