Butikslojalitet är viktigt för butiken då lojala kunder kan gynna dem utifrån marknadsföring och lönsamhetsperspektiv. Säljteknik, i vårt fall reciprocitet, är också viktig för butiken då det är ett sätt att påverka konsumenten i deras köpprocess genom att utföra tjänster eller ge gåvor till konsumenten för att skapa en känsla av att stå i skuld. Syftet med rapporten är att undersöka hur reciprocitet kan användas för att påverka konsumenten till att skifta lojalitet till en annan butik eller förstärka lojaliteten till butiken. För att uppfylla syftet har vi svarat på vår frågeställning. Frågeställningen är hur säljtekniken reciprocitet påverkar konsumenters butikslojalitet när det kommer till köp av kläder. Vi använde oss av en kvalitativ metod, där undersökningen var i intervjuform med sex olika representanter i åldersgruppen 20-30 år. Intervjun utformades i syftet att få reda på hur respondenternas butikslojalitet påverkades av reciprocitet och om lojaliteten kunde förstärkas av reciprocitet. Av vår empiri och teori kunde vi komma fram till slutsatsen att reciprocitet påverkar kunders lojalitet och framförallt principerna om perceptuell kontrast och backa efter avslag. / Store loyalty is important for the stores as they can benefit from the loyal customers when it comes to marketing and profitability. Sales techniques are also important to the store as they are a way of influencing consumers in their buying process by providing services or giving the consumer gifts to create a feeling of guilt. The purpose of the report is to investigate how reciprocity can affect the consumer to switch their loyalty to a different store or enhance the loyalty to the store. To fulfill this purpose, we have answered our question. The question is how the sales technique reciprocity affect the consumers store loyalty when it comes to buying clothes. A qualitative method was used, where the survey consisted in interviews with six different representatives in the age group 20-30 years. The interview was designed to find out how respondents store loyalty was affected by reciprocity and if loyalty could be enhanced by reciprocity. From our empirical and theory, we could conclude that reciprocity affects customer loyalty and especially the principles of perceptual contrast and door in the face.

Doctor of Philosophy / Hospitality Management and Dietetics / Rebecca A. Gould / Chihyung Ok / The Internet has been one of the primary channels for acquiring information during pre-purchase and actual purchase stages characterized by easy entry and low supplier power. Internet travel businesses find it harder to retain customers, and customer defection to better alternatives is inevitable. Travel website developers and/or managers face problems that make it necessary to understand and identify what makes their customers continue to use websites without switching. To date, much attention has gone to identifying what affects website users’ behavioral intentions. Limited research, however, has been published on the experiential value of using travel websites and what influences travelers to switch to other travel websites, a context that requires more information. The purpose of this study was to explore and test travelers’ loyalty empirically, along with determinants like the value of travel websites and website switching drivers. In particular, Study 1 proposed a theoretical model identifying the effects of a website’s experiential value on satisfaction, and, in turn, attitudinal loyalty and behavioral loyalty. Study 2 aimed to examine website switching factors (i.e., switching costs, attractiveness of alternatives, and perceived network externality) on the relationship between satisfaction and loyalty. Along with the purpose and objectives of the study, 14 hypotheses were proposed based on the literature review. Data were collected from 384 travel website users in the United States who are 18 years or older and have used travel websites within the last three months. The proposed relationships were examined using structural equation modeling and hierarchical multiple regression analysis. Results showed that customer return on investment, service excellence, and aesthetics were directly associated with satisfaction; satisfaction was directly related to attitudinal loyalty and behavioral loyalty; attitudinal loyalty showed a positive influence on behavioral loyalty; and attitudinal loyalty partially mediated the relationship of satisfaction with behavioral loyalty. Further, the results of this study revealed that switching costs, attractiveness of alternatives, and perceived network externality were significantly and positively associated with loyalty, but their interaction effects with satisfaction on loyalty were not significant. The findings should add to the understanding of travelers’ value perception of travel websites and website switching behaviors. In addition to its contribution to the literature, online travel and tourism businesses or organizations benefit from suggestions of practical applications for retaining customers.

