Loading...
Publication
Love Hurts: o papel da lealdade nas reações do consumidor após uma falha da marca
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 952.37 KB | Adobe PDF |
Advisor(s)
Abstract(s)
A lealdade à marca é o objeto central de estudo da presente dissertação. A
importância do estudo deste tema é cada vez mais atual e fundamental, existindo cada vez
mais ofertas que tentam cativar a atenção e interesse do consumidor, parte à empresa
estudar e perceber a sua influência nos consumidores com os quais se relacionam e que
nesta depositam a sua confiança. Pretende-se compreender o seu impacto no
comportamento compra e pós compra do consumidor em situações nas quais a marca tenha
falhado em entregar devidamente o produto e/ou serviço prometido. Para tal, o estudo
recorre a uma investigação de cunho quantitativo, com o uso de um inquérito baseado em
escalas previamente utilizadas em estudos de temas semelhantes. No capítulo da revisão de
literatura são abordados conceitos fundamentais para a compreensão do tema em causa e
consequente desenvolvimento da componente prática do projeto. Assim, são discutidos
temas como: amor à marca, percepção de valor e qualidade aos olhos do consumidor,
satisfação, lealdade à marca, erros e falhas de serviço e a relação entre a lealdade e a
expectativas. Os dados foram recolhidos através da aplicação do questionário, aplicado na
plataforma online Google Forms, a uma amostra de 231 participantes, que acederam ao
questionário através de publicações nas seguintes redes sociais: Facebook, Linkedin e
Instagram. Na procura pela testagem das hipóteses, foram utilizadas ferramentas como o
Coeficiente de Correlação de Pearson, a Análise de Regressão Linear Simples e o Teste T.
Através da realização da análise em causa, enquanto eram considerados os conhecimentos
recolhidos na revisão de literatura, foi possível concluir que existem correlações
significativas entre a variável independente (Lealdade à Marca) e dependentes (Satisfação
do Consumidor, Decepção Pós-Compra, Arrependimento Pós-Compra, Intenção de Troca de
Marca e Propensão a Word-Of-Mouth Negativo), assim como relevância estatística na
capacidade da variável independente conseguir explicar parte das restantes. Será relevante
destacar ainda que, foi formulada uma hipótese alternativa que constatou que, no caso da
situação de falha e/ou erro, uma simples tentativa por parte da marca em recuperar da
falha, que seja perceptível aos olhos do consumidor, é suficiente para impactar
positivamente a satisfação do mesmo face à mesma.
Brand loyalty is the central object of study of this dissertation. The investigation of this issue is becoming more and more significant, with more and more offers that try to captivate the attention and interest of consumers, it has become a company's duty to examine and understand its influence on the consumers with whom they relate and who place their trust in it. It is intended to understand its impact on the purchase and post-purchase behaviour of the consumer, in situations in which the brand has failed to properly deliver the promised product and/or service. To this end, the study uses a quantitative investigation, using a survey based on scales previously used in studies covering similar topics. In the literature review chapter, fundamental concepts are addressed to understand the subject under investigation and the consequent development of the practical component of the project. Therefore, are discussed topics such as brand love, perception of value and quality in the eyes of the consumer, customer satisfaction, loyalty to the brand, errors and service failures and the relationship between loyalty and expectations. For the practical component of the project, data was collected through the application of a questionnaire, applied on the online platform Google Forms, to a sample of 231 participants, who accessed the questionnaire through publications on the following social networks: Facebook, Linkedin and Instagram. In the search for testing the hypotheses, were used tools such as Pearson's Correlation Coefficient, Linear Regression Analysis and the T-Test. With the support of these tools, while considering the knowledge gathered in the literature review, it was possible to conclude that there are significant correlations between the independent (Brand Loyalty) and dependent variables (Customer Satisfaction, Post-Purchase Disappointment, Post-Purchase Regret, Brand Change Intention and Propensity to Negative Word-Of-Mouth), as well as statistical relevance in the ability of the independent variable to explain part of the other variables. It is also important to mention that, the alternative hypothesis discovered that, in the case of failure and/or error, a simple attempt by the brand to recover from the failure is sufficient to positively impact the satisfaction of the customer who was impacted by it, as long as the customer is aware of this effort.
Brand loyalty is the central object of study of this dissertation. The investigation of this issue is becoming more and more significant, with more and more offers that try to captivate the attention and interest of consumers, it has become a company's duty to examine and understand its influence on the consumers with whom they relate and who place their trust in it. It is intended to understand its impact on the purchase and post-purchase behaviour of the consumer, in situations in which the brand has failed to properly deliver the promised product and/or service. To this end, the study uses a quantitative investigation, using a survey based on scales previously used in studies covering similar topics. In the literature review chapter, fundamental concepts are addressed to understand the subject under investigation and the consequent development of the practical component of the project. Therefore, are discussed topics such as brand love, perception of value and quality in the eyes of the consumer, customer satisfaction, loyalty to the brand, errors and service failures and the relationship between loyalty and expectations. For the practical component of the project, data was collected through the application of a questionnaire, applied on the online platform Google Forms, to a sample of 231 participants, who accessed the questionnaire through publications on the following social networks: Facebook, Linkedin and Instagram. In the search for testing the hypotheses, were used tools such as Pearson's Correlation Coefficient, Linear Regression Analysis and the T-Test. With the support of these tools, while considering the knowledge gathered in the literature review, it was possible to conclude that there are significant correlations between the independent (Brand Loyalty) and dependent variables (Customer Satisfaction, Post-Purchase Disappointment, Post-Purchase Regret, Brand Change Intention and Propensity to Negative Word-Of-Mouth), as well as statistical relevance in the ability of the independent variable to explain part of the other variables. It is also important to mention that, the alternative hypothesis discovered that, in the case of failure and/or error, a simple attempt by the brand to recover from the failure is sufficient to positively impact the satisfaction of the customer who was impacted by it, as long as the customer is aware of this effort.
Description
Keywords
Comportamento do Consumidor Amor à Marca Comportamento Pós-Compra Erro da Marca Arrependimento Decepção pós-compra