Gabriel Sperandio Milan

Identificação das dimensões da qualidade em serviços: um estudo aplicado em uma instituição de ensino superior

El presente trabajo busca identificar y evaluar la percepcion de los clientes (alumnos) sobre los servicios prestados en una Institucion de Ensenanza Superior (IES) de la Sierra Gaucha, estado de Rio Grande do Sul, a traves de la identificacion de atributos que ejercen impacto sobre la satisfaccion, asi como de dimensiones o factores relacionados a la calidad, que pueden ser sugeridos para la busca de un diferencial competitivo en cursos de postgrado (lato sensu). La identificacion de dichos atributos y dimensiones puede ayudar a la institucion a priorizar acciones, considerando la percepcion de los alumnos, en el sentido de elevar la calidad de sus servicios y estimular la retencion de clientes (alumnos) y consolidar el posicionamiento de mercado de la IES. Los resultados obtenidos evidenciaron seis dimensiones de calidad de servicios, que pueden servir de base a direccionamientos de la IESThis work seeks to identify and assess the perception of customers (students) about the services provided in a Higher Education Institution (HEI) in Serra Gaucha, by identifying the attributes that have an impact on their satisfaction levels and the dimensions or factors related to quality that can be suggested in the search for a competitive differential in post-graduate (specialization) courses. Identification of the attributes and, consequently, the quality dimensions related to the services provided can help the institution prioritize its actions, by taking into consideration student perceptions, in the sense of raising its service quality, thus contributing to excellence in education, as well as customers retention (students) and consolidating its market position. The results showed that there are six quality dimensions in the services provided and they can serve as a basis for the direction to be taken by HEI.O presente trabalho consistiu em identificar e avaliar a percepcao dos clientes (alunos) sobre os servicos prestados pela Universidade de Caxias do Sul (UCS), atraves da identificacao dos atributos que impactam na sua satisfacao e de dimensoes, ou fatores, relacionados a qualidade, que podem ser sugeridos na busca de um diferencial competitivo nos cursos de pos-graduacao (lato sensu). A identificacao dos atributos e, por conseguinte, das dimensoes da qualidade relacionadas aos servicos prestados pode ajudar a Instituicao a priorizar acoes, considerando a percepcao dos alunos, no sentido de elevar a qualidade dos servicos, contribuindo para a excelencia na educacao, alem de estimular a retencao de clientes (alunos) e consolidar seu posicionamento de mercado. A pesquisa foi desenvolvida em duas fases: uma qualitativa, sendo por meio de entrevistas individuais em profundidade, e outra quantitativa, com a aplicacao de um questionario estruturado que para a analise dos dados foram utilizadas tecnicas estatisticas multivariadas. Os resultados obtidos evidenciaram o grau de satisfacao dos alunos, o que permitiu identificar as dimensoes da qualidade dos servicos prestados, alem de alguns direcionamentos para a IES.

Distribution channel conflict management: a Brazilian experience

Purpose – The purpose of this paper is to identify the mechanisms adopted by the distribution channel of a leading Brazilian truck manufacturing company, which generates various conflicts that have a negative impact on the performance of the channel operations, with a focus on the conflict causes. The study aims to expand the domain of distribution channel conflict management as a benchmark activity by exploring the potential sources of conflict occurring in a major Brazilian distribution channel.Design/methodology/approach – The research method is exploratory, using a case study from a major company of the automotive sector of Serra Gaucha, Brazil. The distribution processes are analyzed in a real and specific context, implemented by means of individual, in‐depth interviews, with the application of a basic script of questions.Findings – The findings indicate the existence of seven potential sources of conflict and 23 conflicting issues, considered relevant and of negative impact on the distribution chann...

A configuração da imagem de um shopping center na percepção de consumidores locais

