Trust, perceived value and loyalty in exchange relations: a case study in a car dealership in Fortaleza / CE

• Autor(a) principal: Leandro Belizario Vieira
• Data de Publicação: 2007
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UFC
• Texto Completo: http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3614
• topic: Comportamento do Consumidor; ServiÃos; Setor AutomobilÃstico; Relacionamento; Lealdade; Valor Percebido; ConfianÃa; Loyalty; Perceived Value; Confidence; Relationship; Automobile Industry; Service; ConsumerÂs Behaviour; ADMINISTRACAO

The present work examines a model of Sirdeshmukh et al. capable of indicating how to build consumerÂs 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 confidenceÂs influence in loyalty in two different ways: administrative practices and policies (PPAs) and front line employees (ELFs). The hypothesis of the perceived valueÂs influence towards the clientÂs loyalty is also confirmed in this study but, its mediator role is not so clear. The confidence showed a consistent influence in the clientÂs perceived value. Excluding the perceived valueÂs 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.