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Força das relações: um survey em centros de beleza
Abstract
O presente estudo verificou a influência das características socioeconômicas e demográficas, assim como da duração, frequência e atributos do relacionamento, na força da relação desenvolvida entre clientes de centros de beleza em Foz do Iguaçu - PR. A pesquisa se caracteriza como descritiva e em sua abordagem classifica-se como quantitativa. A amostra é do tipo não probabilística por acessibilidade. Os dados foram coletados através de questionários e tratados por meio de frequências, teste qui-quadrado, análise fatorial e regressão logística binária. Os resultados apontam que há uma relação de dependência que revela uma influência direta das variáveis duração do relacionamento e atributos relacionais na força da relação empresa-cliente. A frequência de encontros e o gênero dos entrevistados, por sua vez, possuem uma relação associativa com a força da relação desenvolvida entre os clientes inquiridos e seus centros de beleza.
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O estudo buscou este trabalho buscou investigar a aplicabilidade da utilização, no agronegócio da ferramenta do marketing de relacionamento nos Programas de endomarketing (voltados ao público interno, os colaboradores). Foram investigadas na pesquisa 12 empresas, tendo assim uma amostra por conveniência. Pode-se concluir que os objetivos dos Programas de Endomarketing estão direcionados para promover o bem-estar, buscar o comprometimento e a capacitação, e informar os colaboradores. Os maiores benefícios oferecidos pelos Programas de Endomarketing, apontados pelas empresas, são: Estimulam à participação de todos os colaboradores da organização; Melhoram as atitudes e comportamentos dos colaboradores com relação ao emprego; Criam e promovem idéias nas organizações voltadas ao bom atendimento ao cliente; Contribuem para a melhoria dos índices de produtividade; Favorecem o recrutamento e seleção; e Incluem os planos de carreira como instrumentos de motivação. Este estudo representa a assunção do Marketing de Relacionamento em 50% das empresas contatadas, já que a investigação nos pontos de venda permitiu a verificação de 24 empresas.
Nos últimos anos, as constantes inovações tecnológicas, o aumento exponencial do volume de dados, junto às evoluções nas tendências de consumo, geraram um cenário global de grandes desafios para as organizações. O uso de tecnologias de Big Data, para análise do volume crescente de dados, disponíveis no mundo virtual globalizado, oferece uma nova visão sobre o mercado e pode contribuir com o futuro das organizações, por meio da disponibilização de informações de qualidade que apoiarão fortemente a tomada de decisão. Nesse cenário de alta competitividade, considerar o contexto de análises de dados, com o uso de tecnologias de Big Data, pode ampliar a visão das empresas para as tendências do mercado, favorecendo a identificação de estratégias melhor direcionadas aos perfis de comportamentos e preferências de consumo. O objetivo da pesquisa é investigar como o uso das tecnologias de Big Data pode ampliar a capacidade do marketing de relacionamento das organizações, agregando valor ao negócio. Os resultados demonstram que as organizações que fazem uso das tecnologias de Big Data, conseguem melhor definir suas estratégias de marketing de relacionamento com os clientes, obtendo como resultados relacionamentos mais duradouros com o mercado e seus clientes e retornos favoráveis aos seus negócios. Em um futuro próximo, a utilização de Big Data, para ampliação das estratégias de marketing de relacionamento, serão regras de sobrevivência para as organizações. O diferencial estará na forma como o gestor interpretará as informações disponíveis e agirá para alcançar os resultados almejados.
The authors conduct a meta-analysis to examine dependence and interdependence in marketing relationships. Analyses reveal that dependence affects performance primarily through relationship quality and cooperation, while interdependence has substantial direct effects as well as effects mediated through relationship-specific investments and cooperation. Regarding relationship context, effects of dependence are stronger in channel relationships than end-user relationships and for services than goods; interdependence does not display the same pattern. Regarding methodological context, dependence measures that emphasize relationship value versus switching costs have different moderating effects; greater general dependence content is associated with weaker effect sizes for dependence but conversely greater effect sizes for interdependence. These results suggest that new insights can be gained by distinguishing relationship value and switching cost components of dependence and by investigating the possibility that the conceptual domain of interdependence differs from that of dependence. Future research that strives for greater precision in the measurement of dependence and interdependence constructs and that simultaneously examines dependence and interdependence is recommended.