Que se passe-t-il si une preuve pénale a été recueillie en violation de la loi ou sans respecter les règles de procédure et les principes généraux? Est-il possible ou interdit d'utiliser cette preuve en justice ? Voici une question délicate et compliquée qui a déjà fait couler beaucoup d'encre. La preuve illégale, qui a fait l’objet d’innombrables débats, demeure à ce jour discutable et n’est pas encore tranchée. L’action pénale ou publique vise à élucider la vérité. Pour ce faire, il est nécessaire d’avoir une preuve confirmant la commission de l’infraction et son attribution à son auteur. La recherche de la preuve pénale est assujettie au principe de la liberté de la preuve. Toutefois,la liberté de la preuve et la recherche de la preuve pénale n’est pas une liberté absolue et illimitée, car il est indispensable de concilier l’intérêt de la société pour l’élucidation de l’infraction et son auteur afin d’aboutir à la vérité,d’une part, pour mettre en oeuvre le droit de l’État de recourir à la peine.D’autre part, il est interdit la mise à profit des moyens de preuve qui constituent une atteinte à la liberté des individus et à leur sécurité corporelle sous couvert de la liberté de preuve. A cet effet, la théorie de la légalité de la preuve pénale a vu le jour car l’élucidation de la vérité ne peut avoir lieu par l’utilisation d’un moyen illégal dans un État de droit. Le principe de la légalité de la preuve pénale est, en fait, un principe négligé dans la loi (le droit). De plus, des doutes sont émis à propos de son existence réelle dans le système juridique. La présente étude ambitionne d’affirmer et de confirmer l’existence du principe de légalité de la preuve pénale en droit libanais et français à travers la définition d’un concept précis et stable du principe de légalité de la preuve pénale et l’étude de sa relation avec le principe de loyauté de la preuve pénale et la mise en exergue des différents aspects caractérisant le principe de légalité de la preuve, le principe de loyauté de la preuve et le degré de leur corrélation ; d’où la nécessité de distinguer la preuve illégale moyennant la définition d’un concept précis de la preuve illégale dans la preuve pénale, en recouvrant toutes les violations des règles substantielles,des règles procédurales et tous les moyens de preuve illégaux. Après la définition du principe de légalité de la preuve pénale et la notion de la preuve illégale, nous passons dans la présente étude à la recherche de l’exécution ou l’application pratique du principe de légalité de la preuve pénale au Liban et en France. Partant de ce principe, nous avons tenté d’apporter une contribution rigoureuse à la confirmation de l’existence du principe de légalité de la preuve pénale, ainsi que la démonstration de sa valeur légale en droit libanais et français. Par la suite, nous avons étudié le sort de cette preuve illégale et l’évaluation des systèmes de nullité adoptés au Liban et en France, le degré de leur efficacité et la mise en oeuvre effective du principe de légalité de la preuve pour répondre à la problématique principale de cette étude, c’est-à-dire que le principe de légalité de la preuve pénale correspond à un vif besoin qui impose un appui législatif au Liban et en France afin de consacrer la mise en oeuvre effective de ce principe. La consécration législative du principe de légalité de la preuve pénale avec une sanction procédurale innovante constitue le seul moyen de vaincre la position de la jurisprudence, laquelle s’efforce d’affaiblir le principe de légalité de la preuve pénale et de marginaliser ce principe. D’où la nécessité urgente et indispensable d’innover une nouvelle technique et des outils juridiques qui permettent d’exclure la preuve illégale. / What happens if a criminal evidence has been obtained in violation of law orwith disregard for the procedural rules and the general principles? Is itpossible or forbidden to use such an evidence in court? This constitutes,indeed, a complicated and a tricky question that has already been widelydiscussed. The illegal evidence, which was subject to many debates, remainsstill questionable and not yet solved. The criminal or public action aims atclarifying the truth. Therefore, it is necessary to have an evidence to confirmthe commission of offence and its imputation to its perpetrator. The searchfor criminal evidence is subject to the principle of freedom of evidence. Yet,the freedom of evidence and the search for the criminal evidence is not anabsolute and unrestricted freedom, for it is vital to reconcile the society’sinterest in order to clear the offence and its perpetrator to reach the truth, inthe one hand, and to implement the right of the State to resort to punishment.Besides, it is prohibited to put to use