Confiança, valor percebido e lealdade nas relações de troca: estudo de caso em uma concessionária de automóveis de Fortaleza/CE / Trust, perceived value and loyalty in exchange relations: a case study in a car dealership in Fortaleza / CE

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The present work examines a model of Sirdeshmukh et al. capable of indicating how to build consumers loyalty in an environment of great competitiveness. Delivering value and making actions that help it to be perceived by clients associated to having confidence in the service provider, enables to amplify the relation client-provider. The studied sector is the automobile industry in its most intimate context with the consumer, the distribution in the authorized car dealers. The method used in the reserch is the exploratory. The approach is the quantity and quality based case-study. The survey with 122 clients tries to observe how is the relation among the perceived value, the confidence, and the loyalty and whether this model, which was previously apllied in other sectors, would generate the same results. The first confirmation is confidences influence in loyalty in two different ways: administrative practices and policies (PPAs) and front line employees (ELFs). The hypothesis of the perceived values influence towards the clients loyalty is also confirmed in this study but, its mediator role is not so clear. The confidence showed a consistent influence in the clients perceived value. Excluding the perceived values mediator role between the confidence and the loyalty, it can be affirmed that the results were as expected and in accordance with the presented literature. The observed limitations suggest new proposals to future works about the discussed theory, the apllied methodology and the obtained results themselves.

ASSUNTO(S)

serviços ao cliente automobile industry relationship consumers behaviour serviços marketing de relacionamento relacionamento valor percebido service administracao loyalty confiança perceived value indústria automobilística confidence comportamento do consumidor lealdade satisfação do consumidor setor automobilístico

ACESSO AO ARTIGO

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