Um tour pelas medidas de satisfação do consumidor

Marchetti, Renato; Prado, Paulo H. M.

doi:10.1590/S0034-75902001000400007

Resumos

Este artigo tem por objetivo realizar ampla análise comparativa sobre os métodos de avaliação da Satisfação do Consumidor e da Qualidade Percebida. Mediante revisão detalhada da literatura que trata dos modelos de mensuração de ambos os construtos, três grupos principais foram categorizados: a) modelos baseados no Paradigma da Desconformidade; b) modelos fundamentados na multiplicidade de Indicadores da Satisfação; c) modelos apoiados em Métodos de Equações Estruturais. Essa tipologia permitiu a avaliação de vantagens e desvantagens de cada abordagem, discutindo em que situações a aplicação de cada uma delas pode ser mais viável.

Satisfação do consumidor; qualidade percebida; métodos de avaliação; análise comparativa de métodos de mensuração; equações estruturais

The main objective of this article is to compare different approaches to evaluate Consumer Satisfaction and Perceived Quality. Based on a deep literature review, and on the analysis of both constructs measurement models, they are cathegorized in three groups: a) Disconfirmation Paradigm based models; b) Multiple Indicator based models; and c) Structural Equations based models. This cathegorization offered an evaluation of each approach advantages and disadvantages, discussing in what situations they could be applied.

Consumer satisfaction; perceived quality; evaluation methods; comparative analysis of measuring methods; structural equations

MERCADOLOGIA

Um tour pelas medidas de satisfação do consumidor

Renato Marchetti^I; Paulo H. M. Prado^II

^IDoutor em Ciências de Gestão pela Ecole des Haute Etudes Commerciales (HEC - França) e Professor Titular de Marketing do CEPPAD-UFPR. E-mail: remarche@ceppad.ufpr.br ^IIDoutorando no Departamento de Mercadologia da FGV-EAESP e Professor-Assistente de Marketing do CEPPAD-UFPR. E-mail: pprado@ceppad.ufpr.br

RESUMO

Este artigo tem por objetivo realizar ampla análise comparativa sobre os métodos de avaliação da Satisfação do Consumidor e da Qualidade Percebida. Mediante revisão detalhada da literatura que trata dos modelos de mensuração de ambos os construtos, três grupos principais foram categorizados: a) modelos baseados no Paradigma da Desconformidade; b) modelos fundamentados na multiplicidade de Indicadores da Satisfação; c) modelos apoiados em Métodos de Equações Estruturais. Essa tipologia permitiu a avaliação de vantagens e desvantagens de cada abordagem, discutindo em que situações a aplicação de cada uma delas pode ser mais viável.

Palavras-chave: Satisfação do consumidor, qualidade percebida, métodos de avaliação, análise comparativa de métodos de mensuração, equações estruturais.

ABSTRACT

The main objective of this article is to compare different approaches to evaluate Consumer Satisfaction and Perceived Quality. Based on a deep literature review, and on the analysis of both constructs measurement models, they are cathegorized in three groups: a) Disconfirmation Paradigm based models; b) Multiple Indicator based models; and c) Structural Equations based models. This cathegorization offered an evaluation of each approach advantages and disadvantages, discussing in what situations they could be applied.

Key words: Consumer satisfaction, perceived quality, evaluation methods, comparative analysis of measuring methods, structural equations.

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Full text available only in PDF format.