the forms of evidence which representan infringement of freedom of individuals and their personal safety under thefreedom of proof. To that end, the theory of legality of criminal evidence sawthe light of the day since the clarification of the truth cannot happen throughthe use of an illegal means in a State of law.The principle of legality of criminal evidence is, basically, a principleneglected in the law. Moreover, there are some doubts as far as its realexistence in the legal system is concerned. This very study is aimed forasserting and confirming that the principle of legality of criminal evidenceexists, indeed, both in the Lebanese and French laws through the definitionof a specific and stable concept of the principle of legality of criminalevidence, the study of its relationship with the principle of loyalty of criminalevidence in addition to the emphasis on the various aspects characterizingthe principle of legality of evidence, the principle of loyalty of evidence andthe level of their interrelationship ; hence the need for distinguishing illegalevidence via the definition of a specific concept of illegal evidence in thecriminal evidence, by covering the whole violations of substantive rules,procedural rules as well as all forms of illegal evidence. After the definition ofthe principle of legality of criminal evidence and the concept of illegalevidence, we move on, in this study, to the search for the implementation orthe practical application of the principle of legality of criminal evidence inLebanon and France. Based on this principle, we have tried to bring a strictcontribution to the confirmation that the principle of legality of criminalevidence exists indeed, besides, we have proved its legal value in theLebanese and French laws. Afterwards, we have examined the destiny ofthis illegal evidence and the assessment of systems of invalidity adopted inLebanon and France, the level of their efficiency and the effectiveimplementation of the principle of legality of evidence so as to answer themain issue of this study, otherwise said the principle of legality of criminalevidence meets a vital need that requires a legislative support in Lebanonand France in a bid to devote the effective implementation of this principle.The legislative recognition of the principle of legality of criminal evidence withan innovative procedural sanction is the only means for convincing thestance of jurisprudence, which strives for weakening the principle of criminalevidence and for marginalizing it. Thus, there is an urgent and vital need forinnovating a new technique and legal tools likely to exclude illegal evidence.

Background: In the advent of multi-sided platforms defying traditional business models, sustaining long-term scale and success of platforms remains a great challenge to date. At the same time, customer engagement prevails as a superior factor enhancing customer loyalty in the current relationship marketing theory. Hence, utilizing customer engagement as a social tool to attract and sustain users could pose an appropriate answer for the struggles of platform businesses. Purpose: The purpose of this study is to validate context-specific relationships of customer engagement within a nomological network for multi-sided platform settings. By doing so, we particularly want to investigate context- specific antecedents in MSP settings leading to customer engagement and subsequently test its potential outcome of the continued use of the platform. Approach: By employing the pioneering example of Korea’s ubiquitous multi-sided platform KakaoTalk, we constructed a context-specific nomological network around customer engagement based on the platform’s perceived functionalities and characteristics. Applying structural equation modeling, we investigated our theorized path relationships between the major constructs of our research model. Findings: Our results suggested that the theorized context-specific nomological network around customer engagement can be validated in multi-sided platform settings. Hereby, customer engagement functioned as a strong predictor of user loyalty without being influenced by other relational constructs represented by relationship commitments. Additionally, a platform’s utility and especially its social experience embodied substantial factors that initially lead to customer engagement in the first place. Conclusion: Implications for this study contribute to both practitioners and scholars. While platform managers are guided with practical ideas to exploit customer engagement, the general literature of customer engagement is supported with a contextual study validating the applicability of the nomological network around customer engagement in the setting of multi- sided platforms.

