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A influ?ncia da responsabilidade social empresarial na satisfa??o e fidelidade do cliente : um estudo com compradores de autom?veis / The influence of corporate social responsibility in customer?s satisfaction and loyalty: a study with car?s buyersCarreira, Daniela Rodrigues 01 October 2010 (has links)
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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
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