"Amar é ser fiel a quem nos trai": a relação do torcedor com seu time de futebol

Espartel, Lélis Balestrin; Müller Neto, Hugo Fridolino; Pompiani, Ana Emília Mallmann

doi:10.1590/S1984-92302009000100003

Resumos

O propósito deste artigo foi analisar os sentimentos manifestados pelo torcedor de futebol em relação ao seu time, com foco nas condições que determinam sua fidelidade. Foram aplicadas as bases teóricas do relacionamento da empresa com o cliente no contexto do futebol, avaliando-se os constructos satisfação, confiança, valor e lealdade. Para sustentação empírica, uma pesquisa de campo foi realizada com 441 universitários e os dados analisados por técnicas uni e multivariadas. Os resultados mostram que jogadores, técnicos e dirigentes têm a maior parte da responsabilidade em satisfazer e fidelizar os torcedores. Uma significativa parcela de fidelização pode, porém, ser ganha por meio de ações gerenciais dos clubes, tais como a garantia de segurança nos estádios, a valorização dos jogadores, o aumento de conforto no estádio e outras manifestações de atenção ao torcedor. Foi confirmado o impacto da satisfação na lealdade, mas há condições específicas para essa relação se verificar.

Marketing; Relacionamento; Lealdade; Futebol; Gestão Esportiva

The purpose of this paper was to investigate the feelings of soccer fans related to their team, focused on the conditions that foster their fidelity. Theoretical backgrounds of company-client relationship were employed in the soccer game environment. Satisfaction, trust, value and loyalty were assigned. Empirical validation was provided by a survey with 441 students and data analyzed with uni and multivariate statistic techniques. Results show that players, coaches and executives have the great amount of achieving satisfaction and fidelity of fans. However, significant part of loyalty may be achieved by management actions like to assure security in stadium, to highlight players, to increase stadium comfort and other manifestations of care with fans. It was confirmed the impact of satisfaction on loyalty, although there are specific conditions to establish this relationship.

Marketing; Relashionship; Loyalty; Soccer; Sports Management

ARTIGOS

"Amar é ser fiel a quem nos trai": a relação do torcedor com seu time de futebol

"To love is to be faithful to whom betrays us": the relationship of fans with their football teams

Lélis Balestrin Espartel^I; Hugo Fridolino Müller Neto^II; Ana Emília Mallmann Pompiani^III

^IProf. da Faculdade de Administração, Contabilidade e Economia da Pontifícia Universidade Católica do Rio Grande do Sul - FACE/PUCRS

^IIProf. da Escola de Administração da Universidade Federal do Rio Grande do Sul - EA/UFRGS

^IIIBacharel em Administração pela Faculdade de Administração, Contabilidade e Economia da Pontifícia Universidade Católica do Rio Grande do Sul - FACE/PUCRS

RESUMO

O propósito deste artigo foi analisar os sentimentos manifestados pelo torcedor de futebol em relação ao seu time, com foco nas condições que determinam sua fidelidade. Foram aplicadas as bases teóricas do relacionamento da empresa com o cliente no contexto do futebol, avaliando-se os constructos satisfação, confiança, valor e lealdade. Para sustentação empírica, uma pesquisa de campo foi realizada com 441 universitários e os dados analisados por técnicas uni e multivariadas. Os resultados mostram que jogadores, técnicos e dirigentes têm a maior parte da responsabilidade em satisfazer e fidelizar os torcedores. Uma significativa parcela de fidelização pode, porém, ser ganha por meio de ações gerenciais dos clubes, tais como a garantia de segurança nos estádios, a valorização dos jogadores, o aumento de conforto no estádio e outras manifestações de atenção ao torcedor. Foi confirmado o impacto da satisfação na lealdade, mas há condições específicas para essa relação se verificar.