This study investigates the effects of customer contact frequency and relationship duration on customer-reported relationship strength (CRRS). We embed our analysis of these two relationship-quantity variables within a larger model that considers the effects of relationship-quality variables—commitment, trust and satisfaction—on CRRS. We additionally control for customer demographics and service type. Using a fully national sample of 591 service consumers, we find that both contact frequency and relationship duration
have a positive effect on CRRS, and that duration moderates the effect of frequency. Specifically, we observe a relationship-maturity effect: for shorter-duration relationships, contact frequency enhances CRRS, but for longer-duration relationships, contact frequency has no effect on CRRS. Furthermore, employing an iso-contact analysis, we find that for relationships with about the same number of total contacts, those with longer duration are perceived to be stronger, while those with greater contact frequency are not.
Relationship marketing is a corporative philosophy that aims at building and keeping long-term individual relationships with clients. In corporative and customer markets it demands cultural, strategic and operational actions aligned with its principles. This article describes and analyzes how big Brazilian companies are developing relationships with final customers vis-à-vis the theory-in-use recommendations. The results - obtained through 19 in-depth interviews - indicate that companies use relationship marketing in a partial way, having difficulties in all of its dimensions. Despite the fact that companies are aware of its importance, they are not able to insert relationship marketing into their organizational culture and strategy, putting more importance on operational tools. The article analyses the possible causes for the identified gaps, and suggests reviewing the relevance of the theory-in-use of this Marketing field.
Em qualquer sociedade, diferenças entre os indivíduos são consistentemente observadas quanto ao lugar que ocupam na hierarquia social. Tais diferenças se associam profundamente às oportunidades educacionais, às trajetórias ocupacionais, ao acesso aos bens e serviços, ao prestígio social, ao comportamento político e social, etc. Neste artigo, assume-se que todas essas diferenças podem ser descritas adequadamente por um único construto denominado de nível socioeconômico (NSE). Este trabalho tem como objetivos principais: discutir formas de medir o NSE nas pesquisas sociais e produzir uma medida de NSE que expresse as variações entre famílias representadas nessas pesquisas, bem como interpretar a escala proposta. A consistência da proposta teórica é verificada com dados da Pesquisa Geração Escolar 2005 - Polo Belo Horizonte.
More and more, retailers are investing in relationship building as a strategy for enhancing customer retention in the business-to-customer (B2C) context. However, some marketing scholars have expressed concern over the usefulness of relationship marketing under certain conditions. As such, this study investigates the moderating role of personality traits on the relationship between satisfaction-driven relationship quality and behavioral loyalty. Based on a sample of 158 retail shoppers, we find that customers’ overall satisfaction with the retailer leads to quality customer–firm relationships and ultimately, behavioral loyalty to the retailer. We also found that the impact of relationship quality on behavioral loyalty depends on the consumer's personality traits, i.e., consumer innovativeness, variety seeking, and relationship proneness. These findings extend the extant relationship literature by showing that the value of relationship marketing is not universal, thereby refining our understanding of the relationship between customer behavior and relationship marketing. Implications for academics and managers are discussed.
This research examines the benefits customers receive as a result of engaging in long-term relational exchanges with service
firms. Findings from two studies indicate that consumer relational benefits can be categorized into three distinct benefit
types: confidence, social, and special treatment benefits. Confidence benefits are received more and rated as more important
than the other relational benefits by consumers, followed by social and special treatment benefits, respectively. Responses
segmented by type of service business show a consistent pattern with respect to customer rankings of benefit importance. Management
implications for relational strategies and future research implications of the findings are discussed.
Purpose
The purpose of this paper is to specify and test factors surrounding relationship strength between buyers and suppliers in a global, business‐to‐business (B2B) services context. In so doing, the paper helps extend relationship marketing theories to this under‐researched domain.
