A avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejo

Detalhes bibliográficos
Autor(a) principal: Prado, Paulo Henrique Muller
Data de Publicação: 2004
Tipo de documento: Tese
Idioma: por
Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
Texto Completo: https://hdl.handle.net/10438/2600
Resumo: The purpose of this thesis was to extend the Relationship Marketing knowledge, focusing on the evaluative process between banks and users. The proposed model was verified at Curitiba in 3 different stages. The first one was composed by 11 in depth interviews with special account clients. The second stage (Quantitative - Preparatory) was divided into 3 sub-samples (n=150. N=61; And n=60) with similar interviewees profile. Finally, the third stage (Descriptive - Conclusive Quantitative) accomplished a sample size of 480 to allow the test of the structural model. Based on a structural model, it was verified the relationship among Satisfaction (and his antecedents Affective Responses, Relationship Benefits and Service Quality), the Relationship Quality elements (centered in Trust and Commitment), and the Bank Loyalty. The largest effect on Satisfaction was caused by Service Quality and Relationship Benefits, as well as a lower, but significant, impact of Affective Responses over it. The Service Quality had, in an alternative model configuration, an important effect over Trust, and the Relationship Benefits showed the same behavior over Trust and Commitment. The Relationship Quality constructs showed an influence to each other (Satisfaction to Trust and Commitment, Trust to Commitment). The Commitment, here proposed as an Attitudinal Loyalty dimension, had the largest influence on Loyalty (as a behavioral dimension), followed by Trust. The main effect of Satisfaction over Loyalty was indirect. A second result of this thesis was the development of a Relationship Intensity evaluation model, based on the usage of financial products. Through Latent Trait Analysis, it was possible to identify a financial products acquisition order, as well as to generate a model that allows the purchase prediction of other products related with the actual product usage of each individual. A Relationship Intensity based typology was relevant to explain some differences in the customer relationship evaluation constructs.
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spelling Prado, Paulo Henrique MullerEscolasSantos, Rubens da Costa2010-04-20T20:48:00Z2010-04-20T20:48:00Z2004-06-23PRADO, Paulo Henrique Müller. A avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejo. Tese (Doutorado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2004.https://hdl.handle.net/10438/2600The purpose of this thesis was to extend the Relationship Marketing knowledge, focusing on the evaluative process between banks and users. The proposed model was verified at Curitiba in 3 different stages. The first one was composed by 11 in depth interviews with special account clients. The second stage (Quantitative - Preparatory) was divided into 3 sub-samples (n=150. N=61; And n=60) with similar interviewees profile. Finally, the third stage (Descriptive - Conclusive Quantitative) accomplished a sample size of 480 to allow the test of the structural model. Based on a structural model, it was verified the relationship among Satisfaction (and his antecedents Affective Responses, Relationship Benefits and Service Quality), the Relationship Quality elements (centered in Trust and Commitment), and the Bank Loyalty. The largest effect on Satisfaction was caused by Service Quality and Relationship Benefits, as well as a lower, but significant, impact of Affective Responses over it. The Service Quality had, in an alternative model configuration, an important effect over Trust, and the Relationship Benefits showed the same behavior over Trust and Commitment. The Relationship Quality constructs showed an influence to each other (Satisfaction to Trust and Commitment, Trust to Commitment). The Commitment, here proposed as an Attitudinal Loyalty dimension, had the largest influence on Loyalty (as a behavioral dimension), followed by Trust. The main effect of Satisfaction over Loyalty was indirect. A second result of this thesis was the development of a Relationship Intensity evaluation model, based on the usage of financial products. Through Latent Trait Analysis, it was possible to identify a financial products acquisition order, as well as to generate a model that allows the purchase prediction of other products related with the actual product usage of each individual. A Relationship Intensity based typology was relevant to explain some differences in the customer relationship evaluation constructs.Com base no modelo desenvolvido, verificaram-se as relações da Satisfação com o Relacionamento, com alguns de seus antecedentes (Respostas Afetivas, Benefícios do Relacionamento e Qualidade Percebida dos Serviços), com os elementos da Qualidade do Relacionamento, centrados na Confiança e no Comprometimento, e seus resultados propriamente ditos, com o comportamento de Lealdade ao banco. Conforme previsto pelas hipóteses, percebeu-se uma grande influência da Qualidade nos Serviços Bancários e dos Benefícios percebidos em se manter a relação com o banco sobre a Satisfação com o Relacionamento, assim como um impacto moderado, porém significativo, das Respostas Afetivas sobre esta. A Qualidade nos Serviços apresentou, numa configuração alternativa ao modelo original, uma contribuição relevante sobre a Confiança no banco, e os Benefícios do Relacionamento relacionou-se significativamente com a Confiança e com o Comprometimento dos clientes com seus bancos. Os construtos componentes da Qualidade no Relacionamento mostraram grande influência entre si (Satisfação sobre Confiança e Comprometimento, Confiança