PRICING STRATEGY: KEY TO CUSTOMER SATISFACTION IN HARDWARE RETAIL STORES

Ghenkis A. Ezcurra-Zavaleta, Emily J. Infante-Carrasco, Victor Manuel Reyes, Ronald M. Hernandez, José Silva, Miguel A. Saavedra-Lopez

Resumen


Currently, the retail trade develops various marketing strategies to reach customers, such as competitive prices, promotions and quality in customer service. The objective of the research was to determine the relationship between price strategy and customer satisfaction in retail hardware stores in northern Peru. A survey was applied to 433 customers, and structural equation modeling was used to demonstrate the proposed model based on cost pricing theory and perceived value. The results indicated that the pricing strategy based on competitive pricing, customer segmentation and promotions results in higher customer satisfaction in retail hardware stores. It is concluded that the results obtained can serve as a basis for retailers to adjust and optimize their pricing strategies in order to generate higher levels of customer satisfaction.


Palabras clave


Pricing strategies; customer satisfaction; customer segmentation; promotions

Texto completo:

PDF (English)

Referencias


Abdullah, M. I., Huang, D., Sarfraz, M., Naseer, J., & Sadiq, M. W. (2021). Signifying the relationship between counterproductive work behavior and firm's performance: the mediating role of organizational culture. Business Process Management Journal, 27(6), 1892-1911. https://doi.org/10.1108/BPMJ-12-2020-0546.

Abo_Dalbouh, M. A. (2017). Applied pricing strategies in Jordanian medicine scoter and there effects on customer satisfaction (view point of mangers). Archives of Business Research, 5(2). https://doi.org/10.14738/abr.52.2601. https://doi.org/10.14738/abr.52.2601

Amoako, G. K. (2022). Customer Satisfaction: Role of Customer Service, Innovation, and Price in the Laundry Industry in Ghana. Journal of African Business, 23(1), 146-164. https://doi.org/10.1080/15228916.2020.1826855

Andersen, E. (1996). Customer Satisfaction and Price Tolerance on JSTOR. https://bit.ly/44sUw5l

Anderson, E. W. (1996). Customer satisfaction and price tolerance. Marketing Letters, 7(3), 265-274. https://doi.org/10.1007/BF00435742.

Arias-Odón, F. (2012). The Research Project (Issues 980-07-8529-9).

Asadi, A., Khazaei Pool, J., & Reza Jalilvand, M. (2014). The effect of perceived price fairness through satisfaction and loyalty on international tourists' price acceptance of Islamic-Iranian art products. Education, Business and Society: Contemporary Middle Eastern Issues, 7(4), 201-215. https://doi.org/10.1108/EBS-10-2013-0045. https://doi.org/10.1108/EBS-10-2013-0045

Back, K.-J., & Parks, S. C. (2003). A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction. Journal of Hospitality & Tourism Research, 27(4), 419-435. https://doi.org/10.1177/10963480030274003

Central Reserve Bank (2022). The construction sector increased 4.2% in October. https://bit.ly/3XBaHf2

Brien, P., Harari, D., Keep, M., & Ward, M. (2022). Economic impact of covid-19 lockdowns. Research Briefing. https://bit.ly/3CS9zdc

Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review, 74(3), 443-462. https://doi.org/10.1108/TR-02-2018-0025

Cavallo, A. (2017). Are online and offline prices similar? Evidence from large multi-channel retailers. American Economic Review, 107(1), 283-303. https://doi.org/10.1257/AER.20160542

Coase, R. H. (1960). The Problem of Social Cost.

Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2

Dapkevičius, A., & Melnikas, B. (2011). Influence of Price and Quality to Customer Satisfaction: Neuromarketing Approach. Mokslas - Lietuvos Ateitis, 1(3), 17-20. https://doi.org/10.3846/144

Daultani, Y., Goyal, K., & Pratap, S. (2020). An Empirical Investigation of the Relationship between Store Attributes and Customer Satisfaction: A Retail Operations Perspective. Operations and Supply Chain Management: An International Journal, 100-110. https://doi.org/10.31387/oscm0440289. https://doi.org/10.31387/oscm0440289

Ebrahimy, E., Igan, D., & Martinez Peria, S. (2020). The Impact of COVID-19 on Inflation: Potential Drivers and Dynamics.

Eichenbaum, M., Rebelo, S., & Trabandt, M. (2020). The Macroeconomics of Epidemics. https://doi.org/10.3386/W26882.

El-Adly, M. I., & Eid, R. (2016). An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consumer Services, 31, 217-227. https://doi.org/10.1016/j.jretconser.2016.04.002

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Garvin, D. (2018). Managing quality : the strategic and competitive edge Enter your location. 2018.

Gavilán, A. (2022). Customer-Centric Strategy, key to growth in 2022. https://ibm.co/3XwNAlA.

