Satisfação com assistência técnica e lealdade ao fabricante no ramo automobilístico

Urdan, André Torres; Zuñiga, Melby Karina Huertas

doi:10.1590/S0034-75902001000300004

Resumos

Este artigo contempla as relações entre a satisfação do cliente com serviços de assistência técnica automotiva (SATISSER) e sua lealdade ao fabricante do veículo (LEALDFAB), algo que não tem sido experimentalmente investigado a contento no marketing. Começando com uma revisão teórica, empreendeu-se uma análise empírica com uma amostra de 225 usuários de veículos brasileiros das montadoras Fiat, Ford, General Motors e Volkswagen. Com o método da modelagem de equações estruturais, evidenciou-se como significante o vínculo entre a variável exógena latente SATISSER (como causa) e a variável endógena latente LEALDFAB (como efeito). Essa comprovação pode ter um efeito indutivo de diligências dos produtores de bens e prestadores de serviços em geral (não só das concessionárias de veículos) para o aprimoramento dos serviços em suas ofertas.

Satisfação com serviços; lealdade ao fabricante; causa e efeito; veículos; concessionárias

This article addresses the relationship between customer satisfaction with automotive technical assistance services (SATISSER) and loyalty to the manufacturer of the vehicle (LEALDFAB), a subject that has not been appropriately investigated in the marketing. Beginning with a theoretical review, an empirical analysis with a sample of 225 users of Brazilian vehicles made by Fiat, Ford, General Motors and Volkswagen was undertaken. By using the structural equation modeling method, evidences were found of a significant link between the exogenous latent variable SATISSER (as cause) and the endogenous latent variable LEALDFAB (as effect). This result may have an inductive effect of hardworking upon manufacturers of goods and service providers in general (not only automobile dealerships) toward improvement of the services component in their offerings.

Satisfaction with services; loyalty to the manufacturer; cause and effect; vehicles, dealerships

MERCADOLOGIA

Satisfação com assistência técnica e lealdade ao fabricante no ramo automobilístico

André Torres Urdan^I; Melby Karina Huertas Zuñiga^II

^IMestre em Administração pela FGV-EAESP, Doutor em Administração pela FEA-USP, Professor Adjunto do Departamento de Mercadologia da FGV-EAESP e Pesquisador do CNPq. E-mail: aturdan@fgvsp.br

^IIMestre em Administração pela FACE-UFMG. E-mail: melbyzuniga@hotmail.com

RESUMO

Este artigo contempla as relações entre a satisfação do cliente com serviços de assistência técnica automotiva (SATISSER) e sua lealdade ao fabricante do veículo (LEALDFAB), algo que não tem sido experimentalmente investigado a contento no marketing. Começando com uma revisão teórica, empreendeu-se uma análise empírica com uma amostra de 225 usuários de veículos brasileiros das montadoras Fiat, Ford, General Motors e Volkswagen. Com o método da modelagem de equações estruturais, evidenciou-se como significante o vínculo entre a variável exógena latente SATISSER (como causa) e a variável endógena latente LEALDFAB (como efeito). Essa comprovação pode ter um efeito indutivo de diligências dos produtores de bens e prestadores de serviços em geral (não só das concessionárias de veículos) para o aprimoramento dos serviços em suas ofertas.

Palavras-chave: Satisfação com serviços, lealdade ao fabricante, causa e efeito, veículos, concessionárias.

ABSTRACT

This article addresses the relationship between customer satisfaction with automotive technical assistance services (SATISSER) and loyalty to the manufacturer of the vehicle (LEALDFAB), a subject that has not been appropriately investigated in the marketing. Beginning with a theoretical review, an empirical analysis with a sample of 225 users of Brazilian vehicles made by Fiat, Ford, General Motors and Volkswagen was undertaken. By using the structural equation modeling method, evidences were found of a significant link between the exogenous latent variable SATISSER (as cause) and the endogenous latent variable LEALDFAB (as effect). This result may have an inductive effect of hardworking upon manufacturers of goods and service providers in general (not only automobile dealerships) toward improvement of the services component in their offerings.

Key words: Satisfaction with services, loyalty to the manufacturer, cause and effect, vehicles, dealerships.

