The rapid and continuous deterioration of the Niger Delta Region of Nigeria in the last four decades has been a major source of concern for the government and practitioners. Hence, the region has been the subject of continuous conflicts and violence between the host communities and the oil producing companies. Despite the effort of the government and practitioners, none have looked at the relationship elements and/or the quality of relationship between these two key stakeholders within the context of the Nigeria oil and gas industry. This research study makes a new contribution to the field of relationship marketing in the area of relationship quality by providing a detailed understanding of relationship elements, and determinants and dimensions of relationship quality. The research study focuses on the oil producing company to host community relationship in the Niger delta region of Nigeria, which was investigated in detail. A qualitative approach was adopted as it is considered appropriate for the research focus, which was to investigate and assess the understanding of different community actors in respect to the quality of relationship between the oil producing companies and host communities in the Niger delta region of Nigeria. In addition, explore how these actors described both the relationship elements and relationship quality constructs, and related this to their understanding of the relationship between the oil producing company and host community. Semi-structured interviews, as the primary method of data collection were conducted with different community actors. The literature review, as the secondary method of data collection were primarily used as a tool to double check and validate the interview findings. Sixteen community actors provided their views and opinions of the relationship between the oil producing companies with the host communities in the region. This research study extended the application of relationship quality frameworks that were conducted in a developed economic environment such as the United Kingdom and United States of America to a developing economic environment such as Nigeria through the replication of these frameworks and re-testing their constructs and propositions in order to develop a detailed and comprehensive framework of relationship quality in the context of a business-to-community (B2Com) relationship in a unique commercial context. In addition, this research study uncovered the importance of mutual goal and culture of the community people in addition to pre-identified constructs (i.e. mutual benefit, communication, control mutuality) as the key determinants of relationship quality for the oil producing company when engaging the host community in the relationship building process. This research study also explored the research on dimensions of relationship quality subjecting its main constructs (i.e. trust, satisfaction and commitment) to a rigorous qualitative test. Doing this, the finding further emphasised some consensus between these dimensions of relationship quality. In addition, the developed framework highlighted the importance of including the relationship elements (i.e. actor bonds, resource ties and activity links) when assessing the quality of the relationship between business and its community. In conclusion, this research document recommendations (such as, the local community forming a complete and harmonious whole when relating with external bodies, the need for international oil and gas companies in Nigeria to gain adequate and appropriate insight and understanding into the role(s) played by each of the actors within the Niger Delta community, and the importance of oil and gas practitioners developing and maintaining a mutually beneficial relationship in the region) for various stakeholders within the NOGI.

Made available in DSpace on 2015-12-03T18:33:06Z (GMT). No. of bitstreams: 1 Ana_Carolina_Maciel_da_Silva.pdf: 829263 bytes, checksum: 58963f95a2c82d97cdac42c176bd8fad (MD5) Previous issue date: 2005-03-29 / Customer orientation is known to be the key concept of marketing practices since the 1950's. The concept stated that the most important stakeholder of an organization would be the client, whose satisfaction should always be at the top of the organization's agenda. After 40 years, customer orientation is still the cornerstone of modern marketing, but satisfying a customer means more than attending needs; it means delivering value to customers in a continuous manner. The entire organization should be involved and engaged in the effort to develop this process by improving the day-to-day activities toward the client. In order to have the necessary commitment of the employees for a successful implementation of this concept, literature states that customer-oriented practices should be tied to corporate culture. This study deals with the first step for identifying cultural values that can contribute for an effective customer orientation and proposes to (1) explore the marketing concept, identifying the typical customer oriented behaviors and practices, (2) search for the cultural values and beliefs that support customer orientation and (3) develop an instrument to measure the cultural values and customer orientation constructs. Bibliographic researches along with qualitative research and scale analysis developed in previous studies have been used to develop this instrument. Once built, the instrument was also improved and validated through a field research with 250 managers and a statistical analysis of the collected data. The final result was an instrument composed of 3 factors and 22 statements to measure cultural values construct and 4 factors and 33 statements to measure customer orientation construct. This study brings methodological and practical contributions, and still provides a base for future researches that have the objective of testing the existing theoretical relation between cultural values and customer orientation constructs. / A orienta????o ao cliente ?? o princ??pio fundamental do conceito de marketing, originado nos anos 50. Tal conceito defendia que dentre todos os stakeholders de uma organiza????o, o cliente deveria estar em primeiro lugar. E uma organiza????o deveria existir para criar clientes satisfeitos. Decorridos mais de 40 anos desde sua origem, pode-se dizer que essa t??nica ainda permanece no conceito de marketing moderno. Entretanto, o novo conceito de marketing defende que satisfazer um cliente passa necessariamente pelo processo cont??nuo de entrega de valor a ele. Essa n??o ?? uma miss??o apenas da ??rea de marketing, mas sim de toda a organiza????o. As pessoas precisam estar comprometidas em satisfazer o cliente, incorporar essa cren??a em seu dia-a-dia. ?? por