Design/methodology/approach
A literature review, along with results of field interviews and surveys, provide a conceptual framework for the relationship strength formation process in the context of multi‐cultures. The research then tests a model of hypothesized relationships using structural equation modeling.
Findings
The paper confirms the influence of perceived value, switching costs and relationship quality (satisfaction, trust and affective commitment) on relationship strength. As predicted, relationship quality mediates the influence that perceived value has on relationship strength. Switching costs further mediate the influence that relationship quality has on relationship strength which, in turn, influences substitution scarcity. No support, however, was offered for the proposed moderating influence that national culture (as measured by a buyer's country masculinity and individualism) has on quality/strength linkages and value/strength linkages.
Research limitations/implications
The sample of buyers in 42 countries includes a higher share of buyers from individualist than collective countries. Consequently, a more balanced cultural sample may have supported the otherwise rejected proposition that culture has a moderating impact on relationship building.
Practical implications
The study provides managerially relevant (“actionable”) results which may help buyers execute customer retention strategies that lead to higher customer profitability.
Originality/value
This study adds to the limited literature on building B2B service relationships in a global context. The paper seeks to provide a balanced account of the social and economic aspects of relationship strength formation.
Relationship marketing-establishing, developing, and maintaining successful relational exchanges-constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and trust, (2) model relationship commitment and trust as key mediating variables, (3) test this key mediating variable model using data from automobile tire retailers, and (4) compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model, suggestions for further explicating and testing it are offered.
Relationship marketing is considered a paradigm change in both academic and practitioner literature. However, despite its popularity, relationship marketing has not yet evolved into becoming a discipline. The authors propose focus on eight areas to help relationship marketing evolve into a discipline. They compare the successful evolution of consumer behavior, services marketing and marketing strategy with the failure of international marketing, social marketing and business marketing as a discipline.
Relationship marketing emphasizes the need for maintaining long-term customer relationships. It is beneficia, in general to serve customers over a longer time, especially in a contractual relationship. However, it is not clear whether some of the findings observed in a contractual setting hold good in noncontractual scenarios: relationships between a seller and a buyer that are not governed by a contract or membership. The authors offer four different propositions in this study and subsequently test each one in a noncontractual context The four propositions relate to whether (1) there exists a strong positive customer lifetime-profitability relationship, (2) profits increase over time, (3) the costs of serving long-life customers are less, and (4) long-life customers pay higher prices. The authors develop arguments both for and against each of the propositions. The data for this study, obtained from a large catalog retailer cover a three-year window and are recorded on a daily basis. The empirical findings observed in this study challenge all the expectations derived from the literature. Long-life customers are not necessarily profitable customers. The authors develop plausible explanations for findings that go against the available evidence in the literature and identify three indicators through discriminant analysis that can help managers focus their efforts on more profitable customers The authors draw several marketing implications and acknowledge the limitations of the study.
Customer loyalty is an important strategic objective for all managers. Research has investigated the relationship between customer satisfaction and loyalty in various contexts. However, these predominantly cross-sectional studies have focused on customer retention as the primary measure of loyalty. There has been little investigation into the impact on share of wallet. Using data from the Canadian banking industry, this research aims to (1) provide the first longitudinal examination of the impact of changes in customer satisfaction on changes in share of wallet and (2) determine the moderating effects of customer age, income, education, expertise, and length of relationship. Data from 4319 households using 12,249 observations over a five-year period indicate a positive relationship between changes in satisfaction and share of wallet. In particular, the initial satisfaction level and the conditional percentile of change in satisfaction significantly correspond to changes in share of wallet. Two variables, income and length of the relationship, negatively moderate this relationship. Other demographic and situational characteristics have no impact.
The authors use panel data constructed from the responses of repeatedly surveyed top managers at 261 companies regarding their firm's market orientation, along with objective performance measures, to investigate the influence of market orientation on performance for a nine-year period from 1997 to 2005. The authors measure market orientation in 1997, 2001, and 2005 and estimate it in the interval between these measurement periods. The analyses indicate that market orientation has a positive effect on business performance in both the short and the long run. However, the sustained advantage in business performance from having a market orientation is greater for the firms that are early to develop a market orientation. These firms also gain more in sales and profit than firms that are late in developing a market orientation. Firms that adopt a market orientation may also realize additional benefit in the form of a lift in sales and profit due to a carryover effect. Market orientation should have a more pronounced effect on a firm's profit than sales because a market orientation focuses efforts on customer retention rather than on acquisition. Environmental turbulence and competitive intensity moderate the main effect of market orientation on business performance, but the moderating effects are greater in the 1990s than in the 2000s.
