A influência da qualidade do atendimento na decisão de compra

Detalhes bibliográficos
Ano de defesa: 2010
Autor(a) principal: Khenayfis, Sandra Amoyr
Orientador(a): Botelho, Delane
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Não Informado pela instituição
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Português:
Comportamento do consumidor
Decisão de compra
Lealdade
Satisfação
Marketing de serviços
Motivação
Palavras-chave em Inglês:
Consumers behaviour
Purchase decision
Loyalty
Satisfaction
Motivation
Marketing of services
Link de acesso: http://hdl.handle.net/10438/7827
Resumo: This research investigates the influence of service quality on purchase decision in the mobile phone retail market, as well as a relationship between the consumer’s previous knowledge of mobile services and the importance of salesmen help during the sales encounter. In order to achieve that, a survey was conducted in Rio de Janeiro city using mobile phone retail stores as its research locus. Among other factors, the survey measured consumer’s previous knowledge of mobile services, consumer satisfaction, the importance attributed to salesperson’s help during the sales encounter and the intent to purchase. The quantitative phase was preceded by a qualitative one, in order to acknowledge which were the consumer’s most used attributes to measure service quality. As a result, it was found, in agreement with other previous studies, that service quality positively impacted on purchase decision. The results and both the academic and managerial implications are discussed in this work. Finally, suggestions of future studies are provided alongside the analysis.
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spelling Khenayfis, Sandra AmoyrEscolas::EBAPELinhares, AlexandreCosta, Isabel de Sá Affonso daBotelho, Delane2011-02-17T13:27:20Z2011-02-17T13:27:20Z2010-08-31KHENAYFIS, Sandra Amoyr. A influência da qualidade do atendimento na decisão de compra. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2010.http://hdl.handle.net/10438/7827This research investigates the influence of service quality on purchase decision in the mobile phone retail market, as well as a relationship between the consumer’s previous knowledge of mobile services and the importance of salesmen help during the sales encounter. In order to achieve that, a survey was conducted in Rio de Janeiro city using mobile phone retail stores as its research locus. Among other factors, the survey measured consumer’s previous knowledge of mobile services, consumer satisfaction, the importance attributed to salesperson’s help during the sales encounter and the intent to purchase. The quantitative phase was preceded by a qualitative one, in order to acknowledge which were the consumer’s most used attributes to measure service quality. As a result, it was found, in agreement with other previous studies, that service quality positively impacted on purchase decision. The results and both the academic and managerial implications are discussed in this work. Finally, suggestions of future studies are provided alongside the analysis.Neste estudo verifica-se a influência da qualidade do atendimento na decisão de compra de planos pós-pagos de telefonia móvel celular, bem como a existência de uma correlação entre o grau de conhecimento que o consumidor já possui sobre o serviço antes de adquiri-lo e a importância atribuída ao auxílio do vendedor no momento da compra. Para tanto, foi realizada uma pesquisa com pessoas que adquiriram planos pós-pagos nas lojas de uma operadora de telefonia móvel na cidade do Rio de Janeiro, por meio da qual foram analisados: o grau de conhecimento prévio dos compradores sobre os serviços, o grau de satisfação com o atendimento, a importância atribuída ao auxílio do vendedor para a tomada de decisão de compra, entre outros indicadores. A etapa quantitativa foi precedida de uma fase qualitativa, a fim de levantar os atributos considerados importantes pelos clientes para medir a qualidade de atendimento e, com base neles, construídos os questionários que, depois de aplicados e analisados, resultaram na constatação de uma correlação positiva entre a percepção de qualidade no atendimento e a decisão de compra. Os resultados são discutidos, bem como as implicações acadêmicas e gerenciais.porComportamento do consumidorDecisão de compraLealdadeSatisfaçãoMarketing de serviçosMotivaçãoConsumers behaviourPurchase decisionLoyaltySatisfactionMotivationMarketing of servicesAdministração de empresasComportamento do consumidorConcorrênciaSatisfação do consumidorControle de qualidadeMarketing de serviçosComprasA influência da qualidade do atendimento na decisão de comprainfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALSANDRA AMOYR.pdfSANDRA AMOYR.pdfapplication/pdf1334158https://repositorio.fgv.br/bitstreams/9676c18c-2efc-485c-9052-f5e9763c2095/download01b99073a93c9eea61b63425ff774221MD51LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv A influência da qualidade do atendimento na decisão de compra
