Antecedentes da lealdade: proposição e teste de um modelo teórico

• Ano de defesa: 2008
• Autor(a) principal: Silva, Tiago Amaral da
• Orientador(a): Espartel, Lélis Balestrin
• 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; TELEFONIA CELULAR; CONSUMIDORES - SATISFAÇÃO; MARKETING DE SERVIÇOS; CONFIANÇA NA EMPRESA; SERVIÇOS AO CLIENTE
• Link de acesso: http://hdl.handle.net/10923/1237

This dissertation has as objective the consumer loyalty study, a subject which has a huge relevance and presence in the academic world, that has a large quantity of researches, as well as in the business world, being one of the main goals of the organizations that is the creation of a long-term relationship with the consumers. The research is based on the relationship marketing theory and has as objective the test of a theoretical model suggested by Johnson, Herman and Huber (2006) which suffered modifications through the inclusion of two constructs (calculative commitment and trust). For that, through previous studies, it was aimed the relation between the “perceived value”, “affective commitment”, “calculative commitment”, “trust” and “brand equity” constructs. Aiming to explain the loyalty concept in a wide form, was used a composite originated from the behavioral dimension (consumption intention) and the attitudinal dimension (feelings). The results obtained through the structural equation modeling (SEM) technique confirm nine of the eleven hypothesis tested. The results confirm the existence of relation between the “perceived value”, “affective commitment”, “brand equity” and “trust” constructs and that all the constructs influence in the “ loyalty”. Among the relations, the one that had bigger intensity was the “perceived value” direct impact on the “loyalty”. Academic and management implications, study limitations and suggestions for future researches are approached in the present investigation.