Made available in DSpace on 2014-12-17T14:52:53Z (GMT). No. of bitstreams: 1 DanielaRC_DISSERT.pdf: 2517545 bytes, checksum: 17f1719a083e48ff59d2eb1a67ae7500 (MD5) Previous issue date: 2010-10-01 / This study presents an investigation of the influence of Corporate Social Responsibility (CSR) in customer s satisfaction and loyalty through a study with car s buyers, besides that, it aims to contribute to conceptual models of satisfaction and loyalty analysis by applying the model of Johnson et al. (2001), adapted for the introduction of variables of CSR and conscious consumption, in a car dealership in Natal / RN. The methodology has a descriptive quantitative approach and for the analysis results were applied statistical methods of simple and multiple linear regression analysis, descriptive analysis and exploratory analysis. The field research provided 90 valid forms. The results show that CSR affects the image of the company studied and is also one of the elements of the compound of satisfaction and loyalty. This study concludes that CSR should be considered in the strategic and marketing actions of firms / O presente estudo apresenta uma investiga??o da influ?ncia da dimens?o Responsabilidade Social Empresarial (RSE) na satisfa??o e fidelidade dos clientes atrav?s de um estudo com compradores de autom?veis, al?m de contribuir para a an?lise de modelos conceituais de satisfa??o e fidelidade do cliente, atrav?s da aplica??o do modelo de Jonhson et al. (2001), adaptado para a introdu??o de vari?veis de RSE e consumo consciente, em uma concession?ria de autom?veis de Natal/RN. A metodologia teve abordagem quantitativo-descritiva e, para a an?lise dos resultados, utilizou m?todos estat?sticos de an?lise de regress?o linear simples e m?ltipla, an?lise descritiva e an?lise explorat?ria. A pesquisa de campo forneceu 90 formul?rios considerados v?lidos. Os resultados demonstram que a Responsabilidade Social Empresarial tem influ?ncia na imagem da empresa pesquisada e tamb?m ? um dos elementos do composto de satisfa??o e fidelidade do cliente. Desta forma, este estudo conclui que a Responsabilidade Social Empresarial deve ser considerada nas a??es estrat?gicas e de marketing das empresas

Made available in DSpace on 2014-12-17T14:52:55Z (GMT). No. of bitstreams: 1 AlmirMF.pdf: 1446391 bytes, checksum: ac03fcfe466a2b7d5ea6310e3d93a872 (MD5) Previous issue date: 2006-05-19 / This Thesis presents a contribution to the study of models of customer satisfaction, analyzing the relationship between construct satisfaction and its antecedents and consequences, carrying through a survey with tourists who live in states of northeast region, had used to travel by bus or their own car and used hotel of Natal in the period from march to june at 2004. The theory research is focused in concepts of customer satisfaction and loyalty, quality management system models and customer satisfaction measurement index models. For the field survey was applied a model with questions based on the norwegian customer satisfaction barometer - NCSB considered for Johnson et al., 2001 with 92 tourists. The results gotten for the multiple regression evidence that tourist satisfaction with respect to the hotel suffer fort influences of six drivers of quality and complaints management. However the factors that influencing tourist loyalty with hotel are affective commitment, satisfaction with the hotel and the complaints management / Esta tese contribui para o estudo de modelos de satisfa??o do cliente, analisando as rela??es envolvendo os construtos Satisfa??o e seus antecedentes e conseq?entes, envolvendo turistas residentes em Estados do Nordeste e que se hospedaram em hot?is de Natal no per?odo de mar?o a junho de 2004, utilizando como meio de transporte o ?nibus ou o carro pr?prio. A pesquisa te?rica ? focada em conceitos de satisfa??o e fidelidade do cliente, modelos de sistemas de gest?o de qualidade e modelos ?ndices de satisfa??o do cliente. Para a pesquisa de campo, foi aplicado um formul?rio com quest?es fechadas, baseadas no Modelo ?ndice de Satisfa??o Noruegu?s NCSB, proposto por Johnson et al., a 92 turistas. Os resultados obtidos pela regress?o m?ltipla evidenciam que a satisfa??o do turista com respeito ao hotel sofre forte influencia de seis Drivers de Qualidade e do Gerenciamento de Reclama??es. As vari?veis que influenciam a Fidelidade do Turista ao Hotel s?o Compromisso Afetivo, Satisfa??o com o Hotel e o Gerenciamento de Reclama??es