El presente estudio consistio en identificar la imagen de un Centro Comercial en el punto de vista de los consumidores locales. Las imagenes estan organizadas como una red de significados o sistemas relacionados y organizados en torno a elementos fundamentales, que son socialmente aceptados y compartidos. La identificacion de las imagenes mentales que los consumidores tienen sobre el Centro Comercial es relevante para dirigir las estrategias y acciones de marketing. A partir de una investigacion exploratoria, se utilizo el Metodo de Configuracion de Imagen (MCI), un instrumento probado y validado para la identificacion de las imagenes de las organizaciones, productos, servicios y marcas, convirtiendose, en una muestra de 400 consumidores, en la imagen del Centro C omercial estudiado. Basada en la Teoria del Nucleo Central, se identificaron los atributos y las dimensiones (cognitiva, emocional, funcional y simbolica) en relacion con las imagenes formadas por los consumidores. Los resultados se muestran en la Tabla de Configuracion de la Imagen (GCI), que tiene los atributos que componen las imagenes del Centro Comercial, la proximidad de estos atributos con la Imagen Central y la dimension a la que pertenecen. De los resultados, la imagen del Centro Comercial se encuentra mas ligada a los elementos funcionales, o sea, las caracteristicas fisicas que ofrece, y los elementos simbolicos, o sea, el sentido de que el Centro Comercial transmite a los consumidores. Por lo tanto, las dimensiones mas relevantes fueron la dimension funcional (48,06%) y la dimension simbolica (33,71%), lo que representa mas del 80% del VT (Valor Total) de los atributos mas recordados y evocados. De esto, uno podria pensar que estas dos dimensiones tienen los atributos mas representativos de la comprension comun de los entrevistados acerca del Centro Comercial. Las dimensiones menos notables fueron la dimension emocional (11,55%) y la dimension cognitiva (6,68%) lo que indica que sus respectivos atributos fueron evocados con menos frecuencia por los consumidores.

A CONSTRUÇÃO DE UM MODELO SOBRE A RETENÇÃO DE CLIENTES E SEUS ANTECEDENTES EM UM AMBIENTE DE SERVIÇOS

This work approaches the strategy of customer retention by means of the practical of therelationship marketing in the environment of services. A Theoretical Model is proposed, withits respective hypothesis, in which the constructs Customer Satisfaction, Value, Reputation ofthe Services Provider and Trust are considered antecedents of Customer Retention.The central analysis of the data was implemented by techniques of multivariate statistics andthe Structural Equations Modeling. The results indicate that the Respecificated TheoreticalModel presents the best adjustment compared to initial Theoretical Model; even so it needs atheoretical and empirical evolution, despite of originality of the integrated model. The workpropitiates relevant evidences, proving that the value perceived for the customers is oneantecedent construct of the trust deposited in the services provider, and this relation ismediated by the reputation of the services provider; that the reputation of the servicesprovider is important in the relational context in study; and that the customer retention ispositively influenced by the trust deposited in the services provider.

Pricing strategies and levels and their impact on corporate profitability

Price policy definition is one of the most important decisions in management as it affects corporate profitability and market competitiveness. Despite the importance that prices take in organizations, it appears that this element has not received proper attention by many academics and marketers since it represents, according to estimates, less than 2% of the papers on leading journals in the field. Thus, the aim of this study was to propose and test a theoretical model showing the impacts of pricing policy on corporate profitability. To this end, 150 companies in the metal-mechanic sector situated in the Northeast of Rio Grande do Sul State, Brazil were studied, integrating customer value-based pricing strategies, competition-based pricing strategies and cost-based pricing strategies with price levels (high and low) and performance with respect to profitability. The results indicate that the profitability of the surveyed companies is positively affected by value-based pricing strategy and high price levels while it is negatively affected by low price levels. Such findings indicate that pricing policies influence the profitability of organizations and therefore, a more strategic look at the pricing process may constitute one aspect that cannot be overlooked by managers.

Service quality dimensions and customer satisfaction in a Brazilian university context

Purpose The purpose of this paper is to identify and assess the perception of customers (students) about the services provided by Brazilian universities, through the identification of the attributes that impact on customer satisfaction and the dimensions or factors related to quality in services. This may generate a better management and seek more competitive edge in graduate courses. Design/methodology/approach The research method was developed in two phases: the first one is characterized by a qualitative and exploratory approach and the second one as a quantitative research of conclusive character. In the qualitative phase, in-depth interviews were implemented with a semi-structured approach. A survey was performed in the final phase and a multivariate statistical technique was used for the data analysis. Findings The results echoed in a set of 40 analyzed attributes (variables), distributed in six dimensions of quality in services, in the graduate courses (second cycle) of administration, which could serve as a basis for orienting other Brazilian universities. Research limitations/implications The data analysis did not include crossed techniques that could have enriched the analysis process. Another limitation that can be pointed out is the fact of having only adopted a factor analysis method to identify the dimensions of service quality that influence customer satisfaction (students). In addition, data collection was cross-sectional, which does not allow any change verification of the respondents’ perception. Practical implications Taking into account the current scenario of increased competition between the Brazilian universities to attract and retain students, the knowledge of student’s preferences and the dimensions of quality service can effectively contribute in the development of strategies and actions for an effective graduate programs management (second cycle), and for their consolidation in the Brazilian market. Social implications The development of more adequate courses, in terms of level of quality and relevancy. Originality/value The identification of the attributes that represent the quality dimensions, related to the services provided, can assist any Brazilian university to prioritize its strategies and actions and to contribute to excellence in education. In addition, it may encourage customer retention (students) and consolidate its market position. Moreover, the study can contribute as a source of empirical data for transferability and benchmark strategies in other contexts for Brazilian universities.

