As relações entre confiabilidade, confiança, valor e lealdade no contexto do varejo de vestuário

• Ano de defesa: 2006
• Autor(a) principal: Cornelius, Paulo Roberto Sulzbach
• Orientador(a): Perin, Marcelo Gattermann
• 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 VENDAS; ADMINISTRAÇÃO DE EMPRESAS; MARKETING DE RELACIONAMENTO; VESTUÁRIO - VAREJO; CONSUMIDORES - SATISFAÇÃO
• Link de acesso: http://hdl.handle.net/10923/1120

Through the theoretical framework developed by Sirdeshmukh, Sigh e Sabol (2002), the current paper aims at analyzing the relationships among loyalty constructs, value, and loyalty in the clothing retail. With two different surveys with samples of 192 and 190 respondents, research was developed in a network of stores in the countryside of the same state. The main objective of this research was testing the relationships among trust, value and loyalty as time goes by. With the adjustment of the model and the test of the hypotheses, results which can be found in the national and international marketing literature came about. A strong relationship between trust in the management policies and practices and in the contact employees and the creation of value for the consumer was verified. Also, it was observed that trust in the management policies and practices influences positively the construction of trust in the contact employees. The opposite was not observed in any of the tests, though. A relationship between trust in the contact employees and loyalty was not found either. Through the results, it was also possible to observe a direct and positive relationship between the perception of value and the intention of loyalty of the consumers. Finally, the management and the academic implications of the study as well as suggestions for future researches are described.