title A influência da qualidade do atendimento na decisão de compra
spellingShingle A influência da qualidade do atendimento na decisão de compra
Khenayfis, Sandra Amoyr
Comportamento do consumidor
Decisão de compra
Lealdade
Satisfação
Marketing de serviços
Motivação
Consumers behaviour
Purchase decision
Loyalty
Satisfaction
Motivation
Marketing of services
Administração de empresas
Comportamento do consumidor
Concorrência
Satisfação do consumidor
Controle de qualidade
Marketing de serviços
Compras
title_short A influência da qualidade do atendimento na decisão de compra
title_full A influência da qualidade do atendimento na decisão de compra
title_fullStr A influência da qualidade do atendimento na decisão de compra
title_full_unstemmed A influência da qualidade do atendimento na decisão de compra
title_sort A influência da qualidade do atendimento na decisão de compra
author Khenayfis, Sandra Amoyr
author_facet Khenayfis, Sandra Amoyr
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EBAPE
dc.contributor.member.none.fl_str_mv Linhares, Alexandre
Costa, Isabel de Sá Affonso da
dc.contributor.author.fl_str_mv Khenayfis, Sandra Amoyr
dc.contributor.advisor1.fl_str_mv Botelho, Delane
contributor_str_mv Botelho, Delane
dc.subject.por.fl_str_mv Comportamento do consumidor
Decisão de compra
Lealdade
Satisfação
Marketing de serviços
Motivação
topic Comportamento do consumidor
Decisão de compra
Lealdade
Satisfação
Marketing de serviços
Motivação
Consumers behaviour
Purchase decision
Loyalty
Satisfaction
Motivation
Marketing of services
Administração de empresas
Comportamento do consumidor
Concorrência
Satisfação do consumidor
Controle de qualidade
Marketing de serviços
Compras
dc.subject.eng.fl_str_mv Consumers behaviour
Purchase decision
Loyalty
Satisfaction
Motivation
Marketing of services
dc.subject.area.por.fl_str_mv Administração de empresas
dc.subject.bibliodata.por.fl_str_mv Comportamento do consumidor
Concorrência
Satisfação do consumidor
Controle de qualidade
Marketing de serviços
Compras
description This research investigates the influence of service quality on purchase decision in the mobile phone retail market, as well as a relationship between the consumer’s previous knowledge of mobile services and the importance of salesmen help during the sales encounter. In order to achieve that, a survey was conducted in Rio de Janeiro city using mobile phone retail stores as its research locus. Among other factors, the survey measured consumer’s previous knowledge of mobile services, consumer satisfaction, the importance attributed to salesperson’s help during the sales encounter and the intent to purchase. The quantitative phase was preceded by a qualitative one, in order to acknowledge which were the consumer’s most used attributes to measure service quality. As a result, it was found, in agreement with other previous studies, that service quality positively impacted on purchase decision. The results and both the academic and managerial implications are discussed in this work. Finally, suggestions of future studies are provided alongside the analysis.
publishDate 2010
dc.date.issued.fl_str_mv 2010-08-31
dc.date.accessioned.fl_str_mv 2011-02-17T13:27:20Z
dc.date.available.fl_str_mv 2011-02-17T13:27:20Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.citation.fl_str_mv KHENAYFIS, Sandra Amoyr. A influência da qualidade do atendimento na decisão de compra. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2010.
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10438/7827
identifier_str_mv KHENAYFIS, Sandra Amoyr. A influência da qualidade do atendimento na decisão de compra. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2010.
url http://hdl.handle.net/10438/7827
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:Repositório Institucional do FGV (FGV Repositório Digital)
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instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Repositório Institucional do FGV (FGV Repositório Digital)
collection Repositório Institucional do FGV (FGV Repositório Digital)
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bitstream.checksum.fl_str_mv 01b99073a93c9eea61b63425ff774221
4dea6f7333914d9740702a2deb2db217
0aa4c55bd808eb3f49de44d0ee1da9d0
5c646f655d9ad4f8fd3dcd21e8d97eeb
bitstream.checksumAlgorithm.fl_str_mv MD5
MD5
MD5
MD5
repository.name.fl_str_mv Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv
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