Goić, M., Levenier, C., & Montoya, R. (2021). Drivers of customer satisfaction in the grocery retail industry: A longitudinal analysis across store formats. Journal of Retailing and Consumer Services, 60, 102505. https://doi.org/10.1016/j.jretconser.2021.102505.

Hair, J., Black, W., Babin, B., & Anderson, R. (2009). Multivariate Data Analysis (Pearson, Ed.; 7th ed.).

Hinterhuber, A., & Liozu, S. M. (2014). Is innovation in pricing your next source of competitive advantage? Business Horizons, 57(3), 413-423. https://doi.org/10.1016/j.bushor.2014.01.002

Hu, L., & Bentler, P. M. (1999a). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118

Hu, L., & Bentler, P. M. (1999b). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118

Kencana, P. N. (2018). The Effect of Price and Product Quality on Customer Satisfaction. PINISI Discretion Review, 2(1), 53. https://doi.org/10.26858/PDR.V2I1.13230

Kim, W.-H., Cho, J.-L., & Kim, K.-S. (2019). The relationships of wine promotion, customer satisfaction, and behavioral intention: The moderating roles of customers' gender and age. Journal of Hospitality and Tourism Management, 39, 212-218. https://doi.org/10.1016/j.jhtm.2019.03.001.

Kotler, P. T., & Armstrong, G. (2013). Fundamentals of marketing (11th ed.). Pearson.

Kotler, Philip (1972). Marketing management; analysis, planning, and control.

Lagravinese, R., Liberati, P., & Sacchi, A. (2020). Tax buoyancy in OECD countries: New empirical evidence. Journal of Macroeconomics, 63. https://doi.org/10.1016/J.JMACRO.2020.103189. https://doi.org/10.1016/J.JMACRO.2020.103189

Low, W.-S., Lee, J.-D., & Cheng, S.-M. (2013). The link between customer satisfaction and price sensitivity: An investigation of retailing industry in Taiwan. Journal of Retailing and

Consumer Services, 20(1), 1-10. https://doi.org/10.1016/j.jretconser.2012.06.011. https://doi.org/10.1016/j.jretconser.2012.06.011

Madiistriyatno, H., Madiistriyatno, H., & Nurzaman, F. (2020). The Impact of Product Quality and Price on Consumer Satisfaction of PD Jamu Seduh Utama Pamanukan. International Journal of Progressive Sciences and Technologies, 23(2), 739-743. https://doi.org/10.52155/ijpsat.v23.2.2410.

Marshall, A. (1890). Principles of Economic.

Menger, C. (1997). Principles of Political Economy. 379.

Ministry of Production (2023). Boletines Comercio Interno. In Oficina de Estudios Económicos. https://ogeiee.produce.gob.pe/index.php/en/shortcode/oee-documentos-publicaciones/boletines-comercio-interno

Nagle, T. T., & Holden, R. K. (2002). Pricing Strategy and Tactics. A guide to making profitable decisions (Third edition). Pearson Education.

Nilashi, M., Abumalloh, R. A., Alghamdi, A., Minaei-Bidgoli, B., Alsulami, A. A., Thanoon, M., Asadi, S., & Samad, S. (2021). What is the impact of service quality on customers' satisfaction during COVID-19 outbreak? New findings from online reviews analysis. Telematics and Informatics, 64, 101693. https://doi.org/10.1016/J.TELE.2021.101693

Philip, K. (2000). Marketing management (2000 edition) | Open Library. 1.

Pratiwi, H., Rosmawati, P., & Usman, O. (2019). Effect of Price, Promotion, Brand Trust, and Customer Satisfaction on Customer Loyalty in Packaging Products Mineral Water Aqua. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3314013

Rao, Y., Saleem, A., Saeed, W., & Ul Haq, J. (2021). Online Consumer Satisfaction During COVID-19: Perspective of a Developing Country. Frontiers in Psychology, 12, 4212. https://doi.org/10.3389/FPSYG.2021.751854/BIBTEX. https://doi.org/10.3389/FPSYG.2021.751854/BIBTEX

Razak, I., Nirwanto, N., & Triatmanto, B. (2016). The Impact of Product Quality and Price on Customer Satisfaction with the Mediator of Customer Value. An International Peer-Reviewed Journal, 30. www.iiste.org.

Reichheld, F. F. (1996). The loyalty effect: the hidden force.

Rivera, A. (2020). The impact of COVID-19 on transport and logistics connectivity in the landlocked countries of South America. www.cepal.org/apps

Robinson, J. (1933). The economics of imperfect competition (MacMillan).

