THE CONSTRUCTION OF A MODEL ABOUT CUSTOMER RETENTION AND ITS ANTECEDENTES IN AN ENVIRONMENT OF SERVICES
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REAd (Porto Alegre. Online) |
Texto Completo: | https://seer.ufrgs.br/index.php/read/article/view/38397 |
Resumo: | This work approaches the strategy of customer retention by means of the practical of therelationship marketing in the environment of services. A Theoretical Model is proposed, withits respective hypothesis, in which the constructs Customer Satisfaction, Value, Reputation ofthe Services Provider and Trust are considered antecedents of Customer Retention.The central analysis of the data was implemented by techniques of multivariate statistics andthe Structural Equations Modeling. The results indicate that the Respecificated TheoreticalModel presents the best adjustment compared to initial Theoretical Model; even so it needs atheoretical and empirical evolution, despite of originality of the integrated model. The workpropitiates relevant evidences, proving that the value perceived for the customers is oneantecedent construct of the trust deposited in the services provider, and this relation ismediated by the reputation of the services provider; that the reputation of the servicesprovider is important in the relational context in study; and that the customer retention ispositively influenced by the trust deposited in the services provider. |
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THE CONSTRUCTION OF A MODEL ABOUT CUSTOMER RETENTION AND ITS ANTECEDENTES IN AN ENVIRONMENT OF SERVICESA CONSTRUÇÃO DE UM MODELO SOBRE A RETENÇÃO DE CLIENTES E SEUS ANTECEDENTES EM UM AMBIENTE DE SERVIÇOSRelacionamentosMarketing de RelacionamentoRetenção de ClientesServiçosModelagem de Equações Estruturais.RelationshipsRelationship MarketingCustomer RetentionServicesStructural Equation Modeling.This work approaches the strategy of customer retention by means of the practical of therelationship marketing in the environment of services. A Theoretical Model is proposed, withits respective hypothesis, in which the constructs Customer Satisfaction, Value, Reputation ofthe Services Provider and Trust are considered antecedents of Customer Retention.The central analysis of the data was implemented by techniques of multivariate statistics andthe Structural Equations Modeling. The results indicate that the Respecificated TheoreticalModel presents the best adjustment compared to initial Theoretical Model; even so it needs atheoretical and empirical evolution, despite of originality of the integrated model. The workpropitiates relevant evidences, proving that the value perceived for the customers is oneantecedent construct of the trust deposited in the services provider, and this relation ismediated by the reputation of the services provider; that the reputation of the servicesprovider is important in the relational context in study; and that the customer retention ispositively influenced by the trust deposited in the services provider.Este trabalho aborda a estratégia da retenção de clientes por meio da prática do marketing derelacionamento no ambiente de serviços. É proposto um Modelo Teórico, com suasrespectivas hipóteses, no qual os construtos Satisfação de Clientes, Valor, Reputação doProvedor de Serviços e Confiança são considerados antecedentes da Retenção de Clientes.A análise central dos dados foi implementada por técnicas de estatística multivariada e pelaModelagem de Equações Estruturais. Os resultados indicam que o Modelo TeóricoReespecificado apresenta o melhor ajuste em relação Modelo Teórico inicial, embora precisede um maior amadurecimento teórico e empírico, até pelo ineditismo do modelo integrado.O trabalho propicia evidências relevantes, comprovando que o valor percebido pelos clientesé um construto antecedente da confiança depositada no provedor de serviços, relação estamediada pela reputação do provedor de serviços; que a reputação do provedor de serviços éimportante no contexto relacional em estudo; e que a retenção de clientes é positivamenteinfluenciada pela confiança depositada no provedor de serviços.Universidade Federal do Rio Grande do Sul2012-08-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articleAvaliado pelos paresartigo científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/38397Electronic Review of Administration; Vol. 18 No. 2 (2012): Edição 72 - mai/ago 2012; 433-467Revista Electrónica de Administración; Vol. 18 Núm. 2 (2012): Edição 72 - mai/ago 2012; 433-467Revista Eletrônica de Administração; v. 18 n. 2 (2012): Edição 72 - mai/ago 2012; 433-4671413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/38397/24681Sperandio Milan, Gabrielde Toni, Deonirinfo:eu-repo/semantics/openAccess2013-04-08T17:27:18Zoai:seer.ufrgs.br:article/38397Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-04-08T17:27:18REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