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

ANDERSON, R. E., SULLIVAN, M. The antecedents and consequences of customer satisfaction for firms. Marketing Science, v. 12, n. 2, p. 125-143, Spring 1993.
ANDREASSEN, T. W., LINDESTAD, B. Customer loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, v. 9, n. 1, p. 7-23, 1998.
ARBUCKLE, J. L. AMOS user's guide Version 3.6. Chicago: SPSS, 1997.
BAUMOL, W. J., BLINDER, A. S. Economics: principles and policy. New York: Harcourt Brace Jovanovich, 1982.
BEYER, J. M., TRICE, H. M. Current and prospective roles for linking organizational researchers and users. In: KILMANN, R. H. et al. Producing useful knowledge for organizations San Francisco: Jossey Bass, 1994. p. 675-702.
BOLLEN, K. A. Structural equations with latent variables New York: John Wiley & Sons, 1989.
BOLLEN, K. A, LONG, J. S. Testing structural equation models. Newbury Oak: Sage, 1993.
BOLTON, R. N., DREW, J. H. A multistage model of customer's assessment of service quality and value. Journal of Consumer Research, v. 17, n. 4, p. 375- 384, Apr. 1991.
BRUNER II, G. C., HENSEL, P. J. Marketing scales handbook: a compilation of multi-item measures. Chicago: American Marketing Association, 1996.
CHURCHILL, G. A. Marketing research: methodological foundations. Fort Worth: Dryden Press, 1991.
CHURCHILL, G. A., SUPRENANT, C. An investigation into the determinants of customer satisfaction. Journal of Marketing Research, v. 19, n. 4, p. 491-504, Nov. 1982.
ENGEL, J. F., BLACKWELL R. D., MINIARD, P. W. Consumer behavior Chicago: Dryden Press, 1995.
ENGEL, J. F., WARSHAW, M. R., KINNEAR, T. C. Promotional strategy: managing the marketing communications process. Burr Ridge: Irwin, 1994.
HAIR JR., J. F. et al. Multivariate data analysis 4. ed. Englewood Cliffs: Prentice Hall, 1995.
HIRSCHMAN, A. O. Exit, voice, and loyalty: responses to decline in firms, organizations, and states. Cambridge: Harvard Business University Press, 1970.
HOROVITZ, J. L., SASSER JR., W. E., HART, C. W. Qualidade de serviço: a batalha pela conquista do cliente. São Paulo : Nobel, 1994.
HUTCHINSON, S. R., OLMOS, A. Behavior of descriptive fit indexes in confirmatory factor analyses using ordered categorical data. Structural Equation Modeling, v. 5, n. 4, p. 344-364, 1998.
JÖRESKOG, K. G., SÖRBOM, D. Lisrel 7: a guide to the program and applications. 2. ed. Chicago: SPSS, 1989.
JÖRESKOG, K. G., SÖRBOM, D. Lisrel 8: structural equation modeling with the Simplis command language. Chicago : Scientific Software International, 1993.
JÖRESKOG, K. G., SÖRBOM, D. Prelis 2: user's reference guide. Chicago: Scientific Software International, 1996.
KEAVENEY, S. M. Customer switching behavior in service industries: an exploratory study. Journal of Marketing, v. 59, n. 2, p. 71-82, Apr. 1995.
KERLINGER, Frederick N. Foundations of behavioral research New York: Holt Rinehart and Winston, 1973.
KRESS, George. Marketing research. Reston: Reston Publishing, 1979.
MALHOTRA, N. K. Marketing research: an applied orientation. New Jersey: Prentice Hall, 1996.
MANO, H., OLIVER, L. R. Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, v. 20, n. 3, p. 451-466, Dec. 1993.
MARTIN, H. J. Making knowledge more useful through the proper development and use of theory In: KILMANN, R. H. et al. Producing useful knowledge for organizations. San Francisco: Jossey Bass, 1994. p. 564-579.
MOURA, G. C. Mercado muda perfil de concessionárias. O Globo, São Paulo, 17 nov. 1996. Economia, p. 36.
NAERT, P. A., LEEFLANG, P. S. H. Building implementable marketing nodels Leiden: Martinus Nijhoff, 1978.
O CONSUMIDOR reclama, de quem é a culpa? Dealer, v. 3, n. 12, p. 21, abr. 1998.
OLIVER, R. L. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, v. 17, n. 4, p. 460-469, Nov. 1980.
OLIVER, R. L. Satisfaction: a behavioral perspective on the consumer. Boston: Irwin/McGraw-Hill, 1997.
OLIVER, R. L. Whence consumer loyalty? Journal of Marketing, v. 63, p. 33-44, 1999. Special issue.
OLMOS, M. Concessionárias trocam venda por serviços. O Estado de S. Paulo, São Paulo, 25 nov. 1996. Economia, p. 4.
O'MALLEY, J. F. From perception to delivery. Marketing News, v. 31, n. 22, p. 20, Oct. 1997.
PELOFSKY, M. Ford Motor Company: dealer sales and service. In: SASSER JR., W. E., HART, C. W. L., HESKETT, J. L. The service management course: cases and readings. New York: Free Press, 1989. p. 841-861.
PRENOVOST, L. K. Books reviews: statistical models for ordinal variables. Structural Equation Modeling, v. 6, n. 2, p. 212-215, 1999.
RAPP, S., COLLINS, T. O novo marketing São Paulo: Makron Books, 1996.
REICHHELD, F. F. The loyalty effect Boston: Harvard Business School Press, 1990.
REICHHELD, F. F., SASSER, W. E. Zero defections: quality comes to services. Harvard Business Review, v. 68, n. 5, p. 105-111, Sept./Oct. 1990.
SELLTIZ, C., WRIGHTSMAN, L. S., COOK, S. W. Research methods in social relations 3. ed. New York: Holt, Rinehart and Winston, 1976.
TAYLOR, S. A., BAKER, T. L. An assessment of the relationship between service quality and customer satisfaction in the formation of consumer's purchase intentions. Journal of Retailing, v. 70, n. 2, p. 163- 178, 1994.
TSE, D. K., NICOSIA, F. M., WILTON, P. C. Consumer satisfaction as a process. Psychology & Marketing, v. 7, n. 4, p. 177-193, Fall 1990.
WENTZ, W. B. Marketing research: management and methods. New York: Harper & Row, 1972.
YI, Y. A critical review of consumer satisfaction. In: ZEITHAML, V. A. Review of Marketing 1990 Chicago: American Marketing Association, 1990. p. 68-123.

