摘要：O marketing de relacionamento há tempos se apresenta como possibilidade para que as empresas se diferenciem em seus mercados, e alguns conceitos vêm sendo amplamente estudados nesse sentido, especialmente a lealdade. Nesse contexto, o presente estudo propôs validar um modelo que apresenta a relação entre algumas variáveis antecedentes à lealdade no contexto de um mercado tipicamente de conveniência – o mercado de drogarias –, buscando compreender como o valor percebido pelo cliente, a satisfação, a confiança e a lealdade se relacionam. Para tanto, foi realizada uma pesquisa conclusiva descritiva aplicada a uma amostra de 602 respondentes, além de três grupos de foco como referência para a definição das escalas. Utilizou-se a técnica de modelagem de equações estruturais com Partial Least Squares (PLS) para análise do modelo. Os participantes eram clientes de três lojas de uma das maiores empresas do setor farmacêutico de uma capital do Sudeste brasileiro. Os resultados encontrados indicaram que, nas lojas pesquisadas, valor percebido e confiança exerceram um impacto positivo e significativo em lealdade. Além disso, satisfação exerceu um papel de mediação em relação a valor percebido e lealdade, porém não foi considerada um bom antecedente direto de lealdade, já que interferiu na significância entre confiança e lealdade. Confiança também exerceu um papel de mediação entre satisfação e lealdade, corroborando os achados da literatura de suporte.
其他摘要：Relationship marketing has long been presented as a possibility for companies to differentiate themselves in their markets, and some concepts have been widely studied in this direction, especially loyalty. In this context, this work aimed to validate a model that shows the relationship between some antecedent variables to loyalty in the context of a convenience market - the drugstore market, seeking to understand how the customer perceived value, satisfaction, trust and loyalty are related. To this end, a descriptive conclusive research applied to a sample of 602 respondents was conducted and 3 focus groups were also conducted as a reference for defining the scales. To analyze the model the technique of structural equation modeling with Partial Least Squares (PLS) was used. Participants were clients of three stores from one of the largest pharmaceutical companies in a capital of southeastern Brazil. The results indicated that at the surveyed stores, perceived value and trust had a positive and significant impact on loyalty. In addition, satisfaction had a mediating role in relation to perceived value and loyalty, but it was not considered a good direct antecedent of loyalty, since it interfered in the significance between trust and loyalty. Trust also had a mediating effect between satisfaction and loyalty, confirming the findings of supportive literature. Relationship marketing has long been presented as a possibility for companies to differentiate themselves in their markets, and some concepts have been widely studied in this direction, especially loyalty. In this context, this work aimed to validate a model that shows the relationship between some antecedent variables to loyalty in the context of a convenience market - the drugstore market, seeking to understand how the customer perceived value, satisfaction, trust and loyalty are related. To this end, a descriptive conclusive research applied to a sample of 602 respondents was conducted and 3 focus groups were also conducted as a reference for defining the scales. To analyze the model the technique of structural equation modeling with Partial Least Squares (PLS) was used. Participants were clients of three stores from one of the largest pharmaceutical companies in a capital of southeastern Brazil. The results indicated that at the surveyed stores, perceived value and trust had a positive and significant impact on loyalty. In addition, satisfaction had a mediating role in relation to perceived value and loyalty, but it was not considered a good direct antecedent of loyalty, since it interfered in the significance between trust and loyalty. Trust also had a mediating effect between satisfaction and loyalty, confirming the findings of supportive literature.
Loading...