THE CONSTRUCTION OF A MODEL ABOUT CUSTOMER RETENTION AND ITS ANTECEDENTES IN AN ENVIRONMENT OF SERVICES A CONSTRUÇÃO DE UM MODELO SOBRE A RETENÇÃO DE CLIENTES E SEUS ANTECEDENTES EM UM AMBIENTE DE SERVIÇOS |
title |
THE CONSTRUCTION OF A MODEL ABOUT CUSTOMER RETENTION AND ITS ANTECEDENTES IN AN ENVIRONMENT OF SERVICES |
spellingShingle |
THE CONSTRUCTION OF A MODEL ABOUT CUSTOMER RETENTION AND ITS ANTECEDENTES IN AN ENVIRONMENT OF SERVICES Sperandio Milan, Gabriel Relacionamentos Marketing de Relacionamento Retenção de Clientes Serviços Modelagem de Equações Estruturais. Relationships Relationship Marketing Customer Retention Services Structural Equation Modeling. |
title_short |
THE CONSTRUCTION OF A MODEL ABOUT CUSTOMER RETENTION AND ITS ANTECEDENTES IN AN ENVIRONMENT OF SERVICES |
title_full |
THE CONSTRUCTION OF A MODEL ABOUT CUSTOMER RETENTION AND ITS ANTECEDENTES IN AN ENVIRONMENT OF SERVICES |
title_fullStr |
THE CONSTRUCTION OF A MODEL ABOUT CUSTOMER RETENTION AND ITS ANTECEDENTES IN AN ENVIRONMENT OF SERVICES |
title_full_unstemmed |
THE CONSTRUCTION OF A MODEL ABOUT CUSTOMER RETENTION AND ITS ANTECEDENTES IN AN ENVIRONMENT OF SERVICES |
title_sort |
THE CONSTRUCTION OF A MODEL ABOUT CUSTOMER RETENTION AND ITS ANTECEDENTES IN AN ENVIRONMENT OF SERVICES |
author |
Sperandio Milan, Gabriel |
author_facet |
Sperandio Milan, Gabriel de Toni, Deonir |
author_role |
author |
author2 |
de Toni, Deonir |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Sperandio Milan, Gabriel de Toni, Deonir |
dc.subject.por.fl_str_mv |
Relacionamentos Marketing de Relacionamento Retenção de Clientes Serviços Modelagem de Equações Estruturais. Relationships Relationship Marketing Customer Retention Services Structural Equation Modeling. |
topic |
Relacionamentos Marketing de Relacionamento Retenção de Clientes Serviços Modelagem de Equações Estruturais. Relationships Relationship Marketing Customer Retention Services Structural Equation Modeling. |
description |
This work approaches the strategy of customer retention by means of the practical of therelationship marketing in the environment of services. A Theoretical Model is proposed, withits respective hypothesis, in which the constructs Customer Satisfaction, Value, Reputation ofthe Services Provider and Trust are considered antecedents of Customer Retention.The central analysis of the data was implemented by techniques of multivariate statistics andthe Structural Equations Modeling. The results indicate that the Respecificated TheoreticalModel presents the best adjustment compared to initial Theoretical Model; even so it needs atheoretical and empirical evolution, despite of originality of the integrated model. The workpropitiates relevant evidences, proving that the value perceived for the customers is oneantecedent construct of the trust deposited in the services provider, and this relation ismediated by the reputation of the services provider; that the reputation of the servicesprovider is important in the relational context in study; and that the customer retention ispositively influenced by the trust deposited in the services provider. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-08-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion scientific article Avaliado pelos pares artigo científico |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/38397 |
url |
https://seer.ufrgs.br/index.php/read/article/view/38397 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/38397/24681 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
dc.source.none.fl_str_mv |
Electronic Review of Administration; Vol. 18 No. 2 (2012): Edição 72 - mai/ago 2012; 433-467 Revista Electrónica de Administración; Vol. 18 Núm. 2 (2012): Edição 72 - mai/ago 2012; 433-467 Revista Eletrônica de Administração; v. 18 n. 2 (2012): Edição 72 - mai/ago 2012; 433-467 1413-2311 1980-4164 reponame:REAd (Porto Alegre. Online) instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
REAd (Porto Alegre. Online) |
collection |
REAd (Porto Alegre. Online) |
repository.name.fl_str_mv |
REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
ea_read@ufrgs.br |
_version_ |
1799766201907281920 |