O alargamento dos barómetros de satisfação à lealdade dos clientes

Autores

  • Alexandra Machás Escola Superior de Comunicação Social (ESCS) - Instituto Politécnico de Lisboa

DOI:

https://doi.org/10.4000/cp.9922

Palavras-chave:

satisfação do cliente, lealdade do cliente, confiança, relacionamento com o cliente

Resumo

Para os principais Barómetros de Satisfação que têm sido desenvolvidos e aplicados na estimação da satisfação dos clientes, a literatura recente tem vindo a discutir a necessidade de alargar estes modelos à lealdade. A lealdade tornou-se, na última década, uma variável crucial no marketing, em particular no que se refere às áreas do Customer Relationship Management (CRM). A satisfação dos clientes é de facto uma variável importante; contudo tem-se provado que a sua relação com a lealdade é inconsistente ou não linear. Este resultado contribuiu para o desenvolvimento de uma nova linha de investigação com o objectivo de determinar que outras variáveis têm algum impacto na lealdade, para além da satisfação. Vários estudos têm proposto outras variáveis latentes como determinantes da lealdade. A confiança e o relacionamento são as duas variáveis propostas para serem incluídas nos actuais Barómetros de Satisfação, nomeadamente no sector dos serviços.

 

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Publicado

2005-06-30

Edição

Secção

Dossier Estudos do Consumidor (I)

Como Citar

O alargamento dos barómetros de satisfação à lealdade dos clientes. (2005). Comunicação Pública, 1(1), 159-176. https://doi.org/10.4000/cp.9922