Palavras-chave: Marketing. Relacionamento. Lealdade. Futebol. Gestão Esportiva

ABSTRACT

The purpose of this paper was to investigate the feelings of soccer fans related to their team, focused on the conditions that foster their fidelity. Theoretical backgrounds of company-client relationship were employed in the soccer game environment. Satisfaction, trust, value and loyalty were assigned. Empirical validation was provided by a survey with 441 students and data analyzed with uni and multivariate statistic techniques. Results show that players, coaches and executives have the great amount of achieving satisfaction and fidelity of fans. However, significant part of loyalty may be achieved by management actions like to assure security in stadium, to highlight players, to increase stadium comfort and other manifestations of care with fans. It was confirmed the impact of satisfaction on loyalty, although there are specific conditions to establish this relationship.

Keywords:- Marketing. Relashionship. Loyalty. Soccer. Sports Management

Texto completo disponivel apenas em PDF.

Full text avaliable only in PDF.

REFERÊNCIAS

AGUSTIN, C.; SINGH, J. Satisfaction, trust, value and consumer loyalty: curvilinearities in relationship dynamics. 31^st Conference of European Marketing Academy. Proceedings… Portugal, 2002.

AGUSTIN, C.; SINGH, J. Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, vol. 42, February 2005.

ANDERSON, J. C.; GERBING, D. W. Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, vol. 103, n. 3, 1988

BASSO, K. Personalidade e lealdade: uma aplicação do modelo meta-teórico de motivação e personalidade (3M). Dissertação (Mestrado). Mestrado em Administração e Negócios (MAN/PUCRS), 2008.

BENNETT, R.; RUNDLE-THIELE, S. A comparison of attitudinal loyalty measurement approaches. Brand Management, vol. 9, n. 3, January 2002.

BURNHAM, T.; FRELS, J.K; MAHAJAN, V. Consumer switching costs: a typology, antecedents, and consequences. Journal of the Academy of Marketing Science, vol. 31, n. 2, Spring 2003.

CURASI, C. F.; KENNEDY, K. N. From prisoners to apostles: a typology of repeat buyers and loyal customers in service businesses. Journal of Services Marketing, vol. 16, n. 4, 2002.

DELGADO-BALLESTER, E.; MUNUERA-ALEMÁN, J. L. Brand trust in the context of consumer loyalty. European Journal of Marketing, vol.35, n. 11/12, 2001.

DAMÁSIO, A. R. O erro de Descartes. São Paulo, Companhia das Letras, 2. ed., 1996.

DICK, A. S.; BASU, K. Customer loyalty: toward an integrated conceptual framework. Journal of Academy of Marketing Science, vol. 22, Spring 1994.

ESPARTEL, L. B. Um estudo longitudinal da lealdade do cliente e de seus antecedentes. Tese (Doutorado). Programa de Pós-Graduação em Administração (PPGA/EA/ UFRGS), 2005.

FLINT, D. J.; MENTZER, J. T. Logisticians as marketers: their role when customers' desired value changes. Journal of Business Logistics, vol. 21, n. 2, 2000.

FLINT, D. J.; WOODRUFF, R. B.; GARDIAL, S. F. Exploring the phenomenon of customers' desired value in a business context. Journal of Marketing, vol. 66, October 2002.

FORNELL, C.; LARKER, D. F. Structural equation models with unobservable variables and measurement error: algebra and statistics. Journal of Marketing Research, Vol. 18, n. 3, 1981.

GARBARINO, E.; JOHNSON, M. S. The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, vol. 63, n. 2, 1999.

GOUNARIS, S.; STATHAKOPOULOS, V. Antecedents and consequences of brand loyalty: an empirical study. Journal of Brand Management, vol. 11, n. 4, 2004.

GRÊMIO FOOT-BALL PORTO ALEGRENSE. Disponível em: < http://www.gremio.net >. Acesso em: 25/11/2008.

GRÖNROOS, C. From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision, vol. 32, n. 2, 1994.

GUMMESSON, E. Marketing de relacionamento total. Porto Alegre: Bookman, 2005.

HAIR, J. F. Jr; ANDERSON, R. E.; TATHAM, R. L.; BLACK, W. C. Multivariate data analysis. 5. ed. Upper Saddle River: Prentice-Hall, 1998.