Romero, L. (2022). Hardware sector reports 7.4% growth post-pandemic. https://bit.ly/3rbL5Jv

Saul, R. J. S., Lee, C. W., Otto, R. P., & Jusni, M. P. (2018). Identification of Customer Loyalty Determinants in Service Industry. Journal of Business and Management Sciences, 6(4), 171-178. https://doi.org/10.12691/jbms-6-4-5.

Sharma, D. R., Girija, S., & Merugu, P. (2022). Mediating Role of Perceived Health Risk on Customer Experience and Customer Satisfaction: Evidence from the Airline Industry in India During COVID-19. International Journal of Global Business and Competitiveness, 17(S1), 31-45. https://doi.org/10.1007/s42943-022-00067-7. https://doi.org/10.1007/s42943-022-00067-7

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Smietanka, P., Thwaites, G., Parker, N., Renault, T., Mihaylov, E., Mizen, P., Leather, J., Meyer, B., Chen, S., Davis, S., Bunn, P., Bloom, N., Barrero, J. M., Baker, S., & E. Altig, D. (2020). Economic uncertainty in the wake of the COVID-19 pandemic.

Smith, A. (1990). The Wealth of Nations (Alianza Editorial, Ed.; Vol. 1).

Suarez, F. (2022). Understanding Supply Chain Disruptions During the COVID-19 Pandemic.

Tong, C., Wong, S. K.-S., & Lui, K. P.-H. (2012). The Influences of Service Personalization, Customer Satisfaction and Switching Costs on E-Loyalty. International Journal of Economics and Finance, 4(3). https://doi.org/10.5539/ijef.v4n3p105. https://doi.org/10.5539/ijef.v4n3p105.

Abdullah, M. I., Huang, D., Sarfraz, M., Naseer, J., & Sadiq, M. W. (2021). Signifying the relationship between counterproductive work behavior and firm's performance: the mediating role of organizational culture. Business Process Management Journal, 27(6), 1892-1911. https://doi.org/10.1108/BPMJ-12-2020-0546.

Abo_Dalbouh, M. A. (2017). Applied pricing strategies in Jordanian medicine scoter and there effects on customer satisfaction (view point of mangers). Archives of Business Research, 5(2). https://doi.org/10.14738/abr.52.2601. https://doi.org/10.14738/abr.52.2601

Amoako, G. K. (2022). Customer Satisfaction: Role of Customer Service, Innovation, and Price in the Laundry Industry in Ghana. Journal of African Business, 23(1), 146-164. https://doi.org/10.1080/15228916.2020.1826855

Andersen, E. (1996). Customer Satisfaction and Price Tolerance on JSTOR. https://bit.ly/44sUw5l

Anderson, E. W. (1996). Customer satisfaction and price tolerance. Marketing Letters, 7(3), 265-274. https://doi.org/10.1007/BF00435742.

Arias-Odón, F. (2012). The Research Project (Issues 980-07-8529-9).

Asadi, A., Khazaei Pool, J., & Reza Jalilvand, M. (2014). The effect of perceived price fairness through satisfaction and loyalty on international tourists' price acceptance of Islamic-Iranian art products. Education, Business and Society: Contemporary Middle Eastern Issues, 7(4), 201-215. https://doi.org/10.1108/EBS-10-2013-0045. https://doi.org/10.1108/EBS-10-2013-0045

Back, K.-J., & Parks, S. C. (2003). A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction. Journal of Hospitality & Tourism Research, 27(4), 419-435. https://doi.org/10.1177/10963480030274003

Central Reserve Bank (2022). The construction sector increased 4.2% in October. https://bit.ly/3XBaHf2

Brien, P., Harari, D., Keep, M., & Ward, M. (2022). Economic impact of covid-19 lockdowns. Research Briefing. https://bit.ly/3CS9zdc

Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review, 74(3), 443-462. https://doi.org/10.1108/TR-02-2018-0025

Cavallo, A. (2017). Are online and offline prices similar? Evidence from large multi-channel retailers. American Economic Review, 107(1), 283-303. https://doi.org/10.1257/AER.20160542

Coase, R. H. (1960). The Problem of Social Cost.

Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2

Dapkevičius, A., & Melnikas, B. (2011). Influence of Price and Quality to Customer Satisfaction: Neuromarketing Approach. Mokslas - Lietuvos Ateitis, 1(3), 17-20. https://doi.org/10.3846/144

Daultani, Y., Goyal, K., & Pratap, S. (2020). An Empirical Investigation of the Relationship between Store Attributes and Customer Satisfaction: A Retail Operations Perspective. Operations and Supply Chain Management: An International Journal, 100-110. https://doi.org/10.31387/oscm0440289. https://doi.org/10.31387/oscm0440289

Ebrahimy, E., Igan, D., & Martinez Peria, S. (2020). The Impact of COVID-19 on Inflation: Potential Drivers and Dynamics.

