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Características dos relacionamentos estabelecidos em diferentes contextos de serviços sob a ótica do consumidor

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  • Souza Neto, Arcanjo Ferreira de
  • Mello, Sérgio Carvalho Benício de

Abstract

Customer relationship programs have been increasingly developed by service providing companies. In the conception of such programs, almost always the companies are the ones to decide with whom they want to relate with, and which characteristics the relationship shall have. Based on a survey and by means of multidimensional scaling, the present study investigates if consumers perceive their relationships with the companies in the same way, even when they provide different kinds of service, and how the services characteristics may be related to the perceptions of relationships attributes. The results identify the way some services may be aggregated according to the characteristics consumers identify in the relationship established between the company and the consumer. Considering that, service companies may try to group their consumersbased not only on their characteristics, but also on the way they understand and/or expect the relationship to be.

Suggested Citation

  • Souza Neto, Arcanjo Ferreira de & Mello, Sérgio Carvalho Benício de, 2009. "Características dos relacionamentos estabelecidos em diferentes contextos de serviços sob a ótica do consumidor," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 49(3), July.
    • Handle: RePEc:fgv:eaerae:v:49:y:2009:i:3:a:36347
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    Cited by:

    1. Gisela Demo & Kesia Rozzett & Natasha Fogaça & Taila Souza, 2018. "Development And Validation of A Customer Relationship Scale For Airline Companies," Brazilian Business Review, Fucape Business School, vol. 15(2), pages 105-119, March.

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