HOYER, W. D.; MacINNIS, D. J. Consumer behavior. Boston: Houghton Mifflin, 2001.

JACOBY, J.; KYNER, D. B. Brand loyalty versus repeat purchase behaviour. Journal of Marketing Research, vol. 10, February 1973 (idem).

JÖRESKOG, K.; SÖRBOM, D. LISREL 8 user's reference guide. Chicago, SSI, 1993.

KLINE, R. B. Principles and practice of structural equation modeling. New York: The Guilford Press, 1998.

KRIPPENDORFF, K. Content analysis: an introduction to its methodology. Newbury Park: Sage Publications, 1980.

KUMAR, V.; SHAH, D. Building and susteining profitable customer loyalty for the 21^st Century. Journal of Retailing, vol. 80, p. 317-330, 2004.

MALHOTRA, N. Marketing research: an applied orientation. 3. ed. Upper Sadle River: Prentice Hall, 1999.

MOORMAN, C.; DESHPANDÉ, R.; ZALTMAN, G. Factors affecting trust in market research relationships. Journal of Marketing, vol. 57, January 1993.

MORGAN, R.; HUNT, S. The commitment-trust theory of relationship marketing. Journal of Marketing, vol. 58, July 1994.

MÜCKENBERGER, E. O papel da satisfação, confiança e comprometimento na formação de intenções futuras de compra entre clientes com níveis de experiência diferenciados. In: ENCONTRO DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, XXV, Campinas. Anais... Campinas: ANPAD, 2001.

OLIVER, R. L. Measurement and evaluation of satisfaction process in retail settings. Journal of Retailing, vol. 57, Fall 1981.

OLIVER, R. L. Satisfaction: a behavioral perspective on the consumer. 1. ed. New York: Irwin/McGraw-Hill, 1997.

OLIVER, R. L. Whence consumer loyalty. Journal of Marketing, vol. 63, Special Issue 1999.

O'MALLEY; L.; TYNAN, C. Marketing de relacionamento. In.: BAKER, M. J. (Org). Administração de Marketing. São Paulo: Campus, 2005.

PARASURAMAN, A.; GREWAL, D. The impact of technology on the quality-valueloyalty chain: a research agenda. Journal of Academy of Marketing Science, vol. 28, n. 1, 2000.

REICHHELD, F. F. The loyalty effect. Boston: Harvard Business School Press, 1996.

REICHHELD, F. F.; SASSER, W. E. Zero defections: quality comes to services. Harvard Business Review, vol. 68, n. 5, 1990.

REVISTA PLACAR. Ranking de sócios-torcedores. Disponível em: < http://placar.abril.com.br >. Acesso em: 15/11/2008.

RODRIGUES, N. Flor de obsessão: as 1000 melhores frases de Nelson Rodrigues. São Paulo: Companhia das Letras, 1997.

RUST, R. T.; ZEITHAML, V. A.; LEMON, K. N. Driving customer equity: how customer lifetime value is reshaping corporate strategy. New York: The Free Press, 2000.

SANTOS, L. M. V. V. A evolução da gestão no futebol brasileiro. Dissertação (Mestrado). FGV/EAE, 2002.

SHETH; J. N.; PARVATIYAR, A. Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of Marketing Science, vol. 23, n. 4, p. 255-271, 1995.

SIRDESHMUKH, D.; SINGH, J.; SABOL, B. Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, vol. 66, n. 1, January 2002.

SLATER, S. F.; NARVER, J. C. Intelligence generation and superior customer value. Journal of the Academy of Marketing Science, vol. 28, n. 1, 2000.

SMITH, J. B.; BARCLAY, D. W. The effects of organizational differences and trust on the effectiveness of selling partner relationships. Journal of Marketing, vol. 61, January 1997 (IDEM).

SPORT CLUB INTERNACIONAL. Disponível em: < http://www.internacional.com.br >. Acesso em: 25/11/2008.