Abstract Background Since the emergence of digital banking, the financial sector has experienced a significant transformation in both how business is conducted and how services are provided to customers. Previous literature has examined how new technologies and the digitalization of banks' customer service affect customer loyalty. Although, since virtual agents acting as service providers in the banking sector is a relatively new phenomenon, there is limited research concerning the implications it will have on the bank-customer relationship. Hence, the novelty and relevance of the topic makes it interesting for further research.    Purpose Through the identified underlying factors affecting customer loyalty, the purpose of this study is to examine how customer loyalty will be affected by the implementation of virtual agents as service providers in major Swedish banks.   Method This is a qualitative study, and the empirical data were collected from semi-structured in-depth interviews with bankers at four major Swedish banks, as well as with ten highly-educated customers who are frequent users of bank services.   Findings The findings showed that virtual agents must affect customer service to a large extent to have a profound impact on customer loyalty. Virtual agents will be able to replace human bankers regarding simpler inquiries satisfyingly. On the other hand, the demand for personal interactions regarding more complex matters is found to be important.

Background Influencer marketing has evolved from traditional marketing strategies such as print ads, celebrity endorsement, and digital marketing. Influencer marketing is in comparison to the previously used strategies a new phenomenon that had its major increase during 2016. An influencer is regarded as a person who has built up a lot of followers on a social media platform such as Instagram, and companies are today widely using these people as a marketing tool to reach out to their target audience in an effective way. Because of this increase in popularity and usage, the authors have investigated how millennial attitudes are affected by these promotional messages, as they are an influential group present online. This to get a better understanding of what is needed to be taken into consideration before starting a collaboration between a business and an influencer. After its rise in 2016, a new marketing regulation was introduced to make consumers aware of the content on social media that is regarded as paid partnership, which has changed how people perceive influencer marketing.  Purpose The purpose of this thesis is to investigate; what reasons affect Swedish millennials’ attitudes by influencer marketing on Instagram and blogs. Method To meet the purpose of the thesis, focus groups were conducted with participants from Jönköping University, belonging to the millennial generation. The data collected was analyzed using categorical indexing, to identify patterns and repeating topics that became apparent during transcription. This research used a deductive approach as it explores and adds on existing literature and an abductive approach during analysis.  Conclusion The overall findings of this research indicate that millennials attitudes are affected by influencer marketing due to several reasons such as the alignment of promotions presented by an influencer, the degree of credibility and trustworthiness of the messages, as well as, an influencer’s change in style.

Nowadays with the development of Internet, there is a shift from offline to online travel agencies. Challenges like customer loyalty go hand in hand with advantages such as fast speed and convenience. This paper aims to identify what are the determining factors that have an impact on customer loyalty to online travel agencies through an empirical study of Expedia, an online travel booking platform. According to the research of previous literature, this paper proposes seven factors that have an influence on customer loyalty in the environment of online travel agencies. Then a new framework is outlined and seven hypotheses are generated to address the research questions that are put forward. This study adopts an online questionnaire, a quantitative strategy, as the method to collect data. After analysis, the results support five outlined hypotheses and two are not supported. Finally, the findings will provide some managerial implications to improve the customer loyalty to Expedia and also be helpful for the whole online travel agency market.

