O marketing relacional e a fidelização de clientes – Estudo aplicado ao termalismo português

Joaquim Antunes* e Paulo Rita**

 

 

RESUMO: A presente investigação pretende analisar, através de um modelo integrado, o papel das diferentes dimensões do marketing relacional e dos factores meio envolvente na satisfação e fidelização de clientes. Analisa-se, ainda, a importância da satisfação, confiança e compromisso como variáveis mediadoras, no processo de marketing relacional. O estudo empírico é efectuado a 346 frequentadores das estâncias termais portuguesas, através de um processo de amostragem por quotas. Para validar o referido modelo teórico e testar as hipóteses é utilizado o modelo de equações estruturais.

Palavras-chave: Marketing Relacional, Satisfação, Compromisso, Confiança e Fidelização

 

 

TITLE: Relationship marketing – An applied study to the Portuguese thermal spas

ABSTRACT: The present research aims to study, through an integrated model, the role of the different dimensions of relationship marketing and environmental factors in terms of their impact on customer satisfaction and loyalty. The importance of satisfaction, trust and commitment as mediating variables in the relationship marketing process is also addressed. The fieldwork involved 346 customers of Portuguese thermal spas that were selected via a quota sampling procedure. In order to validate the conceptual model and test a number of research hypotheses put forward, structural equation modelling was used.

Key words: Ralationship Marketing, Satisfaction, Commitment, Trust, Loyalty

 

 

Texto completo disponível apenas em PDF.

Full text only available in PDF format.

 

 

REFERÊNCIAS BIBLIOGRÁFICAS

 

ANDERSON, E.; FORNELL, C. e LEHMANN, D. (1994), «Customer Satisfaction, Market Share, and Profitability: Findings from Sweden». Journal of Marketing, vol. 58(3).        [ Links ]

ANDERSON, J. (1995), «Relationship in business markets: exchange episodes, value creation and their empirical assessment». Journal of the Academy of Marketing Science, vol. 23(4).

ANDERSON, J. e NARUS, J.  (1990), «A Model of Distributor Firm and Manufacturer Firm Working Partnerships». Journal of Marketing, vol. 54(1).

ARBUCKLE, J. e WOTHKE, W. (1999), Amos 4.0 User’s Guide. SmallWaters Corporation.

BAGOZZI, R. (1995) «Reflections on relationship marketing in consumer markets». Journal of the Academy of Marketing Science, vol. 23(4).

BARROSO, C. e MARTÍN, E. (1999), Marketing Relacional. Esic Editorial, Madrid.

BERRY, L. (1983), «Relationship Marketing». In L. Berry, G. Shostack e G. Upah (Eds.), Emerging Perspectives on Services Marketing. American Marketing Association, Chicago.

BERRY, L. (1995), «Relationship Marketing of Services - Growing Interest, Emerging Prespectives». Journal of the Academy of Marketing Science, vol. 23(4).

BITNER, M. (1995), «Building Service Relationships: It´s All About Promises». Journal of the Academy of Marketing Science, vol. 23(4).

BRODIE, R.; COVIELLO, N.; BROOKES, R.; LITTLE, V. (1997), «Towards a Paradigm Shift in Marketing? An Examination of Current Marketing Practices». Jounal of Marketing Management, vol. 13.

CHANG, K. e DING, C. (2001), «Is Relationship Marketing Really Helpful to Increase Repeat Purchaise in the Chinese Market?». Journal of International Marketing and Marketing Research, vol. 26(1).

CHURCHILL, G. (1979), «A paradigm for developing better measures of marketing constructs». Journal of Marketing Research, vol. 16(1).

COOPER, C.; FLETCHER, J.; GILBERT, D.; SHEPHERD, R.; WANHILL, S. (1999), Tourism. Principles and Practice. 2ª Edição. Ed. Longman.

CRONIN, J. e TAYLOR, S. (1994), «Servperf versus Servqual: Reconciling performance-based and perceptions-minus-expectations measurement of service quality». Journal of Marketing, vol. 58(1).

DWYER, F.; SCHURR, P.; OH, S. (1987), «Developing Buyer-Seller Relationships». Journal of Marketing, vol. 51.

EVANS, J. e LASKIN, R. (1994), «The Relationship Marketing Process: A Conceptualization and Application». Industrial Marketing Management, vol. 23.

FARHANGMEHR, M. e SIMÕES, C. (1998), «Estudo de factores que contribuem para o desenvolvimento do sector hoteleiro português». Revista Portuguesa de Marketing, Ano 2, no. 6.

FOSTER, B. e CADOGAN, J. (2000), «Relationship selling and customer loyalty: an empirical investigation». Marketing Intelligence & Planning, vol. 18(4).

GARBARINO, E. e JOHNSON, M. (1999), «The different roles of satisfaction, trust, and commitment in customer relationships». Journal of Marketing, vol. 63(2).

GEYSKENS, I.; STEENKAMP, J.; SCHEER, L.; KUMAR, N. (1996), «The effects of trust and interdependence on relationship commitment: a trans-Atlantic study». International Journal of Research in Marketing, vol. 13(4).

GREEN, S.; SALKIND, N.; AKEY, T. (2000), Using SPSS for Windows. Analyzing and understanding data. 2ª Edição. Prentice Hall.

GRONROOS, C. (1990), Service Management and Marketing. Managing the Moments of Truth in Service Competition. Lexington Books y Macmillan Inc.

