Cocriação, valor de uso, satisfação e custos de troca como antecedentes da retenção de clientes no ensino superior
DOI:
https://doi.org/10.5902/1983465935697Resumo
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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