O Comportamento Ético das Corporações Afeta as Relações com suas Marcas? Influência da Percepção Ética do Consumidor (PEC) na Confiança, no Comprometimento e na Lealdade dos Consumidores Outros Idiomas

ID:
54144
Resumo:
OBJETIVOS: O objetivo deste estudo foi verificar as influências da percepção ética, da confiança, do comprometimento na lealdade dos consumidores. METODOLOGIA: Foram realizados grupos de foco que visaram explorar as dimensões da PEC no contexto do mercado em estudo. Em seguida, foi realizado um experimento de laboratório com 270 respondentes, visando verificar como comportamentos éticos de uma corporação afetam a confiança, o comprometimento e a lealdade de seus consumidores. Um modelo hipotético integrativo foi testado por meio de modelagem de equações estruturais. PRINCIPAIS RESULTADOS: Os resultados demonstraram que o modelo foi capaz de explicar que a percepção ética do consumidor influencia a confiança, o comprometimento e a lealdade dos consumidores em relação às empresas. O comportamento ético afetou fortemente a confiança e, significativamente e em menor impacto, o comprometimento. Os resultados indicam que o trinômio ética-confiança-comprometimento age de forma integrada em situações éticas, fomentando a lealdade. CONTRIBUIÇÕES ACADÊMICAS: A confiança é um sentimento de segurança demonstrado pelo cliente em sua interação com a marca e baseia-se nas percepções de que a marca é confiável e responsável pelos interesses e pelo bem-estar do consumidor. Nesse sentido, as principais contribuições deste trabalho são a inclusão da ética na cadeia nomológica da lealdade das empresas, bem como a indicação de seus impactos na confiança e no comprometimento. CONTRIBUIÇÕES PRÁTICAS: A confiança é significativamente afetada pela percepção ética, apresentando aos gerentes uma afirmação de que suas ações são acompanhadas de perto pelos consumidores, e eles devem adotar medidas rápidas para conter os eventuais problemas de uma percepção não ética. A empresa deve ser sincera com o cliente, responder às falhas rapidamente. Atitudes éticas são percebidas pelos consumidores como avanços e geram confiança e comprometimento deles, portanto as marcas devem estar atentas quanto à execução e divulgação de suas ações éticas em relação aos consumidores, ao meio ambiente e à corrupção.
Citação ABNT:
TOLENTINO, R. S. S.; GONÇALVES FILHO, C.; FALCE, J. L. O Comportamento Ético das Corporações Afeta as Relações com suas Marcas? Influência da Percepção Ética do Consumidor (PEC) na Confiança, no Comprometimento e na Lealdade dos Consumidores . Teoria e Prática em Administração, v. 9, n. 2, p. 121-136, 2019.
Citação APA:
Tolentino, R. S. S., Gonçalves Filho, C., & Falce, J. L. (2019). O Comportamento Ético das Corporações Afeta as Relações com suas Marcas? Influência da Percepção Ética do Consumidor (PEC) na Confiança, no Comprometimento e na Lealdade dos Consumidores . Teoria e Prática em Administração, 9(2), 121-136.
DOI:
http://dx.doi.org/10.21714/2238-104X2019v9i2-43748
Link Permanente:
http://www.spell.org.br/documentos/ver/54144/o-comportamento-etico-das-corporacoes-afeta-as-relacoes-com-suas-marcas--influencia-da-percepcao-etica-do-consumidor--pec--na-confianca--no-comprometimento-e-na-lealdade-dos-consumidores-/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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