SZYMANSKI, D. M.; HENARD, D. H. Customer satisfaction: a meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, vol. 29, n. 1, 2001.

YANG, Z.; PETERSON, R. T. Customer perceived value, satisfaction, and loyalty: the role of switching costs. Psychology & Marketing, v.21, n.10, p. 799-822, 2004.

ZALTMAN, G. Afinal, o que os clientes querem? São Paulo: Campus, 2003.

ZEITHAML, V. A. Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, vol. 52, July 1988.

AGUSTIN, C.; SINGH, J. Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, vol. 42, February 2005.
ANDERSON, J. C.; GERBING, D. W. Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, vol. 103, n. 3, 1988
BASSO, K. Personalidade e lealdade: uma aplicação do modelo meta-teórico de motivação e personalidade (3M). Dissertação (Mestrado). Mestrado em Administração e Negócios (MAN/PUCRS), 2008.
BENNETT, R.; RUNDLE-THIELE, S. A comparison of attitudinal loyalty measurement approaches. Brand Management, vol. 9, n. 3, January 2002.
BURNHAM, T.; FRELS, J.K; MAHAJAN, V. Consumer switching costs: a typology, antecedents, and consequences. Journal of the Academy of Marketing Science, vol. 31, n. 2, Spring 2003.
CURASI, C. F.; KENNEDY, K. N. From prisoners to apostles: a typology of repeat buyers and loyal customers in service businesses. Journal of Services Marketing, vol. 16, n. 4, 2002.
DELGADO-BALLESTER, E.; MUNUERA-ALEMÁN, J. L. Brand trust in the context of consumer loyalty. European Journal of Marketing, vol.35, n. 11/12, 2001.
DAMÁSIO, A. R. O erro de Descartes São Paulo, Companhia das Letras, 2. ed., 1996.
DICK, A. S.; BASU, K. Customer loyalty: toward an integrated conceptual framework. Journal of Academy of Marketing Science, vol. 22, Spring 1994.
ESPARTEL, L. B. Um estudo longitudinal da lealdade do cliente e de seus antecedentes Tese (Doutorado). Programa de Pós-Graduação em Administração (PPGA/EA/ UFRGS), 2005.
FLINT, D. J.; MENTZER, J. T. Logisticians as marketers: their role when customers' desired value changes. Journal of Business Logistics, vol. 21, n. 2, 2000.
FLINT, D. J.; WOODRUFF, R. B.; GARDIAL, S. F. Exploring the phenomenon of customers' desired value in a business context. Journal of Marketing, vol. 66, October 2002.
FORNELL, C.; LARKER, D. F. Structural equation models with unobservable variables and measurement error: algebra and statistics. Journal of Marketing Research, Vol. 18, n. 3, 1981.
GARBARINO, E.; JOHNSON, M. S. The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, vol. 63, n. 2, 1999.
GOUNARIS, S.; STATHAKOPOULOS, V. Antecedents and consequences of brand loyalty: an empirical study. Journal of Brand Management, vol. 11, n. 4, 2004.
GRÊMIO FOOT-BALL PORTO ALEGRENSE. Disponível em: < http://www.gremio.net >. Acesso em: 25/11/2008.
GRÖNROOS, C. From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision, vol. 32, n. 2, 1994.
GUMMESSON, E. Marketing de relacionamento total Porto Alegre: Bookman, 2005.
HAIR, J. F. Jr; ANDERSON, R. E.; TATHAM, R. L.; BLACK, W. C. Multivariate data analysis 5. ed. Upper Saddle River: Prentice-Hall, 1998.
HOYER, W. D.; MacINNIS, D. J. Consumer behavior Boston: Houghton Mifflin, 2001.
JACOBY, J.; KYNER, D. B. Brand loyalty versus repeat purchase behaviour. Journal of Marketing Research, vol. 10, February 1973 (idem).
JÖRESKOG, K.; SÖRBOM, D. LISREL 8 user's reference guide Chicago, SSI, 1993.
KLINE, R. B. Principles and practice of structural equation modeling New York: The Guilford Press, 1998.
KRIPPENDORFF, K. Content analysis: an introduction to its methodology. Newbury Park: Sage Publications, 1980.
