O impacto do arrependimento na lealdade do consumidor
Miniatura indisponível
Ficheiros
Data
2014
Título da revista
ISSN da revista
Título do Volume
Editora
Resumo
O papel do arrependimento no comportamento de compra só ganha destaque a partir dos anos 80, quando Loomes e Sugden propõem uma visão alternativa à perspectiva racional então vigente. Desde então, vários autores têm vindo a estudar as suas consequências em comportamentos futuros, como a repetição de compra, ignorando, normalmente, o seu papel na lealdade.
O presente estudo pretende averiguar a relação entre o arrependimento e a lealdade, procurando medir o impacto do primeiro na segunda. Para tal, recorreu-se ao estudo do mercado português de seguros, um mercado que, por ser de serviços, é propenso ao marketing de relacionamento, também abordado neste trabalho, pelo seu importante papel na garantia de um relacionamento duradouro com o consumidor.
The role of regret in consumer’s behaviour gains prominence in the 80’s, when Loomes and Sugden suggest an alternative view to the prevailing rational perspective. Since then, several authors have been studying the consequences of regret in future behaviors, such as repeated purchase, but usually ignoring its role in loyalty. This study aims to investigate the relationship between regret and loyalty, seeking to measure the impact of the first on the second. For this purpose, we resorted to the study of the portuguese insurance market. This market, for its specificities, is prone to relationship marketing, which is also addressed in this work, for its important role in ensuring a lasting relationship with the consumer.
The role of regret in consumer’s behaviour gains prominence in the 80’s, when Loomes and Sugden suggest an alternative view to the prevailing rational perspective. Since then, several authors have been studying the consequences of regret in future behaviors, such as repeated purchase, but usually ignoring its role in loyalty. This study aims to investigate the relationship between regret and loyalty, seeking to measure the impact of the first on the second. For this purpose, we resorted to the study of the portuguese insurance market. This market, for its specificities, is prone to relationship marketing, which is also addressed in this work, for its important role in ensuring a lasting relationship with the consumer.
Descrição
Orientação: José Manuel Silva Carvalho Vieira
Palavras-chave
MESTRADO EM MARKETING E PUBLICIDADE, CONSUMIDORES, EMPRESAS SEGURADORAS, CONSUMERS, INSURANCE COMPANIES, COMUNICAÇÃO, COMMUNICATION