Datas de Publicação

Publicação nesta coleção
19 Set 2011
Data do Fascículo
Set 2001

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

[1] ANDERSON, R. E., SULLIVAN, M. The antecedents and consequences of customer satisfaction for firms. Marketing Science, v. 12, n. 2, p. 125-143, Spring 1993.

[2] ANDREASSEN, T. W., LINDESTAD, B. Customer loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, v. 9, n. 1, p. 7-23, 1998.

[3] ARBUCKLE, J. L. AMOS user's guide Version 3.6. Chicago: SPSS, 1997.

[4] BAUMOL, W. J., BLINDER, A. S. Economics: principles and policy. New York: Harcourt Brace Jovanovich, 1982.

[5] BEYER, J. M., TRICE, H. M. Current and prospective roles for linking organizational researchers and users. In: KILMANN, R. H. et al. Producing useful knowledge for organizations San Francisco: Jossey Bass, 1994. p. 675-702.

[6] BOLLEN, K. A. Structural equations with latent variables New York: John Wiley & Sons, 1989.

[7] BOLLEN, K. A, LONG, J. S. Testing structural equation models. Newbury Oak: Sage, 1993.

[8] BOLTON, R. N., DREW, J. H. A multistage model of customer's assessment of service quality and value. Journal of Consumer Research, v. 17, n. 4, p. 375- 384, Apr. 1991.

[9] BRUNER II, G. C., HENSEL, P. J. Marketing scales handbook: a compilation of multi-item measures. Chicago: American Marketing Association, 1996.

[10] CHURCHILL, G. A. Marketing research: methodological foundations. Fort Worth: Dryden Press, 1991.

[11] CHURCHILL, G. A., SUPRENANT, C. An investigation into the determinants of customer satisfaction. Journal of Marketing Research, v. 19, n. 4, p. 491-504, Nov. 1982.

[12] ENGEL, J. F., BLACKWELL R. D., MINIARD, P. W. Consumer behavior Chicago: Dryden Press, 1995.

[13] ENGEL, J. F., WARSHAW, M. R., KINNEAR, T. C. Promotional strategy: managing the marketing communications process. Burr Ridge: Irwin, 1994.

[14] HAIR JR., J. F. et al. Multivariate data analysis 4. ed. Englewood Cliffs: Prentice Hall, 1995.

[15] HIRSCHMAN, A. O. Exit, voice, and loyalty: responses to decline in firms, organizations, and states. Cambridge: Harvard Business University Press, 1970.

[16] HOROVITZ, J. L., SASSER JR., W. E., HART, C. W. Qualidade de serviço: a batalha pela conquista do cliente. São Paulo : Nobel, 1994.