essa raz??o que a literatura sugere que a orienta????o ao cliente deve tamb??m estar associada a um conjunto de cren??as e valores culturais compartilhados que viabilizem sua implementa????o. Este trabalho trata do primeiro passo para a identifica????o de valores culturais que possam contribuir para uma efetiva orienta????o ao cliente, desde que, a partir da teoria e pr??tica, prop??e-se a (1) explorar o conceito de marketing, identificando os comportamentos organizacionais t??picos de uma orienta????o ao cliente, (2) pesquisar os valores e cren??as culturais que suportam a orienta????o ao cliente e (3) desenvolver um instrumento para medir os construtos valores culturais e orienta????o ao cliente. A metodologia utilizada para o desenvolvimento deste instrumento inicial contemplou uma pesquisa bibliogr??fica, pesquisa qualitativa e an??lise de escalas desenvolvidas em estudos anteriores. Uma vez constru??do, o instrumento foi aprimorado e validado atrav??s de uma pesquisa de campo junto a 250 gestores. Os dados coletados foram estatisticamente analisados e obteve-se como resultado um instrumento final composto por 3 fatores e 22 assertivas para medir o construto valores culturais e 4 fatores e 33 assertivas para medir o construto orienta????o ao cliente. O trabalho traz contribui????es metodol??gicas, pr??ticas e ainda fornece uma base para pesquisas futuras que busquem testar a rela????o te??rica entre os construtos valores culturais e orienta????o ao cliente.

O marketing de relacionamento contribui para a sobrevivência das empresas e para o sucesso dos negócios. Sua meta é desenvolver relacionamentos profundos, duradouros e mutuamente satisfatórios entre fornecedores e clientes. O marketing de relacionamento está associado a uma perspectiva estratégica, de posicionamento da empresa e da necessidade de a empresa se relacionar com outras organizações. Neste estudo são pesquisadas as trocas relacionais que ocorrem entre o distribuidor e o varejista, isto é, entre aquele que oferece vários produtos e serviços e aquele que vende esses produtos e serviços para o consumidor final. O assunto deste estudo trata do relacionamento entre a farmácia e a drogaria, situadas na Grande São Paulo, e o seu distribuidor principal de remédios. Comprometimento e confiança são conceitos importantes neste relacionamento, além de exercerem uma posição mediadora em um conjunto de variáveis existentes no relacionamento. Foi aplicado o modelo da teoria do comprometimento-confiança do marketing de relacionamento (Key mediating variable) de Morgan e Hunt (1994), com a inclusão do constructo poder. Inicialmente, foi realizada uma pesquisa qualitativa, que contribuiu para um maior conhecimento do contexto farmacêutico e uma segunda pesquisa qualitativa para a avaliação dos constructos e seus indicadores. Em seguida foi realizada uma pesquisa quantitativa, que consistiu de entrevistas pessoais com os responsáveis pelas compras de medicamentos das farmácias e drogarias, para a obtenção de dados com o fim de se aplicar o modelo teórico no contexto farmacêutico. A principal técnica estatística utilizada foi a modelagem de equações estruturais com o software SmartPLS. Os resultados indicam que o constructo poder pode fazer parte do modelo, além de confirmarem que confiança e comprometimento são conceitos mediadores do relacionamento. Entre várias descobertas interessantes, foram constatadas: a necessidade de maior comunicação e cooperação entre as partes envolvidas; a relação inversa entre grau de comprometimento e propensão para deixar o relacionamento; a relação direta entre confiança e cooperação e entre confiança e comprometimento entre as partes envolvidas. O modelo utilizado deve ser testado em pesquisas futuras com um maior enriquecimento dos constructos utilizados, tanto no contexto farmacêutico em outras localidades, como em outros setores de atividade em que seja pertinente a análise das ações do marketing de relacionamento. Os profissionais de marketing podem avaliar o relacionamento com seus parceiros de negócios com a aplicação do modelo estudado e identificar orientações estratégicas para o fortalecimento deste relacionamento. / The relationship marketing contributes for the survival of companies and for the business success. Its goal is to develop deep, lasting and mutually satisfactory relationships between suppliers and customers. The relationship marketing is associated with a strategic perspective, with the company positioning and with the necessity of relationship of the company with the others organizations. In this study relational exchanges between the distributor and retailer are investigated, that is, between who offers various products and services and who sells these products and services to the final consumers. The subject of this study deals with the relationship between the pharmacy and drugstore, located in the Great São Paulo, and their main distributor of medicines. Commitment and trust are important concepts in this relationship, and play a mediator position within a set of existing variables in the relationship. The model of the commitment-trust theory of relationship marketing (Key mediating variable) of Morgan and Hunt (1994) was applied, with the inclusion of the construct power. Initially it was carried out a qualitative research, which contributed to a greater knowledge of the pharmaceutical context and a second qualitative research to assess the constructs and their indicators. Next, it was carried out a quantitative research, which consisted of personal interviews with those responsible for purchasing the medicines to the pharmacies and drugstores, to obtain data in order to apply the theoretical model in the pharmaceutical context. The main statistical technique used was structural equation modeling with the software SmartPLS. The results indicate that the construct power can be part of the model, and confirm that trust and commitment are mediators constructs of the relationship. Among several interesting findings were noted: the need for greater communication and cooperation between the parties, the inverse relation between the degree of commitment and the propensity to leave the relationship, the relation between trust and cooperation and between trust and commitment between the involved parties. The model should be tested in future research with a greater enrichment of the constructs used, both in the pharmaceutical context in other localities, as in other sectors of activity that is relevant to the analysis of relationship marketing actions. Marketing professionals can assess the relationship with theirs business partners with the application of the studied model and identify strategic guidelines for the strengthening of this relationship.