Eichenbaum, M., Rebelo, S., & Trabandt, M. (2020). The Macroeconomics of Epidemics. https://doi.org/10.3386/W26882.

El-Adly, M. I., & Eid, R. (2016). An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consumer Services, 31, 217-227. https://doi.org/10.1016/j.jretconser.2016.04.002

Erdawati, E., Asraf, A., & Larasati, W. (2023). The service quality and price impact on customer satisfaction and loyalty on pt. Adira Finance Simpang Empat. Jurnal Apresiasi Ekonomi, 11(1), 200-206. https://doi.org/10.31846/jae.v11i1.585. https://doi.org/10.31846/jae.v11i1.585

Garvin, D. (2018). Managing quality : the strategic and competitive edge Enter your location. 2018.

Gavilán, A. (2022). Customer-Centric Strategy, key to growth in 2022. https://ibm.co/3XwNAlA.

Goić, M., Levenier, C., & Montoya, R. (2021). Drivers of customer satisfaction in the grocery retail industry: A longitudinal analysis across store formats. Journal of Retailing and Consumer Services, 60, 102505. https://doi.org/10.1016/j.jretconser.2021.102505.

Hair, J., Black, W., Babin, B., & Anderson, R. (2009). Multivariate Data Analysis (Pearson, Ed.; 7th ed.).

Hinterhuber, A., & Liozu, S. M. (2014). Is innovation in pricing your next source of competitive advantage? Business Horizons, 57(3), 413-423. https://doi.org/10.1016/j.bushor.2014.01.002

Hu, L., & Bentler, P. M. (1999a). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118

Hu, L., & Bentler, P. M. (1999b). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118

Kencana, P. N. (2018). The Effect of Price and Product Quality on Customer Satisfaction. PINISI Discretion Review, 2(1), 53. https://doi.org/10.26858/PDR.V2I1.13230

Kim, W.-H., Cho, J.-L., & Kim, K.-S. (2019). The relationships of wine promotion, customer satisfaction, and behavioral intention: The moderating roles of customers' gender and age. Journal of Hospitality and Tourism Management, 39, 212-218. https://doi.org/10.1016/j.jhtm.2019.03.001.

Kotler, P. T., & Armstrong, G. (2013). Fundamentals of marketing (11th ed.). Pearson.

Kotler, Philip (1972). Marketing management; analysis, planning, and control.

Lagravinese, R., Liberati, P., & Sacchi, A. (2020). Tax buoyancy in OECD countries: New empirical evidence. Journal of Macroeconomics, 63. https://doi.org/10.1016/J.JMACRO.2020.103189. https://doi.org/10.1016/J.JMACRO.2020.103189

Low, W.-S., Lee, J.-D., & Cheng, S.-M. (2013). The link between customer satisfaction and price sensitivity: An investigation of retailing industry in Taiwan. Journal of Retailing and

Consumer Services, 20(1), 1-10. https://doi.org/10.1016/j.jretconser.2012.06.011. https://doi.org/10.1016/j.jretconser.2012.06.011

Madiistriyatno, H., Madiistriyatno, H., & Nurzaman, F. (2020). The Impact of Product Quality and Price on Consumer Satisfaction of PD Jamu Seduh Utama Pamanukan. International Journal of Progressive Sciences and Technologies, 23(2), 739-743. https://doi.org/10.52155/ijpsat.v23.2.2410.

Marshall, A. (1890). Principles of Economic.

Menger, C. (1997). Principles of Political Economy. 379.

Ministry of Production (2023). Boletines Comercio Interno. In Oficina de Estudios Económicos. https://ogeiee.produce.gob.pe/index.php/en/shortcode/oee-documentos-publicaciones/boletines-comercio-interno

Nagle, T. T., & Holden, R. K. (2002). Pricing Strategy and Tactics. A guide to making profitable decisions (Third edition). Pearson Education.

Nilashi, M., Abumalloh, R. A., Alghamdi, A., Minaei-Bidgoli, B., Alsulami, A. A., Thanoon, M., Asadi, S., & Samad, S. (2021). What is the impact of service quality on customers' satisfaction during COVID-19 outbreak? New findings from online reviews analysis. Telematics and Informatics, 64, 101693. https://doi.org/10.1016/J.TELE.2021.101693

Philip, K. (2000). Marketing management (2000 edition) | Open Library. 1.

Pratiwi, H., Rosmawati, P., & Usman, O. (2019). Effect of Price, Promotion, Brand Trust, and Customer Satisfaction on Customer Loyalty in Packaging Products Mineral Water Aqua. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3314013

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Rivera, A. (2020). The impact of COVID-19 on transport and logistics connectivity in the landlocked countries of South America. www.cepal.org/apps

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DOI: http://dx.doi.org/10.21902/Revrima.v2i40.6448

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