From Quality in Services to Loyalty: Theoretical Perspective of Consumer Behavior

• Autor(a) principal: Mangini, Eduardo Roque
• Data de Publicação: 2017
• Outros Autores: Urdan, André Torres, Santos, Ariane
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12177
• topic: Marketing; Service quality; Behavioral intention.; Intenção comportamental; Marketing; Qualidade em serviços.

Services show differences related to conception, production form, how they are consumed and how they are evaluated. These differences or characteristics influence directly on the evaluation of quality offered in the service. It is possible to observe certain consumers behavior with the evaluation of quality offered in a service, which could cause total rejection in future purchases. On the other hand, with the satisfaction of results, the consumer has a greater willingness to purchase, develop loyalty and make profit for the service operation. In order to understand the dynamic involving service quality and the formation of consumers loyalty, this theoretical article sought in literature the basis to create proposals that could increase the edges of knowledge frontiers in service marketing. As result, eight proposals were developed which entails future researches so that the empirical results could turn the theoretical findings into real results.