O marketing relacional tem se apresentado como uma alternativa muito promissora para empresas de diversos setores, pois desenvolve chances maiores de fidelização de clientes e promove a competitividade das organizações envolvidas. Apesar dessas vantagens, a maioria dos estudos encontrados sobre o tema, principalmente no setor do agronegócio e para mercados B2B, não se aprofundou na parte operacional de um relacionamento: as práticas e atividades. Com o intuito de explorar essa lacuna na literatura, o trabalho teve como objetivo identificar as práticas mais utilizadas pelos fornecedores e mais valorizadas pelos distribuidores de defensivos agrícolas em seus relacionamentos. Foi realizada uma pesquisa quantitativa por meio da aplicação de questionários com canais de distribuição de defensivos agrícolas. Esses questionários continham diversas práticas de relacionamento identificadas na literatura, variáveis de satisfação e caracterização das revendas. As práticas mais utilizadas e mais bem avaliadas são provenientes dos fatores comunicação, especificação dos papéis e motivação dos funcionários; por outro lado, as que apresentaram baixas taxas de utilização e de valorização foram a de laços, monitoramento e planejamento. A satisfação com os relacionamentos na amostra é afetada positivamente pelos fatores alinhamento, comunicação, especificação dos papéis e monitoramento. Também foram encontradas outras correlações com a satisfação e o tempo de duração do relacionamento. Concluiu-se que os relacionamentos nesse setor ainda são muito focados e concentrados nas vendas, mediante práticas e programas que estimulam resultados de vendas para os agricultores. Basicamente, dois grupos de práticas foram identificados: um em que as práticas são bastante usadas e valorizadas e, trazem satisfação; e as que não são tão usadas e valorizadas, porém aumentam o grau de fidelidade dos distribuidores e são fontes de poder e controle do fabricante. / Relational marketing has emerged as a very interesting alternative for companies from various industries because as it is more likely to develop customer loyalty and promote the competitiveness of the organizations involved. Nevertheless, most studies found on the subject, particularly in agribusiness and the B2B markets have not deepened on the operationalization of relationships: activities and practices. In order to exploit this gap in the literature, the study aimed to identify practices most used by suppliers and more valued by distributors of agrichemicals in their relationships. A quantitative survey was conducted through questionnaires with distribution channels for crop protection. These questionnaires contained several relationship practices identified in the literature, satisfaction variables and characterization of dealers. The most used and best evaluated practices were from the factors communication, role specifications and motivation of employees, on the other hand the ones with low utilization rates and poorest evaluations were the bonds, monitoring and planning. Satisfaction with relationships in the sample is positively affected by the factors alignment, communication, role specification and monitoring. Other correlations with the satisfaction and the time duration of the relationship were also found. It was concluded that relationships in this sector are still very focused and concentrated on sales, through practices and programs that stimulate sales results for farmers. Basically, two groups of practices were identified: one in which the practices are quite used and valued, and bring satisfaction; and those who are not as used and valued, but increases the degree of loyalty of distributors and are sources of power and control to the manufacturers.