sobre o Comprometimento). Conforme previsto, o Comprometimento, aqui proposto como a dimensão Lealdade Atitudinal, teve a maior influência sobre a Lealdade (dimensão conativa), Seguido da Confiança e da Satisfação, cujo principal efeito sobre ela foi indireto.porClientes - ContatosMarketing de relacionamentoBancos - Serviços ao clienteSatisfação do consumidor - AvaliaçãoAdministração de empresasClientes - ContatosMarketing de relacionamentoBancos - Serviços ao clienteSatisfação do consumidor - AvaliaçãoA avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINAL98354.pdf98354.pdfTexto completoapplication/pdf3287050https://repositorio.fgv.br/bitstreams/1e2b156c-2f0f-4848-8c0f-4046439357a9/download808562309d5a18608a48bbc447e5b9ccMD53TEXT98354.pdf.txt98354.pdf.txtExtracted Texttext/plain954149https://repositorio.fgv.br/bitstreams/52591a55-9f3a-4cb1-9b19-ccf50994f788/download58ca1942c9638a2ee05f7e674cebacdaMD54THUMBNAIL98354.pdf.jpg98354.pdf.jpgGenerated Thumbnailimage/jpeg1721https://repositorio.fgv.br/bitstreams/9e5fd1cf-7d9d-45a4-b531-826366a98d2b/download6628c8f2a464ae82e9aa7e4e5c07b7c1MD5510438/26002024-10-08 13:55:30.383open.accessoai:repositorio.fgv.br:10438/2600https://repositorio.fgv.brRepositório InstitucionalPRIhttp://bibliotecadigital.fgv.br/dspace-oai/requestopendoar:39742024-10-08T13:55:30Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV)false
dc.title.por.fl_str_mv A avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejo
title A avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejo
spellingShingle A avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejo
Prado, Paulo Henrique Muller
Clientes - Contatos
Marketing de relacionamento
Bancos - Serviços ao cliente
Satisfação do consumidor - Avaliação
Administração de empresas
Clientes - Contatos
Marketing de relacionamento
Bancos - Serviços ao cliente
Satisfação do consumidor - Avaliação
title_short A avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejo
title_full A avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejo
title_fullStr A avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejo
title_full_unstemmed A avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejo
title_sort A avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejo
author Prado, Paulo Henrique Muller
author_facet Prado, Paulo Henrique Muller
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas
dc.contributor.author.fl_str_mv Prado, Paulo Henrique Muller
dc.contributor.advisor1.fl_str_mv Santos, Rubens da Costa
contributor_str_mv Santos, Rubens da Costa
dc.subject.por.fl_str_mv Clientes - Contatos
Marketing de relacionamento
Bancos - Serviços ao cliente
Satisfação do consumidor - Avaliação
topic Clientes - Contatos
Marketing de relacionamento
Bancos - Serviços ao cliente
Satisfação do consumidor - Avaliação
Administração de empresas
Clientes - Contatos
Marketing de relacionamento
Bancos - Serviços ao cliente
Satisfação do consumidor - Avaliação
dc.subject.area.por.fl_str_mv Administração de empresas
dc.subject.bibliodata.por.fl_str_mv Clientes - Contatos
Marketing de relacionamento
Bancos - Serviços ao cliente
Satisfação do consumidor - Avaliação
description The purpose of this thesis was to extend the Relationship Marketing knowledge, focusing on the evaluative process between banks and users. The proposed model was verified at Curitiba in 3 different stages. The first one was composed by 11 in depth interviews with special account clients. The second stage (Quantitative - Preparatory) was divided into 3 sub-samples (n=150. N=61; And n=60) with similar interviewees profile. Finally, the third stage (Descriptive - Conclusive Quantitative) accomplished a sample size of 480 to allow the test of the structural model. Based on a structural model, it was verified the relationship among Satisfaction (and his antecedents Affective Responses, Relationship Benefits and Service Quality), the Relationship Quality elements (centered in Trust and Commitment), and the Bank Loyalty. The largest effect on Satisfaction was caused by Service Quality and Relationship Benefits, as well as a lower, but significant, impact of Affective Responses over it. The Service Quality had, in an alternative model configuration, an important effect over Trust, and the Relationship Benefits showed the same behavior over Trust and Commitment. The Relationship Quality constructs showed an influence to each other (Satisfaction to Trust and Commitment, Trust to Commitment). The Commitment, here proposed as an Attitudinal Loyalty dimension, had the largest influence on Loyalty (as a behavioral dimension), followed by Trust. The main effect of Satisfaction over Loyalty was indirect. A second result of this thesis was the development of a Relationship Intensity evaluation model, based on the usage of financial products. Through Latent Trait Analysis, it was possible to identify a financial products acquisition order, as well as to generate a model that allows the purchase prediction of other products related with the actual product usage of each individual. A Relationship Intensity based typology was relevant to explain some differences in the customer relationship evaluation constructs.
publishDate 2004
dc.date.issued.fl_str_mv 2004-06-23
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dc.identifier.citation.fl_str_mv PRADO, Paulo Henrique Müller. A avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejo. Tese (Doutorado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2004.
dc.identifier.uri.fl_str_mv https://hdl.handle.net/10438/2600
identifier_str_mv PRADO, Paulo Henrique Müller. A avaliação do relacionamento sob a ótica do cliente: um estudo em bancos de varejo. Tese (Doutorado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2004.
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