Sérgio Luiz do Amaral Moretti

VALOR DE COMPRA HEDÔNICO OU UTILITÁRIO E SUA INFLUÊNCIA NO VAREJO: RESULTADOS DE UM SURVEY NO SETOR DE CONSTRUÇÃO CIVIL

Este artigo analisa a relacao entre o valor de compra hedonico ou utilitario com a satisfacao, boca a boca e intencao de recompra, por meio de um modelo desenvolvido para este fim. O estudo foi motivado pelo crescente debate sobre a influencia do ambiente de loja na satisfacao dos clientes. As hipoteses foram testadas por meio de um survey de 400 entrevistas com compradores, nas lojas de uma rede de materiais para construcao civil da capital paulista. Os resultados indicaram que o valor de compra utilitario influenciou positivamente todas as variaveis de resultado do varejo e o valor de compra hedonico influenciou apenas o boca a boca e a intencao de recompra. A influencia do valor de compra utilitario sobre a satisfacao, boca a boca e intencao de recompra foi maior do que a influencia do valor de compra hedonico. Estas descobertas podem indicar, mesmo nao sendo uma garantia, que dispor de boa variedade, pronta disponibilidade de mercadorias, boa localizacao, horarios adequados e precos competitivos resultam em clientes satisfeitos e leais.

Avaliação de justiça e intenção de turnover em equipes de vendas: teste de um modelo teórico

The theme of justice within in the context of the management of a sales team, albeit important for measuring the relationship and effectiveness of these teams, is little or never explored in Brazil. The main purpose of this work is to understand the relationship between the evaluation of justice in its four-dimensional constitution (informational, procedural, distributive and inter-personal) and the motivation, loyalty and turnover intention of sales teams. The field study was carried out by means of an electronic survey with a final sample of 194 respondents, all sales professionals. One of the academic contributions of the study was to propose a new scale for measuring perceived justice. Another contribution was that of enabling a more in-depth understanding of the multi-dimensional aspects of the perception of justice, loyalty, motivation and turnover intention. In this sense it provided evidence of the perceived justice in the psychological link between the sales team and the company.

Cor ou escolaridade de personagens de propaganda? Preferências entre universitários

The literature on the evaluation of characters in advertising shows that the identification of social groups with ethnics varies according to the investigated object. With the aim of contributing to this field a survey was carried out with 4200 university tudents, in order to identify their reactions to a watch advertisement. The analysis considered three dependent variables, evaluating advertising, product and character; and three independent variables, evaluating the color of the respondent as well as the color and the educational level of the character perceived by the respondents. The results showed that the color of the skin of the character had little effect on the evaluation of the advertisement or the product, even among respondents who were of the same skin color. However, the perception of the educational level of the character was significant to explain the different atings of the advertising and the product.

Hospitalidade em festivais: avaliação comparada das Oktoberfest de Munique (RFA) e Blumenau (SC/Brasil)

EnglishThe study of hospitality allows the understanding of the human relationships at the time of receiving the other and has become important concept to understand the perception of quality and customer satisfaction. Increased interest in festivals has led organizers to devote more attention to it. This article seeks to examine the subject and to this end we applied a survey in Oktoberfest Munich (Germany) with 285 inquiries and, of Blumenau (S / C, Brazil) with 432 inquiries based on SERVQUAL using their dimension Perceived Quality of Service, which is an innovative initiative in the research field of festivals. The analysis was performed using structural equation. In all aspects investigated for perceived quality (safety, empathy, reliability, service and tangibility), satisfaction rates were much more positive in Blumenau Oktoberfest, compared to the Oktoberfest in Munich. As in Munich, the beer choices make up the best‑rated item on the tangibility by patrons of the event in Blumenau, leaving extremely satisfied 72.9% of visitors portuguesO estudo da hospitalidade permite compreender as relacoes humanas no momento de receber o outro e vem se tornando importante conceito para compreender a percepcao de qualidade e satisfacao dos clientes. O maior interesse pelos festivais tem levado seus organizadores a dedicar‑lhe maior atencao. Esse artigo busca aprofundar o tema e, com esse intuito foi aplicado um survey nas Oktoberfest de Munique (RFA) com 285 inqueritos e, de Blumenau (S/C, Brasil) com 432 inqueritos, com base na escala SERVQUAL utilizando sua dimensao Qualidade Percebido dos Servicos, o que e uma iniciativa inovadora no campo de pesquisa de festivais. A analise dos resultados foi feita por meio de equacoes estruturais. Em todos os aspectos investigados quanto a qualidade percebida (seguranca, empatia, confiabilidade, atendimento e tangibilidade), os indices de satisfacao foram bem mais positivos na Oktoberfest de Blumenau, comparativamente a Oktoberfest de Munique. A semelhanca de Munique, as opcoes de cerveja compoem o item mais bem avaliado quanto a tangibilidade pelos frequentadores do evento em Blumenau, deixando extremamente satisfeitos 72,9% dos visitantes.