Perceived Value, Reputation, Trust, and Switching Costs as Determinants of Customer Retention

In service companies, maintenance and expansion of relational exchanges reinforce customer retention as a differentiator from the competition. In this research we developed and tested a theoretical model considering perceived value, service provider reputation, trust, and switching costs as determinants of customer retention. After that, a survey was done, and analysis of the results was performed using structural equation modeling with a sample of 269 client companies of corporate health plans. The contributions of the specified theoretical model, considering its uniqueness, proved that perceived value positively influences service provider reputation, service provider reputation has a direct impact on trust and switching costs, switching costs are configured as determinants of customer retention, and customer retention is positively influenced by service provider reputation in a relational context.

PROPOSIÇÃO DE UM MODELO CONCEITUAL EM TORNO DA PRÁTICA DA GOVERNANÇA EM CADEIAS LOGÍSTICO-PORTUÁRIAS

Os processos de importacao e de exportacao sao extremamente dinâmicos e as empresas que se envolvem com eles devem buscar, constantemente, a melhor relacao entre os custos e o nivel de servico logistico, com vistas a gerarem ofertas de maior valor ao mercado. Neste contexto, a eficiencia portuaria e de fundamental importância para o aumento da competitividade dos diferentes setores exportadores de um pais, impactando na economia como um todo. A concepcao moderna de gestao portuaria deve considerar nao apenas o porto em si, mas o contexto de toda a comunidade portuaria, ou seja, o conjunto de atores que realizam atividades direta ou indiretamente associadas ao porto. Alem disso, deve-se buscar o alinhamento e a coordenacao destes atores, para que assim o porto exerca um papel de inducao da competitividade regional. Diante desse cenario, o presente trabalho teve como objetivo propor um modelo conceitual para apoiar o estudo da governanca em cadeias logistico-portuarias. Com o estudo de caso do Porto de Valencia, foi possivel elaborar um modelo abrangente e consistente, que sintetiza as principais acoes de governanca desenvolvidas no referido porto, as quais permitiram seu reconhecimento como Best-in-Class no setor. A partir da aplicacao desse modelo, sera possivel identificar iniciativas ou direcionamentos para o desenvolvimento de cadeias logistico-portuarias no Brasil e, consequentemente, gerar um aumento da competitividade brasileira no contexto global .

Antecedents of Purchase Intention in the Online Context

ABSTRACT The understanding of the determinant factors of customer purchase intention is necessary, and it is equally important to study the online purchase context, since this context is disseminated among customers. A theoretical model has been elaborated on and tested, considering the constructs of information quality, distrust, and perceived risk as antecedents of purchase intention, and aiming to analyze the relationship among these constructs in the online purchase context. A quantitative research study has been performed by means of the application of a survey. Multivariate statistics techniques have been applied for data analyses, including structural equation modeling. This study contributes to the evolution of the empirically tested concepts by providing a greater individual understanding of each construct presented in the theoretical model, as well as the relationship among them as determinants of purchase intention; the indication is that meaningful relationships were found which may impact greater profitability and, consequently, greater competition for online retailers.

O efeito país de origem e o comportamento do consumidor em relação a vinhos

A presente pesquisa analisou o efeito do pais de origem sobre a qualidade percebida, a intencao de compra e a disposicao de preco a pagar dos consumidores de Caxias do Sul (RS) em relacao a vinhos. Para tanto, foi implementada uma pesquisa de carater experimental na qual foram distribuidas amostras de um mesmo vinho para tres grupos diferentes que o avaliaram atraves de degustacao e, posteriormente, responderam a um questionario. A unica diferenca entre os tres grupos diz respeito as informacoes sobre o pais de origem do vinho recebido para a degustacao. Os resultados mostraram que o grupo que recebeu o vinho pensando este ser produzido no Chile (grupo 1) apresentou medias mais altas em relacao a qualidade percebida do produto, a intencao de compra e a disposicao de preco a pagar, quando comparado ao grupo de controle (sem informacoes sobre o pais de origem do produto) (grupo 3) e ao grupo que recebeu o vinho com informacao de que se tratava de um vinho chines (grupo 2).