| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 3.28 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
A procura de smartphones faz com que se registem elevados volumes de vendas e maior concorrência entre marcas. Estas procuram consolidar os clientes que já adquiriram os seus produtos. No entanto, verifica-se que os clientes optam, na sua maioria, por adquirir marcas diferentes da que adquiriram previamente. Com este estudo pretende-se compreender que fatores levam os consumidores portugueses a voltar a comprar a mesma marca de smartphones que compraram anteriormente.
Para melhor compreender a lealdade comportamental a marcas de smartphones, o estudo avalia o valor percebido pelo consumidor (e as suas dimensões emocional, social e preço) e a confiança na marca por parte dos consumidores que recompraram. Para este efeito, a presente dissertação apresenta um carácter quantitativo, tendo sido administrado um questionário online através da plataforma Qualtrics.
A análise aos resultados permitiu concluir que tanto o valor percebido pelos consumidores como a confiança na marca estão positivamente relacionados com a lealdade comportamental a uma marca de smartphones. Destes dois antecedentes, o que mais explica a lealdade comportamental é o valor percebido pelo consumidor. Concluiu-se também que o valor emocional tem maior impacto que o valor social e que o valor preço na lealdade comportamental.
O principal contributo académico desta dissertação é a inclusão das dimensões do valor no modelo de estudo da lealdade comportamental. A nível empresarial é aconselhado às empresas que promovam ações que difundam o valor percebido pelos consumidores e a confiança na marca.
The high demand for smartphones results not only in a high number of sales but also on increasing competition among brands. Thus, these brands seek to retain their existing customers as a priority in their business. However, it is also important to note that most customers choose to acquire different brands from the ones they have previously acquired. To have a better understanding of behavioral loyalty regarding smartphones’ brands, this study assesses the perceived value by consumers (and its dimensions: emotional, social and price) and brand trust of consumers who repurchased a single brand. The present dissertation follows a quantitative approach through the administration of an online questionnaire, developed on Qualtrics. A convenience, nonprobability sampling approach was pursued when gathering data. The analysis of the results points towards a positive relationship between both the perceived value by consumers and brand trust with behavioral loyalty to a smartphones’ brand. It was also depicted that the variable causing the biggest variation on behavioral loyalty is the perceived value by the consumer. Furthermore, it was also determined that emotional value has a stronger impact on behavioral loyalty than the social and price values. The main academic contribution of this dissertation is the inclusion of the three dimensions of value for the consumer on the model used to study behavioral loyalty. On a managerial level, companies are advised to promote actions that disseminate the perceived value by consumers and brand trust.
The high demand for smartphones results not only in a high number of sales but also on increasing competition among brands. Thus, these brands seek to retain their existing customers as a priority in their business. However, it is also important to note that most customers choose to acquire different brands from the ones they have previously acquired. To have a better understanding of behavioral loyalty regarding smartphones’ brands, this study assesses the perceived value by consumers (and its dimensions: emotional, social and price) and brand trust of consumers who repurchased a single brand. The present dissertation follows a quantitative approach through the administration of an online questionnaire, developed on Qualtrics. A convenience, nonprobability sampling approach was pursued when gathering data. The analysis of the results points towards a positive relationship between both the perceived value by consumers and brand trust with behavioral loyalty to a smartphones’ brand. It was also depicted that the variable causing the biggest variation on behavioral loyalty is the perceived value by the consumer. Furthermore, it was also determined that emotional value has a stronger impact on behavioral loyalty than the social and price values. The main academic contribution of this dissertation is the inclusion of the three dimensions of value for the consumer on the model used to study behavioral loyalty. On a managerial level, companies are advised to promote actions that disseminate the perceived value by consumers and brand trust.
Descrição
Mestrado em Marketing
Palavras-chave
Lealdade comportamental Valor percebido pelo consumidor Confiança na marca Smartphones Behavioral loyalty Perceived value by the consumer Brand trust
Contexto Educativo
Citação
Pereira, Tomás Martins (2017). "O consumidor português de Smartphones : determinantes da sua lealdade comportamental". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão