Evaluation of the customer relationship quality and propensity to change mobile telephone operators Outros Idiomas

The objective of this article is to shed light on the possible relations between previous events and the customer relationship quality and loyalty and a financial result indicator (lifetime revenue) on the predisposition to change mobile telephone operators. The study was carried out with a non-probabilistic quantitative framework and relied on the hypotheticaldeductive method. The data were obtained from a survey of 493 mobile phone users and were analyzed through a structural equation and logistic regression. The results partially proved the model proposed, because of the particularities of the groups analyzed. We confirmed (directly and indirectly) the premises of a positive and significant effect between Satisfaction, Trust and Commitment and their antecedents. Satisfaction and Loyalty were distinctive elements among the groups with lower propensity to change operators. These results demonstrate some particularities of this market, where consumers perceive supply as being homogeneous, a fact that stimulates the churn rate in Brazil.
Citação ABNT:
MAFFEZZOLLI, E. C. F.; PRADO, P. H. M.; SILVA, W. V.; MARCHETTI, R. Z. Evaluation of the customer relationship quality and propensity to change mobile telephone operators. Brazilian Business Review, v. 8, n. 4, p. 1-22, 2011.
Citação APA:
Maffezzolli, E. C. F., Prado, P. H. M., Silva, W. V., & Marchetti, R. Z. (2011). Evaluation of the customer relationship quality and propensity to change mobile telephone operators. Brazilian Business Review, 8(4), 1-22.
Link Permanente:
Tipo de documento:
ACHROL, R. Evolution of Marketing Organization: New Forms for Turbulent Environments. Journal of Marketing. n. 55, 1991

ANDERSON, E. Customer Satisfaction and Price Tolerance. Marketing Letters, July. 1996.

BARCELOS, E. M. B.; BAPTISTA, P. P.; SILVA, W.V. Relações Existentes entre a Avaliação de que uma Organização é Socialmente Responsável e a Satisfação, a Confiança e a Lealdade de seus Clientes. Anais do EMA, p. 52, 2010.

BERGAMO, F. V. M.; GIULIANI, A. C. A Lealdade do Estudante baseada na Qualidade do Relacionamento: Uma análise em Instituições de Ensino Superior. Anais do Enanpad. 2009.

BERGER, P. D.; NASR, N. I. Customer Lifetime Value: Marketing Models and Applications. Journal of Interactive Marketing. v. 12, p. 17-30. 1998.

BOLTON, R. N. A Dynamic Model of the Duration of the Customer´s Relationship with a Continous Service Provider: The Role of Satisfaction. Marketing Science. v. 17, n. 1, 1998.

DICK, A. S.; BASU, K. Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of Academic Marketing Science. v. 22, 1994.

DWYER, F. R.; SCHURR, P. H.; OH, S. Developing Buyer-Seller Relationships. Journal of Marketing. v. 61, n. 2, April 1987.

EGGERT, A.; ULAGA, W. Customer perceived value: a substitute for satisfaction in business markets? The journal of Business & Industrial Marketing. v. 17, 2002

FIELD, A. Discovering Statistics Using SPSS. Sage, London: 2005.

FORNELL, C. A National Customer Satisfaction barometer: The Swedish experience. Journal of Marketing, n. 56, 1992

FORNELL, C.; JOHNSON, M. D.; ANDERSON, E. W.; CHA, J.; BRYANT, B. E. The American Customer Satisfaction Index: Nature, purpose and findings. Journal of Marketing, v. 60, p. 7-18, 1996.

GARBARINO, E.; JOHNSON, M. S. The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing. v. 63, April. 1999.

GILL, J.; JOHNSON, P. Research Methods for Managers. 2nd ed. London: Sage, 1997.

GRÖNROOS, C. Keynote paper: From Marketing mix to Relationship Marketing towards a paradigm shift in marketing. Management Decision, 1997.

GRÖNROOS, C. Relationship approach to the marketing function in service contexts: the marketing and organizational behavior interface. Journal of Business Research, v. 20. n. 1, 1990.

GUO, C.; JIRAPORN, P. Customer satisfaction, net income and total assets: An exploratory study. Journal of Targeting, Measurement and Analysis for Marketing. v. 13, 2005.

GURAU, C.; RANCHHOD, A. How to calculate the value of a Customer. Measuring customer satisfaction: A platform for calculating, predicting and increasing customer profitability. Journal of Targeting, Measurement and Analysis for Marketing. March. 2002.

HAIR JUNIOR, J. F. Análise Multivariada de dados. 5 ed. Porto Alegre: Bookman, 2005.

HENNING-THURAU, T.; KLEE, A. The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development. Psychology & Marketing, 1997.

HOLBROOK, M.; CORFAMN, K. Quality and Value in the consumption experience: Phaedrus rides again. in Perceived Quality, J. Jacoby and J. Olson, eds. Lexington, MA: Lexingthon Books, 1985

HURLEY, R. H.; ESTELAMI, H. Alternative indices for monitoring customer perceptions of service quality: A comparative evaluation in a retail context. Journal of the Academy of Marketing Science, v. 26, 1998.

JOHNSON, M. D.; GUSTAFSSON, A.; ANDREASSEN, T. W.; LERVIK, L.; CHA, J. The Evolution and Future of National Customer Satisfaction Index Models. Journal of Economic Psychology, v. 22, p. 217-245, January. 2001.

JONES, O. T.; SASSER, W. E. Why Satisfied Customers Defect. Harvard Business Review. n. 73, 1995.

MALHOTRA, N. K. Pesquisa de Marketing: Uma Orientação Aplicada. 3 ed. Porto Alegre: Bookman, 2001.

MARCHETTI, R.; PRADO, P. H. M. Avaliação da Satisfação do Consumidor Utilizando o Método de Equações Estruturais: Um modelo Aplicado ao setor elétrico brasileiro. RAC. v. 8, n. 4, 2004.

MAVONDO, F. T.; RODRIGO, E. M. The effect of relationship dimensions on interpersonal and interorganizational commitment in organizations conducting business between Australia and China. Journal of Business Research. n. 52, 2001.

MCDOUGALL, G. H. G; LEVESQUE, T. Customer satisfaction with services: Putting perceived value into the equation. The Journal of Services Marketing. Santa Barbara, n. 5, v. 14, 2000.

MORGAN, R.; HUNT, S. The Commitment – Trust Theory of Relationship Marketing. Journal of Marketing, v. 58, n. 3, July. 1994.

MOURA, A. C. Validação do Modelo de Satisfação ACSI Modificado no Setor de Telefonia Móvel. XXIX Enanpad, 2005.

OLIVER, R. L. Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing. v. 57, n. 3, p. 25-48, 1981.

OLIVER, R. L. Whence Consumer Loyalty? Journal of Marketing. Ed. especial. v. 63, 1999.

PRADO, P. H. M. A avaliação do relacionamento sob a ótica do cliente: Um estudo em bancos de varejo. Doctoral Thesis – FGV. p. 497. São Paulo, 2004.

REICHHELD, F. F; SASSER, W. E. Zero Defections: Quality Comes to Services. Harvard Business Review, v. 68, n. 5, September-October. 1990.

REINARTZ, W. J; KUMAR, V. The impact of customer relationship characteristics on profitable lifetime duration. Journal of Marketing. v. 67, January 2003.

RYALS, L. Marketing customer relationship management work: The measurement and profitable management of customer relationships. Journal of Marketing. v. 68, October. 2005.

SIDERSHMUKH, D.; SINGH, J.; SABOL, B. Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing. v. 66, n. 1, January. 2002.

YEUNG, M. C. H.; ENNEW, C. T. From customer satisfaction to profitability. Journal of Strategic Marketing, 2000.

YI, Y; JEON, H. Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty. Journal of Academic Marketing Science. v. 31, n. 3, 2003

ZEITHMAL, V. A. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. v. 52, 1988

ZEITHMAL, V. A.; BERRY, L.; PARASURAMAN, A. The Behavioral Consequences of Service Quality. Journal of Marketing. n. 52, July. 1996.