KUMAR, V.; SHAH, D. Building and susteining profitable customer loyalty for the 21^st Century. Journal of Retailing, vol. 80, p. 317-330, 2004.
MALHOTRA, N. Marketing research: an applied orientation. 3. ed. Upper Sadle River: Prentice Hall, 1999.
MOORMAN, C.; DESHPANDÉ, R.; ZALTMAN, G. Factors affecting trust in market research relationships. Journal of Marketing, vol. 57, January 1993.
MORGAN, R.; HUNT, S. The commitment-trust theory of relationship marketing. Journal of Marketing, vol. 58, July 1994.
MÜCKENBERGER, E. O papel da satisfação, confiança e comprometimento na formação de intenções futuras de compra entre clientes com níveis de experiência diferenciados. In: ENCONTRO DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, XXV, Campinas. Anais.. Campinas: ANPAD, 2001.
OLIVER, R. L. Measurement and evaluation of satisfaction process in retail settings. Journal of Retailing, vol. 57, Fall 1981.
OLIVER, R. L. Satisfaction: a behavioral perspective on the consumer. 1. ed. New York: Irwin/McGraw-Hill, 1997.
OLIVER, R. L. Whence consumer loyalty. Journal of Marketing, vol. 63, Special Issue 1999.
O'MALLEY; L.; TYNAN, C. Marketing de relacionamento. In.: BAKER, M. J. (Org). Administração de Marketing São Paulo: Campus, 2005.
PARASURAMAN, A.; GREWAL, D. The impact of technology on the quality-valueloyalty chain: a research agenda. Journal of Academy of Marketing Science, vol. 28, n. 1, 2000.
REICHHELD, F. F. The loyalty effect Boston: Harvard Business School Press, 1996.
REICHHELD, F. F.; SASSER, W. E. Zero defections: quality comes to services. Harvard Business Review, vol. 68, n. 5, 1990.
REVISTA PLACAR. Ranking de sócios-torcedores Disponível em: < http://placar.abril.com.br >. Acesso em: 15/11/2008.
RODRIGUES, N. Flor de obsessão: as 1000 melhores frases de Nelson Rodrigues. São Paulo: Companhia das Letras, 1997.
RUST, R. T.; ZEITHAML, V. A.; LEMON, K. N. Driving customer equity: how customer lifetime value is reshaping corporate strategy. New York: The Free Press, 2000.
SANTOS, L. M. V. V. A evolução da gestão no futebol brasileiro Dissertação (Mestrado). FGV/EAE, 2002.
SHETH; J. N.; PARVATIYAR, A. Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of Marketing Science, vol. 23, n. 4, p. 255-271, 1995.
SIRDESHMUKH, D.; SINGH, J.; SABOL, B. Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, vol. 66, n. 1, January 2002.
SLATER, S. F.; NARVER, J. C. Intelligence generation and superior customer value. Journal of the Academy of Marketing Science, vol. 28, n. 1, 2000.
SMITH, J. B.; BARCLAY, D. W. The effects of organizational differences and trust on the effectiveness of selling partner relationships. Journal of Marketing, vol. 61, January 1997 (IDEM).
SPORT CLUB INTERNACIONAL. Disponível em: < http://www.internacional.com.br >. Acesso em: 25/11/2008.
SZYMANSKI, D. M.; HENARD, D. H. Customer satisfaction: a meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, vol. 29, n. 1, 2001.
YANG, Z.; PETERSON, R. T. Customer perceived value, satisfaction, and loyalty: the role of switching costs. Psychology & Marketing, v.21, n.10, p. 799-822, 2004.
ZALTMAN, G. Afinal, o que os clientes querem? São Paulo: Campus, 2003.
ZEITHAML, V. A. Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, vol. 52, July 1988.

Datas de Publicação

Publicação nesta coleção
05 Set 2014
Data do Fascículo
Mar 2009

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

[2] AGUSTIN, C.; SINGH, J. Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, vol. 42, February 2005.