Valor Para o Cliente e Valor do Cliente. Conceitos e Implicações para o Processo de Marketing

O construto valor tem figurado com enfase crescente na literatura pertinente a administracao estrategica e competitiva e no marketing estrategico. A despeito disso, observam-se algumas inconsistencias semânticas e falta de uniformidade no emprego do termo, principalmente quando associado a algum aposto qualificativo. Outras questoes recorrentes incluem a ausencia de um esquema integrador dos conceitos e os respectivos significados e conteudos que o construto envolve, e de uma conexao com processos gerenciais a eles atrelados, no âmbito do posicionamento competitivo e do marketing estrategico. Nesse contexto, o artigo tem por objetivo discutir os conceitos de valor - para o cliente e do cliente para a empresa -, propondo uma visao integrada e um esquema teorico que reflitam as interdependencias e as inter-relacoes entre os conteudos pertinentes ao termo. Sao analisados ainda os desdobramentos relacionados a gestao dos processos estrategicos e taticos de marketing, questoes normalmente nao abordadas de forma integrada na literatura. Buscou-se, como resultado, contribuir nos dominios academico e gerencial, mediante a discussao da amplitude e ambivalencia do conceito de valor, realcando-se suas implicacoes na gestao estrategica de marketing.

Análise comparativa da escala RSQ (retail service quality) em diferentes formatos varejistas [doi: 10.5329/RECADM.20121102010]

Apesar da qualidade percebida de servicos prestados por uma empresa ser um tema de grande interesse, tanto no meio academico quanto no empresarial, parece que o mesmo esta longe de ser esgotado. O grande numero de investigacoes cientificas nesta area nao chega a surpreender, pois varios academicos acreditam que a qualidade percebida e um dos principais antecedentes da lealdade dos consumidores. Entendendo ainda existirem lacunas nas escalas de medicao de qualidade do servico, Dabholkar, Thorpe e Rentz (1996) criaram e validaram uma escala com a amplitude necessaria capaz de realizar a mensuracao do construto em todos os segmentos varejistas a qual batizaram de RSQ – Retail Service Quality . Com o objetivo de demonstrar a aplicabilidade da escala RSQ no contexto brasileiro, foram realizados tres surveys com 690 consumidores de estabelecimentos varejistas de diferentes formatos (servicos bancarios, loja de material esportivo e loja de roupas) todos da cidade de Sao Paulo. A analise dos dados, por meio de modelagem de equacoes estruturais com matriz de estimacao por minimos quadrados parciais, indicou que a escala RSQ identificou as cinco dimensoes teoricas da qualidade percebida e que possibilitou a verificacao dos pontos de maior e menor relevância em cada formato varejista. Destacaram-se na analise dos dados os altos coeficientes de determinacao para as dimensoes Interacoes Pessoais e Confianca. Palavras-chave Qualidade percebida, retail service quality, varejo. COMPARATIVE ANALYSIS OF RSQ SCALE (RETAIL SERVICE QUALITY) IN DIFFERENT RETAILERS FORMATS ABSTRACT Despite the perceived quality of services provided by a company to be a topic of great interest, both in academia and business, it seems that the same is far from being exhausted. The large number of scientific research in this area is not enough to surprise, because many academics believe that the perceived quality is one of the main antecedents of consumer loyalty. Understanding there are still gaps in measurement scales of quality of service, Dabholkar, Thorpe and Rentz (1996) created and validated a scale with the breadth required to perform the measurement of the construct in all segments retailers which named RSQ Retail Service Quality. With the goal to demonstrate the applicability of scale RSQ in brazilian context surveys were carried out three with 690 consumers of three retail establishments of different formats. Data analysis, by means of structural equations modeling by partial least squares, indicated that the scale RSQ identified the five theoretical dimensions of perceived quality and that enabled the verification of major and minor relevance in each retail format. High coefficients of determination for dimensions Personal Interactions and Trust stood out in data analysis. Keywords Perceived quality, retail service quality, retail.

