Cocriação, valor de uso, satisfação e custos de troca como antecedentes da retenção de clientes no ensino superior

Autori

DOI:

https://doi.org/10.5902/1983465935697

Abstract

Objetivo – A pesquisa teve como objetivo propor e validar um Modelo Teórico, com o intuito de compreender como a relação entre clientes (usuários do serviço) e prestadores de serviços pode resultar na retenção de clientes, no contexto do ensino superior.

Design / metodologia / abordagem – A pesquisa foi implementada através de uma pesquisa do tipo survey aplicada a 301 alunos de uma Instituição de Ensino Superior sendo que os dados foram analisados por meio da MEE – Modelagem de Equações Estruturais.

Resultados – Os resultados indicaram que a cocriação de valor impacta na satisfação de clientes e no valor de uso, que a satisfação de clientes impacta nos custos de troca e na retenção de clientes e que os custos de troca impactam na retenção de clientes. Porém, o valor de uso não apresentou impacto significativo na retenção de clientes, contrariando os resultados esperados.

Originalidade / valor – Não há um consenso de quais construtos são antecedentes efetivos da retenção de clientes para os mais diversos tipos de serviços. Para suprir esta lacuna, a pesquisa teve como foco validar um Modelo Teórico que contempla os construtos cocriação, valor de uso, construto este ainda pouco investigado, satisfação de clientes e custos de troca como antecedentes da retenção de clientes (alunos) no contexto do ensino superior.

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Biografie autore

Guilherme Coelho Nunes, UCS - Universidade de Caxias do Sul

Mestre em Administração pela Universidade de Caxias do Sul (UCS).

Gabriel Sperandio Milan, UCS - Universidade de Caxias do Sul

Doutor em Engenharia de Produção na Área de Sistemas de Qualidade pela UFRGS (Universidade Federal do Rio Grande do Sul). Professor e pesquisador da UCS (Universidade de Caxias do Sul). Consultor de empresas nas áreas de estratégia e mercado.

Luciene Eberle, UCS - Universidade de Caxias do Sul

Doutora em Administração pela Pontifícia Universidade Católica do Rio Grande do Sul (PUC-RS) e pela Universidade de Caxias do Sul (UCS) (curso em associação ampla). Professora e pesquisadora da Universidade de Caxias do Sul (UCS).

Deonir De Toni, UCS - Universidade de Caxias do Sul

Doutor em Administração na área de Marketing pela Universidade Federal do Rio Grande do Sul (UFRGS). Professor e pesquisador da Universidade de Caxias do Sul (UCS).

Pelayo Munhoz Olea, UCS - Universidade de Caxias do Sul

Doutor em Administração pela Universitat Politècnica de Catalunya (Espanha). Professor e pesquisador da Universidade de Caxias do Sul (UCS).

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Pubblicato

2021-10-04

Come citare

Nunes, G. C., Milan, G. S., Eberle, L., De Toni, D., & Olea, P. M. (2021). Cocriação, valor de uso, satisfação e custos de troca como antecedentes da retenção de clientes no ensino superior. Revista De Administração Da UFSM, 14(3), 545–567. https://doi.org/10.5902/1983465935697

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