Dimensões da experiência do cliente no contexto de serviços de relações contínuas de associação: adaptação e validação da Escala de Walls (2013)

• Ano de defesa: 2015
• Autor(a) principal: Vasconcellos, Artur Paiva de
• Orientador(a): Almeida, Stefânia Ordovás de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: ADMINISTRAÇÃO DE EMPRESAS; MARKETING DE RELACIONAMENTO; CLIENTES - ATENDIMENTO; SERVIÇOS AO CLIENTE; ESTUDOS DE VALIDAÇÃO
• Link de acesso: http://hdl.handle.net/10923/7615

The customer experience has received special attention in academic studies and marketing management of organizations, as the economy increasingly turns from a transactional nature into relationships based on experience. With the fiercest markets with standardized products and services and without differentiation, emerges the need for organizations act in a new competitive environment, whose value perspective takes on a new stage which is substantiated by experiences. Thus, the theme has been the focus of researchers to better define it, understand it, and measure it. In this sense, the main objective of this dissertation is the adaptation and validation of a scale originally proposed to measure experience in the hotel service context to the context of continuous relationships of association services in the education sector. The study was developed in two stages, with the first exploratory, allowing the scale adaptation for the studied context, and the second of descriptive nature, enabling the application and validation of the scale. For this purpose, in the exploratory stage in-depth interviews were carried out and in the descriptive stage were carried out an online and by phone survey, both with graduates of postgraduate courses. The results pointed out to the need for some adjustments to the original scale, ending on a scale of 7 factors and 37 variables, confirmed in terms of unidimensionality, reliability, convergent validity and discriminant validity. Finally, in the concluding remarks of this study are presented the main findings of the research and their academic and managerial implications, as well as the limitations of the study and suggestions for further research on the topic.