Made available in DSpace on 2016-12-01T19:11:34Z (GMT). No. of bitstreams: 1 121183.pdf: 12047470 bytes, checksum: b41bebcaa0ab604e571b9f1e5c4eccad (MD5) Previous issue date: 2014-11-27 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / O turismo ganha importância no cenário mundial, pois além de ser uma atividade limpa, traz benefícios econômicos e sociais para as localidades em que é desenvolvido. Nesse contexto os destinos passaram a competir pelos turistas e o marketing ganhou papel estratégico. O branding trabalhado através da marca-destino passou a ter destaque na gestão dos destinos turísticos. A imagem do destino, que compõe a marca-destino, tornou-se fundamental na atração dos turistas. Assim, analisar a influencia da imagem de um destino no grau de satisfação e na lealdade do turista também passou a ser alvo frequente de estudos, tendo em vista que a confirmação desse impacto fortaleceria a importância do desenvolvimento de marcadestino. Entretanto, em estudos já realizados, o teste desse modelo apresentou divergências. Diante desse fato, essa pesquisa teve como objetivos principais analisar a influência da imagem da marca-destino de Florianópolis na satisfação e na lealdade do turista, identificando o perfil do turista que visita a cidade e consequentemente verificando a imagem, satisfação e lealdade em sua percepção. Florianópolis, cidade do sul do país foi escolhida como objeto de estudo em virtude de seu reconhecimento turístico nacional. Adotou-se na pesquisa que o constructo imagem seria formada a partir da percepção dos atributos com o destino e da percepção global do turista, a satisfação a partir dos atributos e da satisfação global (afetiva, geral, padrão, valor, expectativa) e a lealdade pelas intenções de retorno e de recomendação. A pesquisa foi classificada como quali-quantitativa, de natureza exploratória e descritiva conclusiva. A primeira parte consistiu na entrevista com seis especialistas na área do turismo e serviu de subsídio para a fase posterior. A fase quantitativa versou na realização de questionário com 513 turistas que visitaram a cidade no feriado de carnaval de 2014, amostra não probabilística por conveniência. Os questionários eram auto aplicáveis com perguntas abertas, escala likert e de múltipla escolha e foram aplicados na rodoviária e aeroporto da cidade. Para análise dos dados utilizou-se a análise de conteúdo quantitativa, a analise estatística univariada e a multivariada (SEM PLS). Como resultado obteve-se que a imagem da cidade de Florianópolis é positiva e representada na percepção dos turistas principalmente a partir de associações cognitivas envolvendo os aspectos e belezas naturais da cidade. As palavras que mais apareceram associando-se a Florianópolis foram: ¿praias¿ e ¿beleza natural¿. Percebeu-se que a imagem da cidade pode ser melhor trabalhada na ótica do branding, vinculando Florianópolis a características exclusivas do destino, trazendo vantagem competitiva, como sugestão as suas características culturais marcantes que foram pouco relacionadas pelos turistas. Com relação à satisfação observou-se que os turistas estavam bastante satisfeitos com alguns atributos, entre eles: atrativos naturais e entretenimento e menos com outros, como transporte público e turístico, aspectos esses que merecem atenção da gestão. Já com relação à satisfação global os turistas demonstram-se muito satisfeitos. Quanto à lealdade os turistas apresentaram alto grau de intenção de retornar e recomendar o destino. Por fim, a análise do modelo imagem-> satisfação-> lealdade, através da SEM-PLS, concluiu que a Imagem do destino exerce influencia positiva na satisfação e na lealdade, apresentando alto grau de correlação. A correlação entre imagem e lealdade não pode ser confirmada, sendo a satisfação mediadora entre esses dois elementos. Mas estudos são necessários para validar esses dados.

