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Previous issue date: 2014-03-31 / Reaching customer satisfaction through service delivery is considered a critical way source for companies to achieve competitive advantage. Thus, the sources of customer satisfaction has been widely discussed in the marketing field. Based on assumptions of the Service Dominant Logic (SDL), researchers have emphasized the co-creation of value by both customers and suppliers throughout the process of providing services. However, several aspects related to this matter suggest important inconsistencies, perceived by academics and managers. Seeking to clarify these ambiguities, researchers emphasize the need to understand the effects of co-creation of value by consumers and organizations on customer satisfaction. For this reason there have been continuous attempts to explain the effects of customer participation on his/her satisfaction and perceived value during the process of service delivery. Yet, since satisfaction is a complex and abstract factor, the description and understanding of its sources is an essential condition for the comprehensive understanding of how the variable is influenced. To this end, this study proposes a model that connects predictors of customer satisfaction considering SDL assumption and convenience and quality of service as sources that were identified as relevant aspects for customer satisfaction related to financial services. The proposed model tested by means of a study that resorted to multivariate analysis techniques focused on conducting structural equation modeling. A sample of six hundred and eight cases (n = 608) was obtained, which enabled the measurement of the researched variables using existing scales of satisfaction in financial services. The participants were undergraduate students from five different universities, who considered their main provider of banking services to answer the survey questions. The measures for assessing customer satisfaction, economic value, customer involvement, convenience and quality of service have proven reliable and valid. The predictive effects of convenience, economic value and quality of service have proved to be significant for customer satisfaction. Quality of service was identified as a mediator of the relationship between convenience and customer satisfaction. Results, however, have shown that customer participation has a negative impact on customer satisfaction, thus bringing relevant findings to the theme of value co-creation and presenting discussions for future studies. / A busca da satisfa??o do cliente com a presta??o de servi?os ? considerada uma fonte relevante para as empresas obterem vantagem competitiva. Dessa forma, o entendimento dos antecedentes da satisfa??o do cliente tem sido amplamente discutido no campo de marketing, que sinaliza pesquisadores enfatizando a cocria??o de valor com consumidores durante os processos de presta??o de servi?os baseados nas premissas da nova l?gica do servi?o dominante (SDL, do ingl?s service dominant l?gic). Todavia, diversos aspectos relacionados ao tema sugerem not?veis incoer?ncias para acad?micos e gestores. Buscando esclarecer estes aspectos divergentes, pesquisadores destacam o entendimento sobre os efeitos que a cria??o compartilhada de valor entre consumidores e organiza??es provoca na satisfa??o dos clientes. Sendo assim, tentativas de explicar os efeitos que a participa??o do cliente causa na satisfa??o e percep??o de valor durante o processo de presta??o de servi?os t?m sido constantes entre os acad?micos. Entretanto, como a satisfa??o ? considerada um elemento complexo e abstrato, a identifica??o e compreens?o de seus antecedentes s?o essenciais para o entendimento hol?stico de como a vari?vel ? influenciada. Para isto, o presente estudo prop?e um modelo vinculando preditores da satisfa??o do cliente considerando as premissas da SDL e os antecedentes conveni?ncia e qualidade do servi?o, que foram identificados como aspectos relevantes na busca da satisfa??o dos clientes com servi?os financeiros utilizados. Para testar o modelo proposto, foi conduzido um estudo utilizando-se t?cnicas de an?lise multivariada centrada na condu??o de modelagem de equa??es estruturais. Foi obtida uma amostra com seiscentos e oito casos (n= 608), a qual possibilitou a medida das vari?veis investigadas atrav?s da utiliza??o de escalas existentes para o contexto do segmento de servi?os financeiros. Os participantes foram estudantes universit?rios oriundos de cinco diferentes universidades, que consideraram o seu principal prestador de servi?os banc?rios para responder as quest?es da pesquisa. As medidas para avalia??o da satisfa??o do cliente, valor econ?mico, participa??o do cliente, conveni?ncia e qualidade do servi?o se mostraram confi?veis e v?lidas. Os efeitos preditivos da conveni?ncia, valor econ?mico e qualidade do servi?o se apresentaram significantes na satisfa??o do cliente. Foi identificada a qualidade do servi?o como mediadora da rela??o entre a conveni?ncia e a satisfa??o do cliente. Entretanto, a pesquisa demonstrou que a participa??o do cliente apresenta um impacto negativo na satisfa??o do cliente, revelando achados relevantes para os temas de cria??o de valor compartilhada e promovendo discuss?es para futuras abordagens.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/5678 |
| Date | 31 March 2014 |
| Creators | Souza, Alan Andrew de |
| Contributors | Damacena, Cl?udio |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, BR, Faculdade de Administra??o, Contabilidade e Economia |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 3244129067093836374, 600, 600, 4410494103952189146 |
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