[3] ANDERSON, J. C.; GERBING, D. W. Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, vol. 103, n. 3, 1988

[4] BASSO, K. Personalidade e lealdade: uma aplicação do modelo meta-teórico de motivação e personalidade (3M). Dissertação (Mestrado). Mestrado em Administração e Negócios (MAN/PUCRS), 2008.

[5] BENNETT, R.; RUNDLE-THIELE, S. A comparison of attitudinal loyalty measurement approaches. Brand Management, vol. 9, n. 3, January 2002.

[6] BURNHAM, T.; FRELS, J.K; MAHAJAN, V. Consumer switching costs: a typology, antecedents, and consequences. Journal of the Academy of Marketing Science, vol. 31, n. 2, Spring 2003.

[7] CURASI, C. F.; KENNEDY, K. N. From prisoners to apostles: a typology of repeat buyers and loyal customers in service businesses. Journal of Services Marketing, vol. 16, n. 4, 2002.

[8] DELGADO-BALLESTER, E.; MUNUERA-ALEMÁN, J. L. Brand trust in the context of consumer loyalty. European Journal of Marketing, vol.35, n. 11/12, 2001.

[9] DAMÁSIO, A. R. O erro de Descartes São Paulo, Companhia das Letras, 2. ed., 1996.

[10] DICK, A. S.; BASU, K. Customer loyalty: toward an integrated conceptual framework. Journal of Academy of Marketing Science, vol. 22, Spring 1994.

[11] ESPARTEL, L. B. Um estudo longitudinal da lealdade do cliente e de seus antecedentes Tese (Doutorado). Programa de Pós-Graduação em Administração (PPGA/EA/ UFRGS), 2005.

[12] FLINT, D. J.; MENTZER, J. T. Logisticians as marketers: their role when customers' desired value changes. Journal of Business Logistics, vol. 21, n. 2, 2000.

[13] FLINT, D. J.; WOODRUFF, R. B.; GARDIAL, S. F. Exploring the phenomenon of customers' desired value in a business context. Journal of Marketing, vol. 66, October 2002.

[14] FORNELL, C.; LARKER, D. F. Structural equation models with unobservable variables and measurement error: algebra and statistics. Journal of Marketing Research, Vol. 18, n. 3, 1981.

[15] GARBARINO, E.; JOHNSON, M. S. The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, vol. 63, n. 2, 1999.

[16] GOUNARIS, S.; STATHAKOPOULOS, V. Antecedents and consequences of brand loyalty: an empirical study. Journal of Brand Management, vol. 11, n. 4, 2004.

[17] GRÊMIO FOOT-BALL PORTO ALEGRENSE. Disponível em: < http://www.gremio.net >. Acesso em: 25/11/2008.

[18] GRÖNROOS, C. From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision, vol. 32, n. 2, 1994.

[19] GUMMESSON, E. Marketing de relacionamento total Porto Alegre: Bookman, 2005.

[20] HAIR, J. F. Jr; ANDERSON, R. E.; TATHAM, R. L.; BLACK, W. C. Multivariate data analysis 5. ed. Upper Saddle River: Prentice-Hall, 1998.

[21] HOYER, W. D.; MacINNIS, D. J. Consumer behavior Boston: Houghton Mifflin, 2001.

[22] JACOBY, J.; KYNER, D. B. Brand loyalty versus repeat purchase behaviour. Journal of Marketing Research, vol. 10, February 1973 (idem).

[23] JÖRESKOG, K.; SÖRBOM, D. LISREL 8 user's reference guide Chicago, SSI, 1993.

[24] KLINE, R. B. Principles and practice of structural equation modeling New York: The Guilford Press, 1998.

[25] KRIPPENDORFF, K. Content analysis: an introduction to its methodology. Newbury Park: Sage Publications, 1980.

[26] KUMAR, V.; SHAH, D. Building and susteining profitable customer loyalty for the 21^st Century. Journal of Retailing, vol. 80, p. 317-330, 2004.