Inseridas num cenário altamente competitivo, as organizações primam pelo alcance da vantagem competitiva sustentável (VCS), embora essa última seja, cada vez mais, efêmera. Nesse contexto, surge o customer relationship management (CRM) como estratégia de negócio. Fundamentado no marketing de relacionamento personalizado e na infra-estrutura da tecnologia de informação, o CRM representa uma solução para viabilizar o alcance da VCS. Entretanto, deve-se enfatizar a relevância dos processos organizacionais e das pessoas, visto que eles compõem a empresa que adota a estratégia do CRM. Por outro lado, observa-se que o assunto sobre a gestão do relacionamento com o cliente destaca-se nos ambientes da academia e do mercado. Desse modo, esta pesquisa tem como objeto de estudo a estratégia de CRM, apresentando como objetivo geral a proposta de um modelo para planejar, implementar e acompanhar a estratégia de CRM. Este trabalho caracteriza-se como sendo uma pesquisa exploratória de abordagem qualitativa, utilizando a pesquisa bibliográfica e a pesquisa de campo como procedimentos para o alcance do seu objetivo geral. Nota-se que, inicialmente, a pesquisa bibliográfica aborda os aspectos gerais sobre o CRM e, mais adiante, o enfoque representa os modelos e/ou abordagens da literatura sobre o planejamento, a implementação e o acompanhamento dessa estratégia. A partir da revisão bibliográfica e da pesquisa preliminar de campo, foi desenvolvido o protótipo do modelo final que, em seguida, foi submetido às críticas, sugestões e considerações de especialistas, durante a segunda etapa da pesquisa de campo, conforme o método de pesquisa apresentado. Sendo assim, a consistência e a aplicabilidade do modelo foram constatadas, considerando-se o modelo proposto (um conjunto de etapas seqüenciais) um método para planejar, implementar e acompanhar a estratégia de CRM. Porém, algumas limitações foram observadas e, por último, foram sugeridas algumas atividades futuras, percebendo-se a vanguarda do CRM e a carência do mercado. / Inserted in a very competitive scenery, the organizations excel by achieving the sustainable competitive advantage, although it has been more and more ephemeral. In this context, appears the customer relationship management (CRM) as a business strategy. Based on the personalized relationship marketing and on the information technology infrastructure, the CRM represents a viable solution for achieving the sustainable competitive advantage. It must be emphasized, nevertheless, the relevance of the organizational processes and the people, once they constitute the company that adopts the CRM\'s strategy. On the other hand, it is observed that the matter of managing the relationship with the client, stands out in the academic and market environments. In this way, this research\'s object of study is the CRM\'s strategy, presenting as general objective, the proposition of a model for planning, implementing and following the CRM\'s strategy. This work is characterized as an exploratory research of a qualitative approach, using the bibliographical and field researches as procedures to achieve its general objective. It can be noticed that, at first, the bibliographical research approaches the general aspects about CRM and further on, the focus represents the literature models and/or approaches about the planning, implementation and follow up of this strategy. Based on the bibliographical revision and preliminary field research, it was developed a prototype of the final model that was submitted to specialists\' critiques, suggestions and considerations, during the second phase of the field research, in accordance with the research\'s method presented. This way, the model\'s consistency and applicability were verified, considering the proposed model (a set of sequential phases) a method to plan, implement and follow the CRM\'s strategy. However, some limitations were observed and finally, some future activities were suggested, noticing the CRM\'s vanguard and the market\'s need.

Apesar do valor percebido pelo cliente ser um dos principais determinantes da intenção de compra, lealdade e da satisfação dos clientes, observa-se que não existem modelos abrangentes de sistemas de serviço orientados para a entrega de valor ao cliente. Visando preencher esta lacuna, esta tese teve por objetivo desenvolver um modelo abrangente de sistema de serviço orientado para a entrega de valor ao cliente. Nesse sentido, inicialmente realizou-se uma pesquisa bibliográfica para levantar na teoria de marketing os diversos aspectos relacionados ao projeto e gestão dos sistemas de serviço e identificar modelos de sistemas de serviço focados no cliente desenvolvidos anteriormente. Os resultados da pesquisa bibliográfica forneceram a base para a construção do modelo proposto, o qual se fundamenta na orientação para o mercado, na cultura de serviço e no marketing interno para implementar os seguintes processos, cada qual se constituindo em um subsistema do sistema de serviços: desenvolvimento da orientação para o mercado; desenvolvimento da cultura de serviço; desenvolvimento de inovações; projeto do sistema de serviço; implementação do sistema de serviço; monitoramento do desempenho; desenvolvimento das ações de marketing interno. Para conferir maior robustez ao modelo proposto, considerou-se importante que ele fosse complementado com a visão de empresários do setor de serviços sobre os aspectos relacionados à entrega de valor ao cliente, a qual foi obtida mediante a realização de uma pesquisa empírica de dois estágios. No primeiro estágio realizou-se uma pesquisa descritiva quantitativa para identificar