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BLOEMER, J., RUYTER, K. Integrating service quality and satisfaction: pain in the neck or marketing opportunity. Journal of Consumer Satisfaction/Dissatisfaction and Complaining Behavior, v. 8, p. 22, 1995.
BOLTON, R., DREW,J. H.A multistage model of consumers´ assessments of service quality and value. Journal of Consumer Research, v. 17, n.4, p. 375, Mar. 1991.
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CHURCHILL JR., G. A., SUPRENANT, C. An investigation into the customer satisfaction. Journal of Marketing Research, v. 19, n. 4, p. 491-504, Nov. 1982.
COOPER, A. R., COOPER, M. B., DUHAN, D. F. Measurement instrument development using competing concepts of consumer satisfaction. Journal of Consumer Satisfaction/ Dissatisfaction and Complaining Behavior, v. 2, p. 28-35, 1989.
CRONIN, J. J., TAYLOR, S. A. Measuring service quality: a reexamination and extension. Journal of Marketing, v. 56, v. 56, n.2, p.55-68, July 1992.
CRONIN, J. J., TAYLOR, S. A. Servperf versus Servqual: reconciling performance-based and perceptions-minusexpectations measurement of service quality. Journal of Marketing, v. 58, n. 1, p.125-131, Jan. 1994.
CUNHA JR., M.V. M., BORGES JR.,A.A., FACHEL, J. M. Esquema CBF para a mensuração da satisfação de clientes: uma proposta conceitual e prática. ENCONTRO NACIONAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, n. 22, 1998, Foz do Iguaçu. Anais.. Foz do Iguaçu : Anpad, 1998. Marketing, p. 116.
ENGEL, J. F., BLACKWELL, R. D., MINIARD, P. W. Consumer behavior Forth Worth : Dryden Press, 1993.
EVRARD, Y. A two-step model of satisfaction with public transportation. Journal of Consumer Satisfaction/ Dissatisfaction and Complaining Behavior, v. 4, p. 93, 1991.
EVRARD, Y. La satisfaction des consommateurs: état des recherches. ENCONTRO NACIONAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, n. 17, 1993, Salvador. Anais.. Salvador : Anpad, 1993. Marketing, p. 59-86.
EVRARD, Y., AURIER, P. The influence of emotions on satisfaction with movie consumption. Journal of Consumer Satisfaction/Dissatisfaction and Complaining Behavior, v. 7, p. 119, 1994.
FOLKES, V. S. Consumer reactions to product failure: an attributional approach. Journal of Consumer Research, v. 10, n. 4, p. 398-409, Mar.1984.
FOLKES, V. S. Recent attribution research in consumer behavior: a review and new directions. Journal of Consumer Research, v. 14, n. 4, p. 548, Mar. 1988.
FORNELL, C. A national customer satisfaction barometer: the Sweedish experience. Journal of Marketing, v. 56, n. 1, p. 6-21, Jan. 1992.
FORNELL, C. et al. The American customer satisfaction index: nature, purpose and findings. Journal of Marketing, v. 58, n.4, p.7-18, Oct. 1994.
FORNELL, C., JOHNSON, M. D. Differentiation as a basis for explanning customer satisfaction across industries. Journal of Economic Psychology, v. 14, p. 681-698, 1993.
GOUPIL, H., GRIMMER, J. F. Un indicateur de l´importance des différentes dimensions de la qualité de service. Exemple: les enquêtes de satisfaction clientèle d´EDFGDF services. Revue Française du Marketing, n. 144-145, p. 145, 1993.
GRÖNROOS, C. Marketing, gerenciamento e serviços. Rio de Janeiro : Campus, 1995.
HAISTEAD, D. Expectations and disconfirmation believes as predictors of consumer satisfaction, repurchase intention, and complaint behavior. Journal of Consumer Satisfaction/Dissatisfaction and Complaining Behavior, v. 2, p. 17-21, 1989.
HAISTEAD, D., HARTMAN, D., SCHMIDT, S. L. Multisource effects on the satisfaction formation process. Journal of the Academy of Marketing Science, v. 22, n. 2, p. 114129, 1994.
HAUSKNECHT, D. Emotional measures of satisfaction/ dissatisfaction. Journal of Consumer Satisfaction/ Dissatisfaction and Complaining Behavior, v. 1, p. 25-33, 1988.
HOWARD, D. J., SHETH, J. N. S. The theory of buyer behavior New York : John Wiley, 1969.
