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Publication
Impacto da qualidade de serviço e da remuneração na satisfação e lealdade do intermediário de crédito de uma cativa de marca
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| 7.9 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A intermediação de crédito tem vindo a assumir um papel de relevo na atividade de comercialização de veículos automóveis. Assim, para que as instituições mutuantes consigam ampliar o seu portfólio de contratos, num contexto de crescimento do mercado de intermediação de crédito ao consumo, estas são impelidas a competir entre si no processo de angariação de novos intermediários de crédito. Nesta perspetiva, a presente investigação, centrada na relação de prestação de serviços entre o mutuante e o intermediário de crédito ao consumo de veículos usados, procurou aprofundar a importância e o impacto que a qualidade de serviço e a remuneração exercem na satisfação e na lealdade dos intermediários de crédito. Através da realização de um estudo correlacional e da aplicação de um questionário a 33 intermediários de crédito de uma cativa de marca, foram recolhidos os dados e formuladas sete hipóteses, posteriormente testadas com recurso a um conjunto de regressões lineares. De acordo com os resultados obtidos, foi possível concluir que a qualidade de serviço impacta positiva e significativamente a satisfação e a lealdade dos intermediários de crédito. Ficou ainda demonstrado que a satisfação exerce um impacto positivo e significativo na lealdade do intermediário de crédito. Por outro lado, as análises estatísticas realizadas, dentro do contexto estudado, revelaram a ausência de uma correlação estatisticamente significativa entre a remuneração e a satisfação e entre a remuneração e a lealdade dos intermediários de crédito. Desta forma, concluiu-se que a qualidade de serviço é mais valorizada e exerce um impacto mais significativo do que a remuneração, nos índices de satisfação e de lealdade dos intermediários de crédito ao consumo de veículos usados da cativa de marca estudada.
Credit intermediation has taken on an important role in the motor vehicle commercialisation business. Therefore, in a context of growth in the consumer credit intermediation market, for lending financial institutions to be able to expand their portfolio of contracts, they are forced to compete in the process of attracting new credit intermediaries. From this perspective, this research centered on the service relationship between the lender and the consumer credit intermediary for used vehicles, sought to explore the importance and impact that service quality and remuneration have on the satisfaction and loyalty of credit intermediaries. By carrying out a correlational study and applying a questionnaire to 33 credit intermediaries of a brand captive, data was collected, and seven hypotheses were formulated, which were then tested using a set of linear regressions. According to the results obtained, it was possible to conclude that service quality has a positive and significant impact on the satisfaction and loyalty of credit intermediaries. It was also shown that satisfaction has a positive and significant impact on loyalty to credit intermediaries. On the other hand, the statistical analyses carried out within the context studied revealed the absence of a statistically significant correlation between remuneration and satisfaction and between remuneration and loyalty of credit intermediaries. It was therefore concluded that service quality is more valued and has a more significant impact than remuneration on the satisfaction and loyalty of the consumer credit intermediaries for used vehicles of the brand captive studied.
Credit intermediation has taken on an important role in the motor vehicle commercialisation business. Therefore, in a context of growth in the consumer credit intermediation market, for lending financial institutions to be able to expand their portfolio of contracts, they are forced to compete in the process of attracting new credit intermediaries. From this perspective, this research centered on the service relationship between the lender and the consumer credit intermediary for used vehicles, sought to explore the importance and impact that service quality and remuneration have on the satisfaction and loyalty of credit intermediaries. By carrying out a correlational study and applying a questionnaire to 33 credit intermediaries of a brand captive, data was collected, and seven hypotheses were formulated, which were then tested using a set of linear regressions. According to the results obtained, it was possible to conclude that service quality has a positive and significant impact on the satisfaction and loyalty of credit intermediaries. It was also shown that satisfaction has a positive and significant impact on loyalty to credit intermediaries. On the other hand, the statistical analyses carried out within the context studied revealed the absence of a statistically significant correlation between remuneration and satisfaction and between remuneration and loyalty of credit intermediaries. It was therefore concluded that service quality is more valued and has a more significant impact than remuneration on the satisfaction and loyalty of the consumer credit intermediaries for used vehicles of the brand captive studied.
Description
Keywords
Qualidade de Serviço Satisfação Lealdade Intermediário de Crédito