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Master's Dissertation
DOI
10.11606/D.12.2011.tde-15122011-160808
Document
Author
Full name
Patricia Angelo de Castro Cotti
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2011
Supervisor
Committee
Fouto, Nuno Manoel Martins Dias (President)
Merlo, Edgard Monforte
Silveira, Jose Augusto Giesbrecht da
Title in Portuguese
Lealdade de clientes nas relações de consumo de telefonia celular pós-paga
Keywords in Portuguese
Comportamento do consumidor
Lealdade
Marketing de relacionamento
Satisfação do consumidor
Abstract in Portuguese
Em um mercado cada vez mais competitivo como o de telefonia celular pós-paga as organizações modernas estão em constante busca por lucratividade e crescimento contínuo. Nesse sentido, a retenção dos clientes atuais e a busca por fidelidade tornam-se pauta de discussões acadêmicas e empresariais. No estudo dessa fidelidade, a academia se divide em duas correntes: a primeira defensora da satisfação como antecessor necessário da lealdade e a segunda, da lealdade como elemento independente da satisfação. O presente trabalho buscou aclarar esses conceitos, com definição dos termos e principais pensamentos. Por meio de pesquisa realizada junto aos consumidores de telefonia celular pós-paga, verificou-se a avaliação desse público quanto à satisfação, vínculo, imagem da operadora, bem como a manutenção ou não desse relacionamento.
Title in English
Consumer's loyalty in mobile post paid relations
Keywords in English
Consumer behavior
Consumer satisfaction
Loyalty
Mobile market
Relationship marketing
Abstract in English
In a competitive market as the mobile post paid, the modern companies are in a constant search for profitability and growth. In that sense, the consumer retention and the study of loyalty become topics into the agendas of the academics and the business discussions. Through the study of the consumer´s loyalty the academics are divided in two different ideas: the first one defends the satisfaction as a prior to the loyalty and, for the defenders of the second idea, the loyalty is an independent element from the satisfaction. The current paper tried to dig into these concepts, with the definition of the main terms and thoughts. By researches made with the mobile post paid consumers, the evaluation of topics such as satisfaction, link, image and the capacity to keep the relationship.
 
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Publishing Date
2012-01-10
 
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