empresas cujos empresários possuíam atitude favorável à adoção do foco no cliente como direcionador-chave para o sucesso nos negócios e dos esforços para aperfeiçoamento do sistema de serviço. De uma amostra de 16 empresas, 4 foram selecionadas como casos a serem estudados no estágio 2. O segundo estágio da pesquisa envolveu a realização de um estudo de caso de caráter exploratório e natureza qualitativa para captar e entender a visão dos empresários das empresas objeto do estudo de caso sobre os diversos aspectos relacionados à entrega de valor ao cliente, o que foi feito através da condução de entrevistas semi-estruturadas. As informações obtidas a partir dessas entrevistas proveram reflexões sobre os aspectos valorizados pelo cliente, as dificuldades relacionadas à entrega de valor ao cliente, as ações para se garantir a entrega de valor ao cliente e o projeto do sistema de serviço visando à entrega de valor ao cliente, as quais foram utilizadas para complementar o modelo construído anteriormente. Por ter sido concebido com base na abordagem sistêmica, o modelo se comporta como um sistema aberto que se relaciona com o ambiente, recebendo elementos dele (fatores motivadores, condicionantes externos e condicionantes internos), processando-os (atividades desempenhadas pelos diversos subsistemas que compõem o sistema de serviços) e devolvendo os elementos processados ao meio (resultados), gerando uma corrente de entradas e saídas, a qual faz com que o sistema opere como uma caixa preta, mas com mecanismos de controle e auto-regulação (feedback) que permitem conduzir e adaptar o processo de transformação de modo a se alcançar o objetivo de se entregar valor aos clientes. O modelo proposto destaca a necessidade de alinhamento entre filosofia, valores, comportamentos, métricas e sistemas a fim de se projetar um sistema de serviço orientado para a entrega de valor ao cliente e a necessidade de uma liderança forte para se implementar o projeto desenvolvido. Espera-se que o modelo proposto contribua para a ampliação do conhecimento sobre os componentes do sistema de serviço, dos relacionamentos entre eles e de como o aperfeiçoamento deles pode contribuir para a entrega de valor ao cliente, constituindo-se, assim, em uma ferramenta eficaz para o projeto e gestão dos sistemas de serviço. / Customer perceived value is one of major antecedents of buying intention, loyalty and customer satisfaction. In spite of it, we observe theres no comprehensive service systems oriented to customer value delivery. For filling this gap, this thesis had the purpose of developing a comprehensive model of service system oriented to customer value delivery. For getting this objective, a bibliographic research focusing marketing theory was conduced for collecting factors related to design and managing of service systems. The results of bibliographic research provided the foundation for building the proposed model, which is based on market orientation, service culture and internal marketing to implement the following processes, which are subsystem of service system: market orientation developing; service culture developing; innovation developing; service system design; service system implementation; performance monitoring; internal marketing developing. For fostering the proposed model, it was complemented with a perspective provide by service sector entrepreneurs about the aspects related to customer value delivery, which was obtained by a two-stage empirical research. The first stage used a descriptive and qualitative research for identifying companies whose entrepreneurs had a positive attitude to customer focus adoption a key-driver for getting success in the business and driving the efforts for service system improvement. From a sample of sixteen companies, four were selected as cases to be studied in the second stage. The Second stage of research involve a exploratory qualitative case study for getting and understanding the perspective of case study companies entrepreneurs about several aspects related to customer value delivery, which was done by conducing semi-structured interviews. These interviews provided insights about the aspects fostered by the customer, difficulties related to customer value delivery, and the design of service system oriented to customer value delivery. These insights were used to complement the proposed model. Because it used systemic approach, the proposed model works as an open system linked to the environment, receiving elements from it (drivers factors and external an internal antecedents) processing these elements (activities executed by the several subsystem of service system) and sending back these processed elements to the environment. This way, the proposed model provides an interrupt flow of entries and outs, which make the system work as a black box with feedback mechanisms that allow conducing and adjusting the transforming process for getting the purpose of customer value delivery. Proposed model highlights the need of aligning between philosophy, values, behaviors, metrics and systems towards designing a service system oriented to customer value delivery and of a strong leadership to implement the system designed. We hope proposed model helps to increase the knowledge about service system components, relationship between the components, and as their improvement can contributes to customer value delivery, working as an effective tool for designing an managing of service system.