HUNT, H. K. CS/D: overview and future research direction. In: HUNT, H. K. (Ed.). Conceptualization and measurement of consumer satisfaction and dissatisfaction Cambridge : MSI, 1977.
JOHNSON, M.D., FORNELL, C.A framework for comparing customer satisfaction across individuals and product categories. Journal of Economic Psychology, v. 12, p. 267286, 1991.
JOHNSON, M. D., ANDERSON, E. W., FORNELL, C. Rational and adaptative performance expectations in a consumer satisfaction framework. Journal of Consumer Research, v. 21, n.4, p. 695, Mar. 1995.
JONHSTON, D. M. Hospital service quality measurement: an empirical assessment of the GAP model and the performance model. In: ENCONTRO NACIONAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓSGRADUAÇÃO EM ADMINISTRAÇÃO, n. 22, 1998, Foz do Iguaçu. Anais.. Foz do Iguaçu : Anpad, 1998. Marketing, p.125.
JONHSTON, D. M., LUCE, F. B. As escalas Servqual e Servperf no setor de serviços bancários. In: ENCONTRO NACIONAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓSGRADUAÇÃO EM ADMINISTRAÇÃO, n. 20., 1996, Rio de Janeiro. Anais.. Rio de Janeiro : Anpad, 1996. Marketing, p. 91.
KOTLER, P., DUBOIS, B. Satisfaire la clientèle à travers la qualité, le service et la valeur. Revue Française du Marketing, n.144-145, p. 35, 1993.
LABARBERA, P. A., MAZURSKY, D. A longitudinal assessment of consumer satisfaction/dissatisfaction: the dynamic aspect of the cognitive process. Journal of Marketing Research, v. 20, n. 4, p. 393-404, Nov. 1983.
MADDOX, R. N. Two-factor theory and consumer satisfaction: replication and extension. Journal of Consumer Research, v.8, n.1, p. 92-102, June 1981.
MANO, H., OLIVER, R. L. Assessing the dimensionality and structure of the consumption experience: evaliation, feeling, and satisfaction. Journal of Consumer Research, v. 20, n. 3, p. 451, Dec. 1993.
MILLER, J. A. Studying satisfaction, modifying models, eliciting expectations, posing problems and making meaningful measurements. In: HUNT, K. H. Conceptualization and measurement of consumer satisfaction Cambridge : MSI, 1977. p. 72-91.
MULLER, T., TSE, D. K., VENKATASUBRAMANIAM, R. Postconsumption emotions: exploring their emergence and determinants. Journal of Consumer Satisfaction/ Dissatisfaction and Complaining Behavior, v. 4, p.13, 1991.
NGOBO, P. V. Qualité perçue et satisfaction des consummateurs: un état des recherches. Revue Française du Marketing, n. 163, p. 67, 1997.
OLSHAVSKY, R. W. Perceived quality in consumer decision making. In: JACOBY, J., OLSON, J. (Eds.). Perceived quality Lexington : Lexington, 1985.
PARASURAMAN, A., ZEITHAML,V., BERRY, L. A conceptual model of service quality and its implications for future research. Journal of Marketing, v. 49, n. 4, p. 41-50, Fall 1985.
PARASURAMAN, A., ZEITHAML,V., BERRY, L. SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, v. 64, n. 2, p. 12-40, 1988.
PARASURAMAN, A., ZEITHAML,V., BERRY, L. Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. Journal of Marketing, v. 58, n. 3, p. 111-124, 1994a.
PARASURAMAN, A., ZEITHAML,V., BERRY, L. Alternative scales for measuring service quality: a comparative assessment on psychometric and diagnostic criteria. Journal of Retailing, v. 70, n. 3, p. 201-230, 1994b.
PARK, J. W., CHOI, J. Comparison standards in consumer satisfaction formation: involvement and product experience as potential moderator. Journal of Consumer Satisfaction/ Dissatisfaction and Complaining Behavior, v. 11, p. 28, 1998.
PERRON, F. La qualité de service: une comparaison de l´évaluation des écarts avec les performances appliquée à la zone d´achat. Recherche et Applications en Marketing, v. 13, n. 3, p. 3, 1998.
PETERSON, R. A., WILSON, W. R. Measuring customer satisfaction: fact and artifact. Journal of the Academy of Marketing Science, v. 20, n. 1, p. 61-71, 1992.
RICHINS, M. Measuring emotions in the consumption experience. Journal of Consumer Research, v. 24, n. 2, p. 127, Sept. 1997.