GRONROOS, C. (1994a), «Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm». Journal of Marketing Management, no. 10.

GRONROOS, C. (1994b), «From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing». Management Decision, vol. 32(2).

GRONROOS, C. (1995), «Relationship Marketing: The Strategy Continuum». Journal of the Academy of Marketing Science, vol. 23(4).

GUMMESSON, E. (1994), «Making Relationship Marketing Operational». International Journal of Service Industry Management, vol. 5(5).

GUMMESSON, E. (1998), «Implementation requires a relationship marketing paradigm». Journal of Academy of Marketing Science, vol. 26(3).

GUMMESSON, E.; LEHTINEN, U.; GRONROOS, C. (1997), «Comment on Nordic perspectives on relationship marketing». European Journal of Marketing, vol. 31(1).

HABER, S. e LERNER, M. (1998), «Correlates of Tourism Satisfaction». Annals of Tourism Research, vol. 26(1).

HAIR, J.; ANDERSON, R.; TATHAN, R.; BLACK, W. (1998), Multivariate Data Analysis. 5.ª Edição. Prentice Hall International, Inc.

HENNIG-THURAU, T.; GWINNER, K.; GREMLER, D. (2002), «Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality». Journal of Service Research, vol. 4(3).

KOZAK, M. e RIMMINGTON, M. (2000), «Tourist Satisfaction with Mallorca, Spain, as an Off-Season Holiday Destination». Journal of Travel Research, vol. 38.

KUMAR, N.; SCHEER, L.; STEENKAMP, J. (1995), «The effects of perceived interdependence on dealer attitudes». Journal of Marketing Research, vol. 32(3).

LAWSON-BODY, A. (2000), Le Commerce Électronique: La Contribution des Caractéristiques des Sites Web sur L´Impact du Marketing Relationnel sur la Fidélité des Clients. UMI Dissertation Services, Université Laval, Québec.

LEHU, J. (2001), O Marketing Interactivo. Livraria Civilização Editora.

MACINTOSH, G. e LOCKSHIN, L. (1997), «Retail relationships and store loyalty: A multi-level perspective». International Journal of Research in Marketing, vol. 14(5).

MANGIN, J.-P. (2003), Las relaciones estructurales latentes en marketing. Conceptos basicos de modelización. College of Applied Arts and Technology, Ottawa, Ontario, Canadá.

MITTAL, B. e LASSAR, W. (1996), «The role of personalization in service encounters». Journal of Retailing, vol. 72(1).

MORGAN, R. e HUNT, S. (1994), «The Commitment-Trust Theory of Relationship Marketing». Journal of Marketing, vol. 58(3).

MURPHY, P.; PRITCHARD, M.; SMITH, B. (2000), «The destination product and its impact on traveller perceptions». Tourism Management, vol. 21(1).

PEARCE, D. (1991), Tourist development. 2.ª Edição. Longman Scientific & Technical, Londres.

PEPPERS, D.; ROGERS, M.; DORF, B. (1999), The One to One Fieldbook. Ed. Doubleday.

RAO, S. e PERRY, C. (2002), «The impact of internet use on inter-firm relationships in service industries in Australia». 31st EMAC Conference, Braga, Portugal.

REIS, J. (2000), O Marketing Personalizado e as Tecnologias de Informação. Edições Centro Atlântico.

RUYTER, K. e BLOEMER, J. (1999), «Customer loyalty in extended service settings. The interaction between satisfaction, value attainment and positive mood». International Journal of Service Industry Management, vol. 10(3).

RUYTER, K.; MOORMAN, L.; LEMMINK, J. (2001), «Antecedents of Commitment and Trust in Customer-Supplier Relationships in High Technology Markets». Industrial Marketing Management, vol. 30.

SHETH, J. e PARVATIYAR, A. (1995), «Relationship Marketing in Consumer Markets: Antecedants and Consequences». Journal of the Academy of Marketing Science, vol. 23(4).

SIGUAW, J.; SIMPSON, P.; BAKER, T. (1998), «Effects of supplier market orientation on distributor market orientation and the channel relationship: The distributor perspective». Journal of Marketing, vol. 62(3).

SMITH, F. (1990), «Creating an Empowering Environment for All Employees». Journal for Quality and Participation, Junho.

STORBACKA, K.; STRANDVIK, T.; GRONROOS, C. (1994), «Managing customer relationships for profit: the dynamics of relationship quality». International Journal of Service Industry Management, vol. 5(5).

TOO, L.; SOUCHON, A.; THIRKELL, P. (2001), «Relationship Marketing and Customer Loyalty in a Retail Setting: A Dyadic Exploration». Journal of Marketing Management, vol. 17.

ZEITHAML, V.; BERRY, L.; PARASURAMAN, A. (1996), «The Behavioral Consequences of Service Quality». Journal of Marketing, vol. 60(2).

 

 

 

*Joaquim Antunes

jantunes@dgest.estv.ipv.pt

Doutorado em Marketing (IBS – ISCTE Business School, Lisboa). Professor Adjunto do Departamento de Gestão da Escola Superior de Tecnologia de Viseu, Portugal.

 

**Paulo Rita

paulo.rita@iscte.pt

Pós-Doutorado em Web Marketing (Univ. do Nevada - Las Vegas, EUA).  Prof. Associado com Agregação em Marketing da IBS – ISCTE Business School, Lisboa, Portugal.  Director do MRC – Management Research Centre.