A retenção de clientes é um imperativo para a competitividade das organizações, com reflexos importantes na sua participação de mercado, lucratividade e rentabilidade. Muito embora estudos, tanto teóricos quanto empíricos, relacionados aos determinantes da retenção de clientes e seu impacto no desempenho das empresas venham sendo realizados há pelo menos três décadas, os construtos utilizados na elaboração dos modelos teóricos utilizados sofreram relativamente poucas alterações ao longo deste período. Neste sentido, foi desenvolvido e testado um modelo teórico original, que contempla os construtos Proposição de Valor, Recursos Operados, Recursos Operantes, Facilitação de Valor, Cocriação de Valor e Valor de Uso como determinantes da Retenção de Clientes. O estudo foi conduzido por meio de uma pesquisa quantitativa, mais especificamente com a realização de uma survey, realizada junto a uma amostra de 273 clientes de uma instituição financeira (banco de varejo). A análise dos resultados foi realizada com base na estatística multivariada, utilizando-se a Modelagem de Equações Estruturais para analisar e compreender os elementos e relações que compõem o Modelo Teórico proposto. Os resultados apontaram que o Modelo Teórico proposto apresentou índices de ajuste satisfatórios. A contribuição de maior destaque é a validação das relações entre os construtos testados, evidenciando que a proposição de valor influencia significativa e positivamente os recursos operados e operantes; os recursos operados influenciam significativa e positivamente a facilitação de valor; os recursos operantes influenciam significativa e positivamente a cocriação de valor; a proposição de valor influencia significativa e positivamente a facilitação de valor e a cocriação de valor; a facilitação e a cocriação de valor influenciam significativa e positivamente o valor de uso; e o valor de uso influencia significativa e positivamente a retenção de clientes no contexto de um banco de varejo. Adicionalmente, foi constatado que o tipo de cliente (cliente de um único banco ou de múltiplos bancos), modera positivamente a relação entre a proposição de valor e os recursos operados. Dessa forma, o estudo contribui para a evolução da compreensão dos conceitos testados, ampliando o entendimento de cada construto individual e fornecendo evidências empíricas de sua relação como determinantes da retenção de clientes. / Submitted by Ana Guimarães Pereira (agpereir@ucs.br) on 2016-05-11T16:50:42Z No. of bitstreams: 1 Tese Giancarlo Dal Bó.pdf: 2020544 bytes, checksum: 3f18b0c1740def6f5a441036d7c1cff3 (MD5) / Made available in DSpace on 2016-05-11T16:50:42Z (GMT). No. of bitstreams: 1 Tese Giancarlo Dal Bó.pdf: 2020544 bytes, checksum: 3f18b0c1740def6f5a441036d7c1cff3 (MD5) Previous issue date: 2016-05-11 / Customer retention is an imperative for competitiveness of organizations, with important effects on market share, profitability and profitability. Although studies, both theoretical and empirical, related to the determinants of customer retention and its impact on business performance will be carried out for at least three decades, the constructs used in the preparation of the theoretical models used have undergone relatively little change over this period. In this sense, it was developed and tested an original theoretical model, which includes the constructs Value Proposition, Operated Resources, Operants Resources, Value Facilitation Co-creation of Value and Use Value as determinants of Customer Retention. The study was conducted through a quantitative research, specifically with the completion of a survey, carried out among a sample of 273 customers of a financial institution (retail banking). The analysis was based on multivariate statistics, using structural equation modeling to analyze and understand the elements and relationships that make up the proposed theoretical model. The results showed that the proposed Theoretical Model presented satisfactory fit indexes, considering its originality. The most prominent contribution is the validation of significant and positive relationships between the constructs tested, showing that value proposition influences significant and positively operand and operant resources; operand resources influence significant and positively value facilitation; operant resources influence significant and positively the value co-creation; value proposition influences significant and positively the value facilitation and value co-creation; value facilitation and value co-creation influence significant and positively the value-in-use; and the value-in-use influences significant and positively the customer retention in the context of a retail bank. Furthermore, this study shows that the client profile positively moderates the relationship bertween value proposition and operand resources. Thus, the study contributes to the evolution of the understanding of the concepts tested, increasing the understanding of each individual construct and providing empirical evidence of their relationship as determinants of customer retention.