Relationship Marketing is emerging as a new phenomenon. However, relationship oriented marketing practices date back to the pre-Industrial era. In this article, we trace the history of marketing practices and illustrate how the advent of mass production, the emergence of middlemen, and the separation of the producer from the consumer in the Industrial era led to a transactional focus of marketing. Now, due to technological advances, direct marketing is staging a comeback, leading to a relationship orientation. The authors contend that with the evolution of Relationship Marketing, the hitherto prominent exchange paradigm of marketing will be insufficient to explain the growing marketing phenomena of collaborative involvement of customers in the production process. An alternate paradigm of marketing needs to be developed that is more process rather than outcome oriented, and emphasizes value creation rather than value distribution.
The objective of the article is to discuss a framework of central processes in relationship marketing. The framework includes an interaction process as the core, a planned communication process as the marketing communications support through distinct communications media, and a customer value process as the outcome of relationship marketing. If the interaction and planned communication processes are successfully integrated and geared towards customers' value processes, a relationship dialogue may merge.
Customer relationship programs have been increasingly developed by service providing companies. In the conception of such programs,almost always the companies are the ones to decide with whom they want to relate with, and which characteristics the relationship shall have. Based on a survey and by means of multidimensional scaling, the present study investigates if consumers perceive their relationships with the companies in the same way, even when they provide different kinds of service, and how the services characteristics may be related to the perceptions of relationships attributes. The results identify the way some services may be aggregated according to the characteristics consumers identify in the relationship established between the company and the consumer. Considering that, service companies may try to group their consumers based not only on their characteristics, but also on the way they understand and/or expect the relationship to be.
Este estudo tem como objetivo analisar as relações entre os benefícios relacionaispercebidos por consumidores e seus antecedentes e conseqüentes no contexto deserviços. O estudo compreendeu uma pesquisa descritiva, do tipo survey, de naturezaquantitativa. A pesquisa de campo foi realizada com 415 consumidores queinformaram o tipo de serviço analisado. Os dados coletados foram submetidos atestes estatísticos por meio da técnica de modelagem em equações estruturais, nointuito de testar o modelo proposto. Ressalte-se o ineditismo do modelo proposto,pois, neste estudo, foi feita uma avaliação da relação dos benefícios relacionais eseus antecedentes e conseqüentes. Este estudo concluiu que os benefícios relacionaissão percebidos pelos consumidores independentemente do grau de customizaçãodos serviços ou da intensidade de contato. Foram encontradas significativasassociações entre satisfação com os empregados e os demais construtos, portantopôde-se inferir a importância do elo entre empregados e consumidores.
Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and trust, (2) model relationship commitment and trust as key mediating variables, (3) test this key mediating variable model using data from automobile tire retailers, and (4) compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model, suggestions for further explicating and testing it are offered.
Given the strategic relevance of Customer Relationship Management (CRM) as a way to improve customer relations in the cyber era and also the lack of instruments customized for the Business-to-Consumer (B2C) market in general, the main objective of this study is to develop and validate a reliable and valid scale to measure customers' perceptions regarding aspects they consider relevant in their relationship with companies in general that might influence their shopping experiences. A study has been conducted with an American sample for the development and validation of the Customer Relationship Management Scale (CRMS) by using Exploratory Factor Analysis (EFA). The result was a one-factor model with highreliability. This research is a starting point to provide a comprehensive measure of customer relationship management based on customers' perspectives.
