A influência da participação e conveniência na satisfação do cliente: uma mediação múltipla
DOI:
https://doi.org/10.5902/1983465971688Palavras-chave:
Satisfação do cliente, Participação do cliente, Valor econômico, Conveniência, Qualidade do serviçoResumo
Objetivo: O objetivo deste artigo é apresentar um modelo vinculando preditores da satisfação do cliente considerando as premissas da Service Domain-Logic e os antecedentes conveniência e qualidade do serviço, que foram identificados como aspectos relevantes na busca da satisfação dos clientes com serviços financeiros utilizados.
Metodologia: Realizou-se um survey com uma amostra de seiscentos e oito respondentes. Para testar hipóteses de pesquisa na análise de dados, utilizou-se a modelagem de equações estruturais.
Resultados: Os efeitos preditivos de conveniência, valor econômico e qualidade do serviço provaram ser significativos para a satisfação do cliente. A qualidade percebida do serviço foi identificada como um mediador da relação entre conveniência e satisfação do cliente.
Implicações práticas: Os resultados têm implicações gerenciais, pois demonstram que melhorar o valor do serviço é um meio de aumentar a satisfação do cliente. Para garantir que o cliente considera a interação com o serviço bancário atraente e que oferece benefícios valiosos, o serviço bancário deve, portanto, permitir a participação do cliente para aumentar a percepção do valor econômico e, mais importante, facilitar a disseminação de informações.
Limitações: A amostra pode ter causado alguns vieses nos resultados, pois foi selecionada por conveniência.
Originalidade: Este estudo traz resultados que mostram que a participação do cliente impacta positivamente na percepção de valor econômico, mas não é a chave para a satisfação do cliente em serviços financeiros. Este resultado prova que os efeitos da participação do cliente são mais complexos do que outros mencionados anteriormente.
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