O ambiente das operações de serviços lança desafios às organizações e a seus gestores, principalmente por envolverem o cliente no ato de consumo do serviço. Os efeitos da tecnologia e da globalização torna esta situação ainda mais desafiadora. Somado a isto, a importância de prestar serviços que vão ao encontro daquilo que o mercado deseja, como forma de fidelizar clientes num mercado cada vez mais exigente. Evidências de estudos apontam para a estratégia da lealdade como uma maneira de formar uma base de clientes sustentável, proporcionando lucros crescentes ao longo do tempo. Neste contexto, este estudo foi desenvolvido com o objetivo de verificar a interferência da qualidade percebida dos serviços, da linha de frente e retaguarda, na lealdade dos clientes pessoa jurídica (PJ) num Banco. O estudo é composto por duas etapas, uma qualitativa exploratória e outra quantitativa descritiva. A etapa qualitativa, através de entrevistas semiestruturadas em profundidade teve como propósito coletar percepções de gestores e clientes do Banco que ambientou a pesquisa, que proporcionassem subsídios para o aprimoramento do instrumento de coleta aplicado na etapa quantitativa. Através de uma survey, foi aplicado um questionário com 48 questões cuja escala de qualidade de serviços SERVPERF e a escala de lealdade de Santos (2001) tiveram adicionadas 20 questões oriundas das entrevistas da etapa qualitativa. Como resultados, a etapa qualitativa contribui com uma proposta de escala adaptada para o contexto atual do setor bancário clientes PJ. Na etapa quantitativa, os fatores empatia, segurança e resposta formaram um modelo que representa 62% de poder de explicação do comportamento de lealdade dos 129 clientes que compuseram amostra. A ANOVA – Análise da Variância foi realizada para a comparação entre as médias de avaliação da qualidade e lealdade entre diferentes grupos de clientes. Os resultados permitem concluir que as respectivas médias de avaliação são mais elevadas para clientes com maior grau de relacionamento com o Banco, apresentando maiores níveis de significância para clientes que operam com crédito e clientes que afirmaram que o Banco é sua principal instituição financeira em volume de negócios. Ao final, são destacadas algumas implicações teóricas e gerenciais do trabalho, assim como limitações da pesquisa e sugestões para estudos futuros. / Submitted by Ana Guimarães Pereira (agpereir@ucs.br) on 2016-05-11T18:07:39Z No. of bitstreams: 1 Dissertacao Marcio Vanderlei Saueressig.pdf: 1034254 bytes, checksum: 880e68b3f64769e7e56b7b385440b125 (MD5) / Made available in DSpace on 2016-05-11T18:07:39Z (GMT). No. of bitstreams: 1 Dissertacao Marcio Vanderlei Saueressig.pdf: 1034254 bytes, checksum: 880e68b3f64769e7e56b7b385440b125 (MD5) Previous issue date: 2016-05-11 / The environment of services operations poses challenges to organizations and their managers, mainly because they involve the customer in the acts of consumer service. The effects of technology and globalization, makes the situation even more challenging. Added to this, the importance of providing services that meet what the market wants, in order to retain customers in an increasingly demanding market. Studies evidences point to a strategy of loyalty as a way to form a sustainable customer base, providing increased profits over time. In this context, this study was conducted in order to verify the interference of the perceived quality of services, the front and back office, at the loyalty of corporate customers in a Bank. The study consists of two phases, an exploratory qualitative and other quantitative descriptive. The qualitative stage, through semi-structured and in-depth interviews aimed to collect perceptions of managers and customers of the Bank who was the environment of the research. That would provide subsidies for the improvement of the collection instrument applied to the quantitative stage. Through a survey, a questionnaire was administered to 48 questions whose range of quality services SERVPERF and the scale of loyalty to Santos (2001) had added 20 questions derived from interviews of qualitative stage. As a result, qualitative stage contributes a proposal to scale adapted to the current context of the banking industry corporate customers. In the quantitative stage, the empathy factor, security and response formed a model that represents 62% of explanatory power of the loyalty behavior of 129 customers that composed the sample. ANOVA – Analysis of Variances was performed to compare the means of assessing the quality and loyalty among different customer groups. The results show that the respective means of evaluation are higher for customers with a higher level of relationship with the Bank, with higher significance levels for customers that operate with credit and customers who said that the Bank is a leading financial institution in volume Business. Lastly, the paper highlighted some theoretical and managerial implications of the work, as well as limitations of the research and suggestions for future studies.