Chan, Kin Cheung Kelvin. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 90-108). / Abstracts in English and Chinese. / ABSTRACT (ENGLISH) --- p.i / ABSTRACT (CHINESE) --- p.iii / ACKNOWLEDGEMENTS --- p.iv / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.vii / LIST OF FIGURE --- p.ix / Chapter CHAPTER ONE --- INTRODUCTION --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Research Objectives --- p.4 / Chapter 1.3 --- Significance of This Study --- p.5 / Chapter 1.4 --- Outline of This Study --- p.7 / Chapter CHPATER TWO --- REVIEW OF LITERATURE --- p.8 / Chapter 2.1 --- Definitions of Outshopping and Cross-border Shopping --- p.8 / Chapter 2.2 --- Outshopping.Measures --- p.8 / Chapter 2.2.1 --- Frequency of Outshopping Trips --- p.9 / Chapter 2.2.2 --- Proportion of Total Dollar Purchases --- p.9 / Chapter 2.2.3 --- Types of Product Purchased --- p.10 / Chapter 2.3 --- Factors Affecting Outshopping Behavior --- p.11 / Chapter 2.3.1 --- Macro-analytical Approach --- p.21 / Chapter 2.3.2 --- Micro-analytical Approach --- p.22 / Chapter 2.3.2.1 --- Characteristics of Outshopper --- p.22 / Socio-economic Variables --- p.23 / Psychographic Variables --- p.25 / Chapter 2.3.2.2 --- Reasons for Shopping Out-of-town --- p.26 / Chapter 2.3.2.3 --- Types of Product that Outshoppers Purchase --- p.27 / Chapter 2.3.2.4 --- Retail Leakage --- p.28 / Chapter CHAPTER THREE --- HYPOTHESES FORMULATION --- p.30 / Chapter 3.1 --- In-depth Interviews --- p.32 / Chapter 3.2 --- Socio-economic Characteristics --- p.36 / Chapter 3.2.1 --- Tenure in Shenzhen and in Guangdong Province --- p.36 / Chapter 3.2.2 --- Living location --- p.37 / Chapter 3.2.3 --- Income level --- p.38 / Chapter 3.2.4 --- Length of Residence --- p.39 / Chapter 3.2.5 --- Age --- p.39 / Chapter 3.2.6 --- Other Socio-economic Variables --- p.40 / Chapter 3.3 --- Attitudinal Characteristics --- p.40 / Chapter 3.4 --- Motivational Characteristics --- p.42 / Chapter 3.4.1 --- Status and Authority Seeking Motive --- p.43 / Chapter 3.4.2 --- Pleasure of Bargaining Seeking Motive --- p.44 / Chapter 3.4.3 --- Social Experiences Seeking Motive --- p.45 / Chapter 3.4.4 --- Economic Motive --- p.46 / Chapter 3.4.5 --- Recreational Motive --- p.47 / Chapter 3.4.6 --- Entertainment Seeking Motive --- p.48 / Chapter CHAPTER FOUR --- METHODOLOGY --- p.49 / Chapter 4.1 --- Population --- p.49 / Chapter 4.2 --- Sampling and Data Collection --- p.49 / Chapter 4.2.1 --- Pretest of the Questionnaire --- p.49 / Chapter 4.2.2 --- Personal Interviews --- p.52 / Chapter 4.3 --- Measurement --- p.54 / Chapter 4.3.1 --- Cross-border Shopping Behavior --- p.54 / Chapter 4.3.2 --- Socio-economic Characteristics --- p.54 / Chapter 4.3.3 --- Attitude towards Shopping in Shenzhen --- p.58 / Chapter 4.3.4 --- Motivational Characteristics --- p.58 / Chapter CHAPTER FIVE --- RESULTS --- p.63 / Chapter 5.1 --- Preliminary Results --- p.63 / Chapter 5.2 --- Hypotheses Testing --- p.65 / Chapter 5.3 --- Further Analyses --- p.71 / Chapter 5.3.1 --- Discriminant Analysis --- p.71 / Chapter 5.3.2 --- Cluster Analysis --- p.74 / Chapter 5.3.2.1 --- Characteristic of Clusters --- p.76 / Chapter CHAPTER SIX --- SUMMARY AND CONCLUSION --- p.80 / Chapter 6.1 --- Summary --- p.80 / Chapter 6.2 --- Implications of the Study --- p.84 / Chapter 6.2.1 --- Academic Implications --- p.84 / Chapter 6.2.2 --- Managerial Implications --- p.87 / Chapter 6.2.2.1 --- General Managerial Implications --- p.87 / Chapter 6.2.2.2 --- Specific Managerial Implications to Hong Kong Retailers --- p.89 / Chapter 6.2.2.3 --- Specific Managerial Implications to Shenzhen Retailers --- p.90 / Chapter 6.2.3 --- Implications for Government --- p.91 / Chapter 6.3 --- Limitations and Directions for Future Research --- p.92 / Chapter 6.4 --- Conclusion --- p.95 / ENDNOTE --- p.96 / APPENDIX I --- p.97 / QUESTIONNAIRE --- p.97 / BIBLIOGRAPHY --- p.101

Submitted by Maicon Juliano Schmidt (maicons) on 2015-07-13T18:55:39Z No. of bitstreams: 1 José Cássio Simfronio.pdf: 1220347 bytes, checksum: 399140633eb5d4c8930ffc117aa9be4f (MD5) / Made available in DSpace on 2015-07-13T18:55:39Z (GMT). No. of bitstreams: 1 José Cássio Simfronio.pdf: 1220347 bytes, checksum: 399140633eb5d4c8930ffc117aa9be4f (MD5) Previous issue date: 2012-06-26 / Nenhuma / Os números mostram que o setor de serviços aumentou consideravelmente a sua participação na economia mundial, e a tecnologia da informação, subsetor das organizações de serviços intensivos em conhecimento (KIBS) contribuiu muito para tal evolução. Essas organizações que possuem o conhecimento como matéria-prima promovem inovações em serviços, aumentando a competitividade dos clientes no mercado. O cliente passou a ser visto não só como um mero comprador de produtos e serviços, mas como fonte de conhecimento e expertise sobre o seu próprio negócio. Captar conhecimento e interagir com o cliente passaram a ser fundamentais para as empresas na busca da vantagem competitiva sustentável. A coprodução leva as organizações a cocriar valor e a estreitar os laços de negócios. Nesse sentido, a relação entre cliente-fornecedor é um fator de suma importância para a consolidação de uma parceria de longo prazo. O marketing de relacionamento passa a ser uma alternativa para combinar criação de valor e manutenção dos negócios entre organizações. Diante desse contexto, este estudo tem o objetivo de propor e testar um modelo teórico que analise as influências dos antecedentes na coprodução e o efeito dessa na inovação em serviços, no contexto Business-to-Business (B2B) nas empresas de tecnologia da informação. Assim, este trabalho examina os construtos, comprometimento, confiança e investimento no relacionamento, variáveis do marketing de relacionamento e a expertise do cliente como antecedentes da coprodução. Foi realizada uma pesquisa