Abstract Purpose This study aims to understand customer’s assessments of neighborhood stores during the COVID-19 pandemic through the influence of in-store environmental factors on patronage intention. Design/methodology/approach Online survey with 528 participants about the last shopping trip in neighborhood retail. The authors performed data analysis using structural equation modeling techniques. Findings High-perceived spatial crowding negatively influences shopping experience value perceptions, while human crowding influences patronage intentions through increased perceived hedonic value. Research limitations/implications Results suggest that purchase experience at well-known neighborhood stores during a sanitary crisis is becoming less convenience-oriented and a substitute for leisure activities due to social distancing. Practical implications The findings elucidate the social function of neighborhood convenience retailing during the COVID-19 pandemic. The results emphasize that a pleasant shopping experience arising from a good relationship with shopkeepers and other customers is more influential on patronage intention than a good product assortment and store layout. Social implications This paper contributes to the survival of small neighborhood businesses during the financial crisis installed due to Covid-19 by helping businesses become more attractive to their consumers and competitive in the new context. Originality/value The combined context of the health crisis due to COVID-19 and neighborhood retail of an emerging country raises the need for tests to better understand established marketing theories. Based on this rationale, this work intends to replicate and extend selected previous findings to the new environment dictated by the pandemic.

Resumo O presente artigo visa compreender como que a percepção de valor no contexto de e-commerce turístico influencia na intenção de compra de forma indireta, dado que a confiança e atitude do consumidor impactam no seu comportamento online. O modelo teórico utilizado foi inspirado nos antecedentes da confiança por Beldad, De Jong e Steehouder (2010a), no modelo de confiança em agências de turismo online (Agag & El-masry, 2017), no modelo de aceitação tecnológica (TAM) e na teoria da ação racional (TAR), aplicado ao contexto de varejo de serviços de turismo. Os resultados, por sua vez, confirmam a mediação da atitude na relação entre confiança e intenção de compra, consistente com os números de mercados de países com baixa educação para o uso da internet e problemas de segurança para transações online. Os resultados também possibilitaram propor a mensuração da percepção de valor que considera dimensões da aceitação tecnológica. Assim, o impacto do construto confiança na intenção de compra é melhor explicado pelo caminho indireto via atitude. Logo, indivíduos que confiam no website de agências de turismo online possuem maiores intenções de contratar serviços nesse ambiente de loja virtual quando possuem atitudes positivas perante ao referido contexto de varejo.

Abstract This article aims to understand how the perception of value in an online tourism setting influences the purchase intention indirectly, given that consumer confidence and attitude impact on their online behavior. The theoretical model used was inspired by the background of trust by Beldad, De Jong and Steehouder (2010a), in the trust model in online travel agencies (Agag & El-masry, 2017), in the technological acceptance model (TAM) and in the theory of rational action (TAR), applied to the retail context of tourism services. The results confirm the mediation of the attitude in the relationship between trust and purchase intention, consistent with the numbers of markets in countries with low education for Internet use and security problems for online transactions. The results also made it possible to propose the measurement of the perception of value that considers dimensions of technological acceptance, which is convenient when dealing with consumers' online behavior. Thus, the impact of the trust construct on the purchase intention is best explained by the indirect path via attitude. Therefore, individuals who trust the website of online travel agencies have greater intentions to hire services in this virtual store environment when they have positive attitudes towards the aforementioned retail contexto.

Resumen Este artículo tiene como objetivo comprender cómo la percepción de valor en el contexto del comercio electrónico turístico influye indirectamente en la intención de compra, dado que la confianza y la actitud del consumidor impactan su comportamiento online. El modelo teórico utilizado se inspiró en los antecedentes de confianza de Beldad, De Jong y Steehouder (2010a), el modelo de confianza en las agencias de viajes online (Agag & El-masry, 2017), el modelo de aceptación tecnológica (TAM) y la teoría de la acción racional (TAR), aplicada al contexto de servicios turísticos. Los resultados confirman la mediación de la actitud en la relación entre la confianza y la intención de compra, consistente con el número de mercados en países con baja educación para el uso de Internet y problemas de seguridad online. Los resultados también permitieron proponer medición de la percepción del valor, considerando las dimensiones de la aceptación tecnológica. De esta manera, las personas que confían en el sitio web de las agencias de viajes tienen mayores intenciones de contratar servicios en este entorno de tienda virtual cuando tienen actitudes positivas a la luz del contexto mencionado anteriormente.

RESUMO O presente trabalho propõe um modelo teórico para testar o relacionamento entre as Customer Analytics Capabilities e a orientação para o mercado com o desempenho organizacional, abarcando as capacidades de Marketing como um mecanismo mediador moderado pelo dinamismo ambiental. A contribuição principal do artigo está no teste dessa mediação em diferentes tipos de indústrias no Brasil, utilizando o software SmartPLS para modelagem de equações estruturais e o IBM SPSS com a macro PROCESS para aprofundamento do conhecimento acerca do fenômeno estudado. Os resultados confirmam a mediação moderada, porém mostram comportamentos diferentes sobre o efeito direto das Customer Analytics Capabilities e da Orientação ao Mercado, o que sugere estudos futuros. Este trabalho dá suporte a um melhor entendimento de alguns dos diversos tipos de capacidades dinâmicas e propõe uma nova e adaptável Customer Analytics Capabilities, que é a inserção final do conceito de Analytics nas disciplinas de Marketing e Estratégia.

ABSTRACT A theoretical model is proposed to test the relationship between Customer Analytics Capabilities and Market Orientation with Organizational Performance, encompassing Marketing Capabilities as a mediator mechanism moderated by Environmental Dynamism. Its contribution lies in the test of this mediation in different types of industries in Brazil, by using SmartPLS software for structural equation modeling (SEM) and IBM SPSS with PROCESS macro for more in-depth insights. The results confirm the moderated mediation but show different behaviors about the direct effect for Customer Analytics Capabilities and Market Orientation, which suggest future studies. The study supports a better understanding of some of the diverse capabilities types and proposes an adaptive new one, Customer Analytics Capabilities, which is the final insertion of the Analytics concept in Marketing and Strategy disciplines.