Suélen Bebber

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.

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.

Repurchase intent antecedents of a competitive brand in the smartphones segment

Abstract This research has analyzed the influence of perceived value, affective commitment, normative commitment and positive word of mouth as antecedents of repurchase intention of smartphones of a particular brand. The analysis of the results was made by means of multivariate statistics, applying Structural Equation Modeling technique. The sample consisted of 283 valid cases. The results showed that perceived value positively influences the affective commitment and normative commitment; perceived value by customers does not positively influences positive word of mouth; affective commitment positively influences positive word of mouth; affective commitment positively influences repurchase intention; normative commitment positively influences repurchase intention; and positive word of mouth positively influences repurchase intention of a product of the same brand.

Influência do ambiente físico de trabalho na criação do conhecimento nas organizações

O ambiente de trabalho pode contribuir para o desempenho e produtividade dos trabalhadores bem como para a troca de informacoes entre colegas de trabalho que, ao interagirem, promovem a criacao de conhecimento. O objetivo do presente estudo foi o de identificar a influencia da satisfacao com os aspectos tangiveis do ambiente construido sobre os aspectos intangiveis do processo de criacao do conhecimento em empresas do Rio Grande do Sul. O metodo adotado foi de natureza quantitativa com abordagem descritiva. Os dados foram coletados por meio de uma survey com corte transversal. O campo de estudo foi o das areas intensivas em conhecimento de empresas. Para a analise dos dados foram adotadas tecnicas de estatistica multivariada. Os resultados revelaram a relacao positiva entre a criacao de conhecimento tacito e a satisfacao com o ambiente construido. Mais especificamente, os resultados indicam que a satisfacao com o ambiente construido apresenta maior impacto sobre a criacao de conhecimento, nas areas da tecnologia e aprendizagem.

Inovação como Estratégia de Diferenciação: Produção de Vinho Kosher no Vale dos Vinhedos

A inovacao proporciona as empresas desenvolvimento, crescimento, bem como aumento dos lucros sustentaveis no mercado competitivo. Inovar constantemente coloca as empresas em posicoes de lideranca, de modo a gerar lucros a partir da diferenciacao. Neste cenario, a certificacao de produtos kosher , em especial, os vinhos abordados neste estudo, garante que os produtos alimenticios passaram por processos regidos, com diretrizes e regulamentos religiosos que orientam o consumo. Portanto, em meio a esta complexidade, e considerado um produto diferenciado. Com isso, o objetivo desta pesquisa foi descrever como ocorreram as inovacoes na producao do vinho Kosher em uma vinicola do Vale dos Vinhedos. Para este estudo foi realizado um estudo de caso, com entrevista em profundidade, baseada em um roteiro basico de entrevista, e com a aplicacao da tecnica de pesquisa qualitativa, de carater descritivo. Os resultados mostram que a vinicola busca fontes de conhecimento externas, por meio do contato proximo com os clientes e da sua politica comercial, assim como a visao ampla da gestao da empresa em buscar compreender diferentes culturas e proporcionar produtos diferenciados a seus clientes, o que garante alento a inovacoes e contribue para manter vantagem competitiva.

A Brazilian Experience of Customer Retention and Its Key Drivers in Banking Service Rendering

This article focuses on customer retention through the existing relationship of a banking service provider with its customers. A theoretical model was tested with banking service natural person customers taking into account customer satisfaction, value, service provider reputation, and trust as key drivers of customer retention. A multivariate statistical approach with structural equation modeling was used. Results indicate that the theoretical model has acceptable fit, confirming that customer satisfaction positively affects perceived value by customers; perceived value is a key driver of trust through service provider reputation; service provider reputation is important in the studied context; and customer retention is positively affected by trust in the service provider.