survey, com 250 empresas de Tecnologia da Informação do Estado do Rio Grande do Sul, com as respostas sob o ponto de vista do fornecedor. A técnica estatística utilizada foi a Modelagem de Equações Estruturais (MEE), por meio da qual se testou o modelo teórico. Os resultados mostraram que a coprodução influencia positivamente a inovação em serviços a um grau que depende da expertise do cliente e das variáveis do marketing de relacionamento. A variância explicada atingiu índices importantes, a confiança e o comprometimento explicaram 50% do construto comprometimento, enquanto o comprometimento e a expertise do cliente explicaram 57% da coprodução; já a coprodução explicou 30% da inovação em serviços. Por outro lado, a orientação para a inovação não apresentou efeito moderador na relação entre coprodução e inovação em serviços. Esta pesquisa contribui para a ampliação dos estudos sobre marketing de relacionamento e as suas influências na coprodução para a inovação em serviços. / The figures show that the service field has increased its participation in the world economy considerably, and information technology, a subsect or of intensive knowledge service businesses (KIBS), has contributed a lot for this evolution. These businesses, which hold the knowledge as raw material, promote innovations in services and increase the competitiveness of the client in the market. The client has been seen not only as a buyer of products and services, but also as a source of knowledge and expertise on its own business. Understanding and interacting with the customer has become fundamental for the companies in their search for competitive advantage. Co-production leads the companies to co-create value and narrow businesses relationships. Therefore, the relationship between the customer and the supplier is a major factor for the consolidation of a long-term relationship. Relationship marketing has become an alternative to combine value addition and business maintenance between organizations. In this context, this study aims to propose and to test a theoretical model that analyses the influences of previous co-production and its effect in service innovation, in the Business-to-business context (B2B), in information technology companies. This way, this study examines the building, the compromise, the confidence and the investment in the relationship, variables in the relationship marketing, and the clients’ expertise as priors to co-production. A survey research has been made with 250 information technology companies in the state of Rio Grande do Sul, and the answers were gotten according to the suppliers’ points of view. The statistic technique used was the Structural Equation Model (MEE) through which we have tested the theoretical model. The results have shown that co-production influences service innovation positively to a degree that depends on the client’s expertise, and relationship marketing variables. The explained variance has reached important indexes, confidence and commitment explained 50% of commitment, while compromise and knowledge of the customer explained 57% of co-production. Co-production explained 30% of service innovation. On the other hand, innovation orientation has not presented moderating effect in the relationship between co-production and service innovation. This research has contributed to the increase of the studies about relationship marketing and its effect on co-production for service innovation.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2017-09-25T13:15:37Z No. of bitstreams: 1 Irineu Lopes Trigo.pdf: 1407725 bytes, checksum: 698a65958d69240fd6a5a115ab3763db (MD5) / Made available in DSpace on 2017-09-25T13:15:37Z (GMT). No. of bitstreams: 1 Irineu Lopes Trigo.pdf: 1407725 bytes, checksum: 698a65958d69240fd6a5a115ab3763db (MD5) Previous issue date: 2017-09-14 / Relationship marketing has been the focus of studies and applications in several areas of business and theoretical convergence with others marketing references. However, the competitiveness, amount of offers and customer information level transformed exchange not continued insufficient for many markets. In this way, narrower relationships with customers and business partners have become drivers for the sustainable profitability of business relationships, and customer retention becoming a key concept that demands the identification of ingredients that contribute to its theoretical and practical improvement. Thus, through an exploratory research and statistical process to models that bring together non-measurable variables, this research proposed the empathy construct as relationship quality and commitment predictor and analyze its influences on customer retention. It should be emphasized that the proposed model seeks to fill a gap in relational marketing theory that has not been detected until nowadays in the academic bases. The research covered the relationship marketing literature review as well empathy, relationship quality, commitment and customer retention and the data treatment was done through the structural equation modeling by SmartPLS software. The results from analysis has shown model quality and accuracy suggesting that empathic abilities prove to be useful for managerial action in the presented context / O marketing de relacionamento tem sido foco de estudos e de aplicações em diversas áreas de negócios e de convergência teórica com outras referências do marketing. Todavia, a competitividade, a quantidade de ofertas e o nível de informação dos clientes tornaram a troca não contínua insuficiente a muitos mercados. Nesse contexto, relacionamentos mais estreitos com clientes e parceiros