Gutembergue Soares da Silva

APLICAÇÃO ADAPTATIVA DO MODELO FODNESS E MURRAY NA AVALIAÇÃO DA SATISFAÇÃO DE PASSAGEIROS NO AEROPORTO INTERNACIONAL AUGUSTO SEVERO UTILIZANDO REGRESSÃO MULTIVARIADA

A Satisfacao do cliente e a sua avaliacao fazem parte das preocupacoes dos gestores, sendo cada vez mais comum realizarem-se pesquisas de modo a aferir a sua satisfacao. A proposta desse artigo foi avaliar a satisfacao do cliente na condicao de passageiros no Aeroporto Internacional Augusto Severo em Parnamirim/RN. Esta pesquisa tambem procurou identificar as dimensoes que mais contribuem no resultado da avaliacao da satisfacao geral dos passageiros. Foi realizada uma revisao da literatura que serviu como base para a pesquisa e para a compreensao e analise dos resultados. A partir dai, foi identificado o modelo Fodness e Murray para a afericao do nivel de satisfacao quanto a qualidade dos servicos prestados, em funcao de sua abrangencia temporal e espacial, correlata aos sistemas de transporte aereo, tendo o mesmo sido utilizado como referencial do modelo proposto. Os resultados mostram que entre as dimensoes determinantes, quatro foram significativas na explicacao da satisfacao geral, baseados na aplicacao da regressao logistica. O modelo estatistico formulado revelou-se bem ajustado e com boa capacidade de explicar o comportamento da satisfacao do cliente. Os principais problemas identificados foram: confianca na seguranca e nas instalacoes, disponibilidade de taxi, tempo de espera de taxi, disponibilidade e qualidade dos assentos, conforto do terminal e precos dos restaurantes. Outra percepcao foi que a satisfacao pode ser afetada pelas variaveis de caracterizacao estado civil, idade e renda.

Mobile Communications Market Segmentation: An Analysis of Data Combining Self-organizing Maps and Structural Equation Modeling

Market segmentation is a vital part of an organizations marketing because it provides a convenient way for the development of services, strategies and differentiated positioning. This study uses an approach that combines the Self-Organizing Maps of Kohonen (SOM) with the technique of Structural Equation Modeling (SEM) in the application of a segmentation issue in the Brazilian mobile marketing, one of the most competitive in the world. A model of satisfaction in mobile communications is used with the SEM to examine the moderation effects on customer segments. The results show that the combination of the techniques was found to be an adequate validation of the segmentation with structural models, being investigated various demographic, socioeconomic and behavioral factors of the customers. Furthermore, it was found that the moderating effect of the segmentation performed can affect the assessment of the overall satisfaction, especially the relationship with their background, quality, value and image.

EQUIVALENCE OF GROUPS WITH LATENT VARIABLES: AN APPLICATION OF STRUCTURAL EQUATION MODELING IN THE EVALUATION OF THE INFLUENCE OF GENDER ON CUSTOMER SATISFACTION IN MOBILE COMMUNICATION

Structural Equation Modeling provides a reliable resource for testing differences between groups of latent variables. The purpose of this article is to highlight the steps involved in testing for invariance analysis of multiple groups. Based on the analysis of covariance structure is an application made for the purpose of researching the equivalence of the same theoretical framework to examine the influence of gender on the mobile client satisfaction by assessing the measurement model. It was found that the scores do not vary significantly, depending on the specific characteristics of these consumers. Procedures of confirmatory factor analysis and tests of invariance across multiple groups are also reported.

Logistic regression applied to airport customer satisfaction using hierarchical quality model

This study was conducted to evaluate the customer satisfaction as passengers at Augusto Severo International Airport in Parnamirim - RN in order to identify the dimensions which most contribute to the result of assessing the overall passenger satisfaction. It was made a literature review to serve as basis for the research from the model by Brady and Cronin so as to measure the level of satisfaction with the quality of services provided based on their temporal and spatial coverage and related to air transport system, which is the same used as the reference model. Results have shown that the determinant dimensions are significant for the explanation of the overall satisfaction, based on the application of logistic regression. The formulated statistical model was revealed to be well adjusted and able to explain the behavior of passenger satisfaction. The main problems identified were: attitude of staff, concept of facilities and waiting time, in addition to limitations and suggestions for improvements which were approached.