[17] HUTCHINSON, S. R., OLMOS, A. Behavior of descriptive fit indexes in confirmatory factor analyses using ordered categorical data. Structural Equation Modeling, v. 5, n. 4, p. 344-364, 1998.

[18] JÖRESKOG, K. G., SÖRBOM, D. Lisrel 7: a guide to the program and applications. 2. ed. Chicago: SPSS, 1989.

[19] JÖRESKOG, K. G., SÖRBOM, D. Lisrel 8: structural equation modeling with the Simplis command language. Chicago : Scientific Software International, 1993.

[20] JÖRESKOG, K. G., SÖRBOM, D. Prelis 2: user's reference guide. Chicago: Scientific Software International, 1996.

[21] KEAVENEY, S. M. Customer switching behavior in service industries: an exploratory study. Journal of Marketing, v. 59, n. 2, p. 71-82, Apr. 1995.

[22] KERLINGER, Frederick N. Foundations of behavioral research New York: Holt Rinehart and Winston, 1973.

[23] KRESS, George. Marketing research. Reston: Reston Publishing, 1979.

[24] MALHOTRA, N. K. Marketing research: an applied orientation. New Jersey: Prentice Hall, 1996.

[25] MANO, H., OLIVER, L. R. Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, v. 20, n. 3, p. 451-466, Dec. 1993.

[26] MARTIN, H. J. Making knowledge more useful through the proper development and use of theory In: KILMANN, R. H. et al. Producing useful knowledge for organizations. San Francisco: Jossey Bass, 1994. p. 564-579.

[27] MOURA, G. C. Mercado muda perfil de concessionárias. O Globo, São Paulo, 17 nov. 1996. Economia, p. 36.

[28] NAERT, P. A., LEEFLANG, P. S. H. Building implementable marketing nodels Leiden: Martinus Nijhoff, 1978.

[29] O CONSUMIDOR reclama, de quem é a culpa? Dealer, v. 3, n. 12, p. 21, abr. 1998.

[30] OLIVER, R. L. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, v. 17, n. 4, p. 460-469, Nov. 1980.

[31] OLIVER, R. L. Satisfaction: a behavioral perspective on the consumer. Boston: Irwin/McGraw-Hill, 1997.

[32] OLIVER, R. L. Whence consumer loyalty? Journal of Marketing, v. 63, p. 33-44, 1999. Special issue.

[33] OLMOS, M. Concessionárias trocam venda por serviços. O Estado de S. Paulo, São Paulo, 25 nov. 1996. Economia, p. 4.

[34] O'MALLEY, J. F. From perception to delivery. Marketing News, v. 31, n. 22, p. 20, Oct. 1997.

[35] PELOFSKY, M. Ford Motor Company: dealer sales and service. In: SASSER JR., W. E., HART, C. W. L., HESKETT, J. L. The service management course: cases and readings. New York: Free Press, 1989. p. 841-861.

[36] PRENOVOST, L. K. Books reviews: statistical models for ordinal variables. Structural Equation Modeling, v. 6, n. 2, p. 212-215, 1999.

[37] RAPP, S., COLLINS, T. O novo marketing São Paulo: Makron Books, 1996.

[38] REICHHELD, F. F. The loyalty effect Boston: Harvard Business School Press, 1990.

[39] REICHHELD, F. F., SASSER, W. E. Zero defections: quality comes to services. Harvard Business Review, v. 68, n. 5, p. 105-111, Sept./Oct. 1990.

[40] SELLTIZ, C., WRIGHTSMAN, L. S., COOK, S. W. Research methods in social relations 3. ed. New York: Holt, Rinehart and Winston, 1976.

[41] TAYLOR, S. A., BAKER, T. L. An assessment of the relationship between service quality and customer satisfaction in the formation of consumer's purchase intentions. Journal of Retailing, v. 70, n. 2, p. 163- 178, 1994.

[42] TSE, D. K., NICOSIA, F. M., WILTON, P. C. Consumer satisfaction as a process. Psychology & Marketing, v. 7, n. 4, p. 177-193, Fall 1990.

[43] WENTZ, W. B. Marketing research: management and methods. New York: Harper & Row, 1972.

[44] YI, Y. A critical review of consumer satisfaction. In: ZEITHAML, V. A. Review of Marketing 1990 Chicago: American Marketing Association, 1990. p. 68-123.

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Satisfação com assistência técnica e lealdade ao fabricante no ramo automobilístico

Resumos

Datas de Publicação