ANÁLISE COMPARATIVA DA ESCALA RSQ (RETAIL SERVICE QUALITY) EM DIFERENTES FORMATOS VAREJISTAS

Despite the perceived quality of services provided by a company to be a topic of great interest, both in academia and business, it seems that the same is far from being exhausted. The large number of scientific research in this area is not enough to surprise, because many academics believe that the perceived quality is one of the main antecedents of consumer loyalty. Understanding there are still gaps in measurement scales of quality of service, Dabholkar, Thorpe and Rentz (1996) created and validated a scale with the breadth required to perform the measurement of the construct in all segments retailers which named RSQ Retail Service Quality. With the goal to demonstrate the applicability of scale RSQ in brazilian context surveys were carried out three with 690 consumers of three retail establishments of different formats. Data analysis, by means of structural equations modeling by partial least squares, indicated that the scale RSQ identified the five theoretical dimensions of perceived quality and that enabled the verification of major and minor relevance in each retail format. High coefficients of determination for dimensions Personal Interactions and Trust stood out in data analysis.

Evaluation of justice and turnover intention in sales teams: test of a theoretical model

The theme of justice within in the context of the management of a sales team, albeit important for measuring the relationship and effectiveness of these teams, is little or never explored in Brazil. The main purpose of this work is to understand the relationship between the evaluation of justice in its four-dimensional constitution (informational, procedural, distributive and inter-personal) and the motivation, loyalty and turnover intention of sales teams. The field study was carried out by means of an electronic survey with a final sample of 194 respondents, all sales professionals. One of the academic contributions of the study was to propose a new scale for measuring perceived justice. Another contribution was that of enabling a more in-depth understanding of the multi-dimensional aspects of the perception of justice, loyalty, motivation and turnover intention. In this sense it provided evidence of the perceived justice in the psychological link between the sales team and the company.

Evaluación de justicia e intención de turnover en equipos de ventas: prueba de un modelo teórico

The theme of justice within in the context of the management of a sales team, albeit important for measuring the relationship and effectiveness of these teams, is little or never explored in Brazil. The main purpose of this work is to understand the relationship between the evaluation of justice in its four-dimensional constitution (informational, procedural, distributive and inter-personal) and the motivation, loyalty and turnover intention of sales teams. The field study was carried out by means of an electronic survey with a final sample of 194 respondents, all sales professionals. One of the academic contributions of the study was to propose a new scale for measuring perceived justice. Another contribution was that of enabling a more in-depth understanding of the multi-dimensional aspects of the perception of justice, loyalty, motivation and turnover intention. In this sense it provided evidence of the perceived justice in the psychological link between the sales team and the company.

GESTÃO SOCIAL E AMBIENTAL EM PEQUENAS E MÉDIAS EMPRESAS: INFLUÊNCIA E PODER DOS STAKEHOLDERS

The aim of this study was to analyze how large companies influence their suppliers, in this case Small and Medium Enterprises (SMEs), in favor of adopting social and environmental responsibility practices. It was used for this purpose the perspective of Corporate Social Responsibility (CSR) that, although lacks a consistent theoretical unit, was more appropriate to the case. The relevance of the study was justified by the limited number of studies on CSR on SMEs and the influence that stakeholders - in this particular case the concept was used in the sense of interested groups - have on this relationship. The study was conducted within the framework of the Tear Program - Weaving Sustainable Networks - that aimed to mobilize, through large companies (or anchors), the adoption of social and environmental responsibility practices management for its suppliers. The methodology of multiple cases study was used with the purpose of considering such impacts through three anchors companies and six SMEs. According to results, it can be seen that the influence of stakeholders stressed the importance and accelerate the adoption of CSR practices but lacks the strength to ensure an increase in performance, competitiveness and market opportunities. This finding is contrary to the initial objective of the Tear Program, as was nailed to SMEs by its organizers.