THE CONSTRUCTION OF A MODEL ABOUT CUSTOMER RETENTION AND ITS ANTECEDENTES IN AN ENVIRONMENT OF SERVICES

Detalhes bibliográficos
Autor(a) principal: Sperandio Milan, Gabriel
Data de Publicação: 2012
Outros Autores: de Toni, Deonir
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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spelling 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
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