The Formation of the Perception of Value for Small and Medium B2B Consumers

• Autor(a) principal: Sousa-e-Silva, Clarice Mara
• Data de Publicação: 2018
• Outros Autores: Moriguchi, Stella Naomi, Lopes, José Eduardo Ferreira
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12205
• topic: Perceived Value; Experience; Satisfaction; Repurchase Intention; B2B Marketing.; Valor Percebido; Experiência; Satisfação; Intenção de Recompra; Marketing B2B.

Objective: To identify and measure the relationships between quality-sacrifice-experience constructs and perceived value and satisfaction, and their relationship with the intention of repurchasing transportation logistics services by SMEs. Method: Starting from the proposition of scales to measure the constructs quality, sacrifices, experience, perceived value, satisfaction and intention to repurchase, a data survey was carried out, whose sample was composed of 195 SMEs. Using EFA techniques, CFA and MEEPLS, a model was proposed to measure the formation of perceived value in logistics services acquired by SMEs. Originality / Relevance: Most perceived value surveys in the B2B environment have considered the performance of goods and services in a functional perspective and overlooked non-rational dimensions. These dimensions (non-economic, subjective, and multidimensional aspects), if measured in conjunction with dimensions commonly encountered in B2B consumer behavior studies, may offer new perspectives of theoretical-empirical knowledge. Results: The sacrifices and exchange costs were non-significant in the B2B relationship. SMEs have valued aspects related to quality and experience. The study indicates that SMEs, by choosing as perceived value trainers experience and quality, and because they are influenced by satisfaction to form their repurchase intentions, manage their supply chain by establishing relationships wrapped in more subjectivities than one would expect from an entrepreneur. Theoretical / methodological contributions: Proposition of a theoretical model capable of predicting the repurchase intention of SMEs consuming logistic services, having as its predecessor the satisfaction, and as its own, the perceived value.