Strong relationships are crucial to service industries as it reduces customer churn. This paper investigates the impact of relationship antecedents on relationship strength and its subsequent influence on attitudinal loyalty and share of wallet. Results from a structural equation model that utilises data from 591 consumers across nine different service types show confidence and social benefits, frequency, duration and relationship investment (driven by management and communication efforts) enhance relationship strength. Relationship strength drives attitudinal loyalty and share of wallet, with attitudinal loyalty mediating the relationship between relationship strength and share of wallet. This study investigates the factors that drive strong relationships and the importance of attitudinal loyalty as it mediates the relationship between relationship strength and share of wallet. This is the first study to simultaneously examine relationship benefits, investment and the frequency and duration of a relationship impact on relationship strength; and its subsequent influence on attitudinal and behavioural outcomes, in various service industries.
Interorganizational trust has attracted significant research attention as the determinant of the development of a cooperative long-term manufacturer–supplier relationship (CLMSR). It has been realized as a mechanism of organizational control in interfirm relationships. However, little is known about the critical business-marketing problem of how to build customer trust. This study proposes a CLMSR marketing model and tests it with data collected from 118 Japanese manufacturers from six manufacturing sectors. The model investigates roles of two CLMSR marketing variables (i.e., perceived supplier relationship-specific investments (RSIs) and perceived supplier relationship-specific interaction competence (RSIC)) in building three facets of customer trust (i.e., contractual, competence, and goodwill) via two mediating variables (i.e., customer relationship satisfaction and perceived supplier relationship commitment). While supporting distinctive psychological properties of the three trust components, our findings supported the critical role of the two CLMSR marketing variables and provided a new insight into supplier RSIs for the development of a CLMSR.
Purpose
This paper seeks to examine the central role that commitment plays in driving customer loyalty and to identify the effect that confidence, social and special treatment benefits as well as relationship investment, communication and management have on the development of commitment, and ultimately customer loyalty.
Design/methodology/approach
The paper reports the results of a national mail survey of 591 consumers across nine different service industries.
Findings
The findings of the study suggest that relationship commitment drives customer loyalty and that confidence, social and special treatment benefits affect commitment to the service, as does relationship investment and management. Surprisingly, relationship communication was found to have a negative effect on commitment to the service.
Practical implications
This paper provides managers with insight as to how they can better create and sustain loyal relationships through the creation of customer commitment.
Originality/value
The paper empirically demonstrates the importance of commitment in developing and sustaining loyal relationships while also providing a detailed assessment of the role of relationship benefits and maintenance in creating committed customers.
Develops a summary construct, relationship strength, composed of interfirm trust, relationship commitment, and relationalism and supports the role of relationship strength in achieving positive relational outcomes, like relationship satisfaction and performance. The survey sample comes from a national population of hospital material managers who make decisions regarding purchases from a small group of large medical/surgical supply firms. Structural models support improved fit provided by relationship strength over a model containing the individual constructs comprising relationship strength. Managerial and academic implications of relationship strength include improved strategic planning and actionable information on improving relational outcomes.
This article presents the results of the analysis of data collected in a telephone survey of retail customers of banks and other financial institutions. The objective of the research is to identify various dimensions of the customers' relationships with their principal financial institution and to ascertain the factors that contribute to the types of close relationships that are likely to lead to customer retention, referrals, and long-term profitability. A survey of 400 adult retail bank customers provided data for analysis. The results indicate that the factors that contribute most to the establishment of close, satisfying customer relationships are affective variables, rather than situational or behavioral variables. The results also point to the existence of quite different segments of the retail bank market as defined by the type of relationship the customer wishes to have with his or her main bank. © 1997 John Wiley & Sons, Inc.. Inc.
This article explores the important role of liking in the development of the buyer’s trust in the sales rep. The authors argue
that liking’s role is richer and qualitatively different from that of the more cognitive antecedents of trust. They posit
that many cognitive antecedents of trust operate mainly through liking. They argue that as the buyer-sales rep relationship
matures, liking plays an even more important role in influencing trust. The authors empirically test a model delineating the
mediating role of liking in developing trust. They find that when the relationship between the buyer and the sales rep is
young, liking partially mediates the effect of similarity of business values and fully mediates the influence of frequency
of personal interaction on trust. Moreover, as the buyer’s relationship with the rep ages, liking takes the foreground in
trust development, while more cognitive antecedents recede into the background.
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