[27] MALHOTRA, N. Marketing research: an applied orientation. 3. ed. Upper Sadle River: Prentice Hall, 1999.

[28] MOORMAN, C.; DESHPANDÉ, R.; ZALTMAN, G. Factors affecting trust in market research relationships. Journal of Marketing, vol. 57, January 1993.

[29] MORGAN, R.; HUNT, S. The commitment-trust theory of relationship marketing. Journal of Marketing, vol. 58, July 1994.

[30] MÜCKENBERGER, E. O papel da satisfação, confiança e comprometimento na formação de intenções futuras de compra entre clientes com níveis de experiência diferenciados. In: ENCONTRO DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, XXV, Campinas. Anais.. Campinas: ANPAD, 2001.

[31] OLIVER, R. L. Measurement and evaluation of satisfaction process in retail settings. Journal of Retailing, vol. 57, Fall 1981.

[32] OLIVER, R. L. Satisfaction: a behavioral perspective on the consumer. 1. ed. New York: Irwin/McGraw-Hill, 1997.

[33] OLIVER, R. L. Whence consumer loyalty. Journal of Marketing, vol. 63, Special Issue 1999.

[34] O'MALLEY; L.; TYNAN, C. Marketing de relacionamento. In.: BAKER, M. J. (Org). Administração de Marketing São Paulo: Campus, 2005.

[35] PARASURAMAN, A.; GREWAL, D. The impact of technology on the quality-valueloyalty chain: a research agenda. Journal of Academy of Marketing Science, vol. 28, n. 1, 2000.

[36] REICHHELD, F. F. The loyalty effect Boston: Harvard Business School Press, 1996.

[37] REICHHELD, F. F.; SASSER, W. E. Zero defections: quality comes to services. Harvard Business Review, vol. 68, n. 5, 1990.

[38] REVISTA PLACAR. Ranking de sócios-torcedores Disponível em: < http://placar.abril.com.br >. Acesso em: 15/11/2008.

[39] RODRIGUES, N. Flor de obsessão: as 1000 melhores frases de Nelson Rodrigues. São Paulo: Companhia das Letras, 1997.

[40] RUST, R. T.; ZEITHAML, V. A.; LEMON, K. N. Driving customer equity: how customer lifetime value is reshaping corporate strategy. New York: The Free Press, 2000.

[41] SANTOS, L. M. V. V. A evolução da gestão no futebol brasileiro Dissertação (Mestrado). FGV/EAE, 2002.

[42] SHETH; J. N.; PARVATIYAR, A. Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of Marketing Science, vol. 23, n. 4, p. 255-271, 1995.

[43] SIRDESHMUKH, D.; SINGH, J.; SABOL, B. Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, vol. 66, n. 1, January 2002.

[44] SLATER, S. F.; NARVER, J. C. Intelligence generation and superior customer value. Journal of the Academy of Marketing Science, vol. 28, n. 1, 2000.

[45] SMITH, J. B.; BARCLAY, D. W. The effects of organizational differences and trust on the effectiveness of selling partner relationships. Journal of Marketing, vol. 61, January 1997 (IDEM).

[46] SPORT CLUB INTERNACIONAL. Disponível em: < http://www.internacional.com.br >. Acesso em: 25/11/2008.

[47] SZYMANSKI, D. M.; HENARD, D. H. Customer satisfaction: a meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, vol. 29, n. 1, 2001.

[48] YANG, Z.; PETERSON, R. T. Customer perceived value, satisfaction, and loyalty: the role of switching costs. Psychology & Marketing, v.21, n.10, p. 799-822, 2004.

[49] ZALTMAN, G. Afinal, o que os clientes querem? São Paulo: Campus, 2003.

[50] ZEITHAML, V. A. Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, vol. 52, July 1988.

Brasil

Brasil

"Amar é ser fiel a quem nos trai": a relação do torcedor com seu time de futebol

"To love is to be faithful to whom betrays us": the relationship of fans with their football teams

Resumos

Datas de Publicação