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Fatores determinantes na lealdade dos consumidores no setor das telecomunicações em Portugal
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| 17.26 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A presente investigação tem como objetivo averiguar as variáveis que
afetam a lealdade e as que são afetadas por essa mesma no setor das
telecomunicações em Portugal. Sendo elaborado um modelo de
equações estruturais com base nas diversas investigações abordadas
ao longo da revisão da literatura. Esse modelo é constituído por
antecedentes da lealdade como o preço, a qualidade do serviço, o
atendimento ao consumidor, os custos de mudança e a satisfação do
consumidor. A lealdade que é constituída pela intenção de compra e a
intenção de permanência. As consequências são abordadas a
resistência à persuasão e o customer advocacy. Na vertente prática os
dados foram recolhidos através de um inquérito online, obtendo uma
amostra de 1.213 indivíduos. Os dados foram analisados através de uma
análise fatorial confirmatória, com recorrência ao software AMOS (v.28).
A utilização deste software permitiu verificar as relações causais diretas
entre as diversas variáveis latentes, através da análise Monte Carlo
Bootstrap. Do qual se verificou que todas as variáveis têm um efeito
direto positivo e estatisticamente relevante, com a exceção dos custos
de mudança, que não é estatisticamente relevante. A variável que
influência mais a lealdade é a qualidade do serviço. Verificou-se
também, que neste setor a variável preço tem um impacto positivo na
lealdade dos consumidores.
This research aims to investigate the variables that affect loyalty and those that are affected by loyalty in the telecommunications sector in Portugal. A structural equation model was developed based on the several researches addressed throughout the literature review. This model is composed of loyalty antecedents such as price, service quality, customer service, switching costs and customer satisfaction. Loyalty is constituted by purchase intention and permanence intention. The consequences, resistance to persuasion and customer advocacy are addressed. On the practical side, data were collected through an online survey, obtaining a sample of 1,213 individuals. Data were analyzed through a confirmatory factor analysis, using the software AMOS (v.28). From this analysis it was found that the variable that most influences loyalty is service quality. The use of this software allowed for the verification of direct causal relationships between the various latent variables, through Monte Carlo Bootstrap analysis. From which it was found that all variables have a positive and statistically relevant direct effect, with the exception of switching costs, which is not statistically relevant. The variable that influences loyalty the most is service quality. It was also found that in this sector the price variable has a positive impact on consumer loyalty.
This research aims to investigate the variables that affect loyalty and those that are affected by loyalty in the telecommunications sector in Portugal. A structural equation model was developed based on the several researches addressed throughout the literature review. This model is composed of loyalty antecedents such as price, service quality, customer service, switching costs and customer satisfaction. Loyalty is constituted by purchase intention and permanence intention. The consequences, resistance to persuasion and customer advocacy are addressed. On the practical side, data were collected through an online survey, obtaining a sample of 1,213 individuals. Data were analyzed through a confirmatory factor analysis, using the software AMOS (v.28). From this analysis it was found that the variable that most influences loyalty is service quality. The use of this software allowed for the verification of direct causal relationships between the various latent variables, through Monte Carlo Bootstrap analysis. From which it was found that all variables have a positive and statistically relevant direct effect, with the exception of switching costs, which is not statistically relevant. The variable that influences loyalty the most is service quality. It was also found that in this sector the price variable has a positive impact on consumer loyalty.
Description
Keywords
Telecomunicações Satisfação do consumidor Lealdade Análise Fatorial Confirmatória AMOS