SINGH, J. Understanding the structure of consumer satisfaction evaluation of services delivery. Journal of Academy of Marketing Science, v. 16, n. 2, p. 204-212, May 1988.
SPRENG, R. A., OLSHAVSKY, R. W. A desires congruency model of consumer satisfaction. Journal of Academy of Marketing Science, v. 21, n. 3, p. 169-177, 1993.
SWAN, J. E., COMBS, L. J. Product performance and consumer satisfaction. Journal of Marketing, v. 40, n. 2, p. 25-33, Apr. 1976.
SWAN, J. E., TRAWICK, I. F. Disconfirmation of expectations and satisfaction with a retail service. Journal of Retailing, v. 57, n. 3, p. 49-67, 1981.
TEAS, R. K. Expectations, performance evaluation, and consumers' perceptions of quality. Journal of Marketing, v. 57, n. 4, p. 18-34, Oct. 1993.
TEAS, R. K. Expectations as a comparison standard in measuring service quality: an assessment of a reassessment. Journal of Marketing, v. 58, n. 1, p. 132- 139, Jan. 1994.
TOLLIVER, J. M., ARMSTRONG, R. W., COLEMAN, D. F. Service quality measures: a test of convergent validity and trait-method effects. Journal of Consumer Satisfaction/Dissatisfaction and Complaining Behavior, v. 11, p. 15, 1998.
TSE, G. K., WILTON, P. C. Models of consumer satisfaction formation: an extention. Journal of Marketing Research, v. 25, n. 2, p. 204-212, May 1988.
URDAN, A. T., RODRIGUES, A. R. O modelo do índice de satisfação do consumidor norte-americano: um exame inicial no Brasil com equações estruturais. In: ENCONTRO NACIONAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, n. 22, 1998, Foz do Iguaçu. Anais.. Foz do Iguaçu : Anpad, 1998. Marketing, p.117.
WEAVER, D., BRICKMAN, P. Expectancy, feedback, and disconfirmation as independent factors in outcome satisfaction. Journal of Personality and Social Psychology, v. 30, n. 3, p. 420-428, 1974.
WESTBROOK, P. A. A rating scale for measuring product/ service satisfaction. Journal of Marketing, v. 44, n. 4, p. 68-72, Fall 1980a.
WESTBROOK, P. A. Intrapersonal affective influences on consumer satisfaction with products. Journal of Consumer Research, v. 7, n. 1,p. 49, June 1980b.
WESTBROOK, P. A. Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, v. 24, n. 3, p.258-270, Aug.1987.
WESTBROOK, R. A., NEWMAN, J. W., TAYLOR, J. R. Satisfaction/dissatisfaction in the purchase decision process. Journal of Marketing, v. 42, n. 4, p. 54, Oct.1978.
WESTBROOK, P. A., OLIVER, R. L. The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, v. 18, n. 1, p. 84, June 1991.
WOODRUFF, R. B., CADOTTE, E. R., JENKINS, R. L. Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research, v. 20, n. 3, p. 296, Aug. 1983.
YI, Y. A critical review of consumer satisfaction. In: ZEITHAML, V. A. Review in marketing. Ann Harbor : AMA, 1990. p. 68-113.
ZEITHAML, V. Defining and relating price, perceived quality and perceived value. Cambridge : MSI, 1987.

Datas de Publicação

Publicação nesta coleção
15 Set 2011
Data do Fascículo
Dez 2001

This work is licensed under a Creative Commons Attribution 4.0 International License.

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[68] WESTBROOK, P. A. Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, v. 24, n. 3, p.258-270, Aug.1987.

[69] WESTBROOK, R. A., NEWMAN, J. W., TAYLOR, J. R. Satisfaction/dissatisfaction in the purchase decision process. Journal of Marketing, v. 42, n. 4, p. 54, Oct.1978.

[70] WESTBROOK, P. A., OLIVER, R. L. The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, v. 18, n. 1, p. 84, June 1991.

[71] WOODRUFF, R. B., CADOTTE, E. R., JENKINS, R. L. Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research, v. 20, n. 3, p. 296, Aug. 1983.

[72] YI, Y. A critical review of consumer satisfaction. In: ZEITHAML, V. A. Review in marketing. Ann Harbor : AMA, 1990. p. 68-113.

[73] ZEITHAML, V. Defining and relating price, perceived quality and perceived value. Cambridge : MSI, 1987.