Geração de valor e impacto no comprometimento nas relações entre empresas

• Ano de defesa: 2009
• Autor(a) principal: Ieda Lima Pereira
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Minas Gerais; UFMG
• Palavras-chave em Português: Orientação estratégica; Valor; Relacionamento; Marketing; Administração; Marketing de relacionamento
• Link de acesso: http://hdl.handle.net/1843/BUBD-9ACKEG

This paper takes into account how important it is to offer value and maintain lasting commercial relations. It is thus based on two models in literature - Ulaga and Eggert (2006a); Ribeiro et al. (2009) and on constructs such as dependence, relationship value and commitment. It proposes including the strategic orientation construct (of the customercompany) when investigating obtaining commitment. Two models were prepared and tested by using structural equations. They show that although dependence and strategic orientation positively influence commitment, it is the model that uses relationship value as a mediatorthat better explains it. Based on the results achieved we suggest that other research should be carried out to overcome the limitations of the present study and offer greater consistency to the proposed model.