Avaliação de resultados no varejo de serviço sob a ótica do consumidor

Resumo

This study aims at assessing the connection between financial results and non-financial assessments from the consumer's point of view, considering Brazil's mobile phone context. According to consumer relationship theory, higher profits are to be expected from satisfied customers, from those who tend towards long-term use of company services. Therefore, non-financial assessments such as satisfaction, commitment, trust and loyalty were correlated to financial results, according to consumption information reported by consumers themselves. Altogether, 493 cases were investigated in a non-probabilistic sample of customers belonging four different mobile phone operators. The relationship quality assessment model was confirmed, although the expected connection between satisfaction, loyalty and financial results was not observed. Results obtained suggest sector-specific assessments, in which mobile phone user behavior is not revealed in a linear way. Findings suggest new perspectives for relationship quality analysis applied to customers within growing markets that harbor a wide range of offers amongst competitors.

Ficha do documento

Tipo

Artigo científico

Ano

2013

Instituição

Fund Escola Comercio Alvares Penteado-Fecap

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

DOI

10.7819/rbgn.v15i46.1183

Identificador

oai:repositorio.fgv.br:10438/23320

Temas

Economia

Palavras-chave

Relationship qualityService retailingFinancial resultCustomer satisfactionQualityCommitmentDurationBusinessQualidade do relacionamentoVarejo de serviçoEconomiaComportamento do consumidorConsumidores - Atitudes