de negócios assumem o papel de direcionadores da rentabilidade sustentável das relações de negócios, com a retenção de clientes passando a ser um conceito-chave que demanda a identificação de elementos que contribuam para seu aprimoramento teórico e prático. Dessa forma, por meio de pesquisa exploratória e processo estatístico adequado à modelos que congreguem variáveis não mensuráveis, esta tese propôs a abordagem da empatia como construto preditor da qualidade do relacionamento e do comprometimento e suas influências na retenção de cliente. Destaque--se que o modelo proposto procura cobrir lacuna nos estudos do marketing relacional que não foram detectadas, até a presente data, junto às bases acadêmicas. A pesquisa abrangeu a revisão da literatura do marketing de relacionamento e dos construtos empatia, qualidade do relacionamento, comprometimento e retenção de clientes, com o tratamento dos dados sendo feito por meio da modelagem de equações estruturais com o emprego do software SmartPLS. Os resultados das análises demonstraram a qualidade e acurácia do modelo, sugerindo que habilidades empáticas se mostram úteis à ação gerencial no contexto apresentado

Made available in DSpace on 2016-04-25T16:44:25Z (GMT). No. of bitstreams: 1 Veridiana Nogueira Aimola.pdf: 907747 bytes, checksum: c84cd6c68e0fe3687c3ed0e7a78d97bb (MD5) Previous issue date: 2011-10-24 / The vision of this work is based on the urgency of other work and study, developed relationship marketing, bringing the main objective to identify possible constraints to the development or not of relationship marketing in consumer goods industries of mass. To do so, present a literature review on the subject and analyze how companies use relationship marketing as a strategy, are key highlights of this dissertation. Especially within the model of relationship marketing Gummesson, also known as 30 Rs. The elements of performance and proposed strategies are based on experiences gained through the data collection performed on field research conducted in the Unit of Analysis AmBev, the largest private consumer goods in Brazil, located in Sao Paulo, which had the support of ABIR - Brazilian Association of Soft Drinks and Soft Drinks. The methodology is set by the recommendations of Robert Yin, working with a single case study, however, using multiple sources of evidence as the researcher's observation, interviews, institutional materials, as well as research on the internet. Based on the convergence of different theoretical perspectives, the approach taken by this logic is no longer in tangible assets, the value entered or transactions, but on intangible assets such as skills, information and knowledge co-creation of value between them and the client organization and especially relationships. It was found that relationships are emerging as an important component of organizational performance, which is central to understanding the assumptions of a relationship, such as trust and commitment between the parties, the background of the relationship, such as some types of costs change, and, especially, the resulting relationship (eg loyalty). It is extremely complicated and difficult working relationship marketing in an industry of mass consumption. However, social media is emerging as an instrument approach to the public and, therefore, work try to give concreteness to relationship marketing / A visão deste trabalho está fundamentada na premência de outros trabalhos e estudos, desenvolvidos em marketing de relacionamento, trazendo como objetivo principal identificar as possíveis condicionantes para o desenvolvimento ou não do marketing de relacionamento nas indústrias de bens de consumo de massa. Para tanto, apresentar uma revisão literária sobre a temática e analisar como as empresas utilizam o marketing de relacionamento como estratégia, são destaques fundamentais dessa dissertação. Especialmente, dentro do modelo de marketing de relacionamento de Gummesson, também conhecido por 30 R s. Os elementos de desempenho e estratégias propostos estão fundamentados em experiências obtidas através da coleta de dados realizada na pesquisa de campo realizada na Unidade de Análise AMBEV, maior indústria privada de bens de consumo do Brasil, situada em São Paulo, que contou com o apoio da ABIR Associação Brasileira das Indústrias de Refrigerantes e de Bebidas Não Alcoólicas. A metodologia está configurada por meio das recomendações de Robert Yin, trabalhando com um estudo de caso único, contudo, utilizando múltiplas fontes de evidência como observação da pesquisadora, entrevistas, materiais institucionais, assim como pesquisas em internet. Baseada na convergência de diferentes perspectivas teóricas, o enfoque dado por essa lógica não é mais nos recursos tangíveis, no valor inserido ou nas transações, mas nos recursos intangíveis, como as habilidades, as informações e conhecimentos, a co-criação de valor entre a organização e o cliente e, especialmente, os relacionamentos. Verificou-se que os relacionamentos despontam como importante componente do desempenho organizacional, sendo este primordial para entender as premissas de um relacionamento, como por exemplo, a confiança e o comprometimento entre as partes; os antecedentes do relacionamento, como por exemplo, alguns tipos custos de mudança; e, principalmente, os consequentes do relacionamento (ex.: lealdade). É extremamente complexo e dificultoso trabalhar o marketing de relacionamento em uma indústria de consumo de massa. No entanto, as mídias sociais despontam como instrumento de aproximação ao público e, com isso, trabalhar a tentativa de dar concretude ao marketing de relacionamento