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A construção de uma relação de confiança na relação da marca com o cliente de uma rede varejista de Manaus
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| 2.03 MB | Adobe PDF |
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Abstract(s)
O objetivo desta dissertação é investigar o impacto da relação de confiança da marca na relação de consumo de uma rede varejista de Manaus. A metodologia utilizada contempla um método descritivo e explicativo, com revisão da literatura e uso de Survey aplicada em base de cliente da rede varejista, identificando 3 construtos (confiança, lealdade e marca) e seus respectivos 21 indicadores (variáveis mensuráveis), utilizando o modelo de equações estruturais (Partial Least Square).Os resultados indicam a importância do construto confiança na marca, na decisão do consumidor, e paralelamente pode-se identificar valores adjacentes representativos como lealdade, relacionamento, satisfação e etc, os quais indicaram cargas fatoriais substanciais .O modelo proporciona ao mercado uma visão alternativa deste construto (confiança) demonstrados - via equações estruturais – os módulos: estrutural e mensuração. A pesquisa tem a limitação quanto à sua aplicação no âmbito de uma rede varejista da Cidade de Manaus. O trabalho propicia um modelo para o entendimento e medição da do impacto da confiança na marca no processo de consumo.
The objective of this dissertation is to investigate the impact of the brand trust relationship on the consumption relationship of a retailer network in Manaus. The methodology used includes a descriptive and explanatory method, with a review of the literature and the use of a survey applied to the customer base of the retail network, identifying 34 indicators (measurable variables) using the structural equations model (Partial Least Square). the importance of the construct trust in the brand, in the decision of the consumer, and in parallel one can identify representative adjacent values like loyalty, relationship, satisfaction and etc, which indicated substantial factorial loads. The model provides to the market an alternative vision of this construct (trust ) demonstrated - via structural equations - the modules: structural and measurement. The research has the limitation as to its application within a retail network of the City of Manaus. The work provides a model for the understanding and measurement of the impact of brand trust in the consumption process.
The objective of this dissertation is to investigate the impact of the brand trust relationship on the consumption relationship of a retailer network in Manaus. The methodology used includes a descriptive and explanatory method, with a review of the literature and the use of a survey applied to the customer base of the retail network, identifying 34 indicators (measurable variables) using the structural equations model (Partial Least Square). the importance of the construct trust in the brand, in the decision of the consumer, and in parallel one can identify representative adjacent values like loyalty, relationship, satisfaction and etc, which indicated substantial factorial loads. The model provides to the market an alternative vision of this construct (trust ) demonstrated - via structural equations - the modules: structural and measurement. The research has the limitation as to its application within a retail network of the City of Manaus. The work provides a model for the understanding and measurement of the impact of brand trust in the consumption process.
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Keywords
Confiança Marca Consumidor Trust Brand Consumer