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Economia Global e Gestão

versão impressa ISSN 0873-7444

Economia Global e Gestão v.12 n.2 Lisboa ago. 2007

 

O marketing relacional e a fidelização de clientes – Estudo aplicado ao termalismo português

Joaquim Antunes* e Paulo Rita**

 

 

RESUMO: A presente investigação pretende analisar, através de um modelo integrado, o papel das diferentes dimensões do marketing relacional e dos factores meio envolvente na satisfação e fidelização de clientes. Analisa-se, ainda, a importância da satisfação, confiança e compromisso como variáveis mediadoras, no processo de marketing relacional. O estudo empírico é efectuado a 346 frequentadores das estâncias termais portuguesas, através de um processo de amostragem por quotas. Para validar o referido modelo teórico e testar as hipóteses é utilizado o modelo de equações estruturais.

Palavras-chave: Marketing Relacional, Satisfação, Compromisso, Confiança e Fidelização

 

 

TITLE: Relationship marketing – An applied study to the Portuguese thermal spas

ABSTRACT: The present research aims to study, through an integrated model, the role of the different dimensions of relationship marketing and environmental factors in terms of their impact on customer satisfaction and loyalty. The importance of satisfaction, trust and commitment as mediating variables in the relationship marketing process is also addressed. The fieldwork involved 346 customers of Portuguese thermal spas that were selected via a quota sampling procedure. In order to validate the conceptual model and test a number of research hypotheses put forward, structural equation modelling was used.

Key words: Ralationship Marketing, Satisfaction, Commitment, Trust, Loyalty

 

 

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*Joaquim Antunes

jantunes@dgest.estv.ipv.pt

Doutorado em Marketing (IBS – ISCTE Business School, Lisboa). Professor Adjunto do Departamento de Gestão da Escola Superior de Tecnologia de Viseu, Portugal.

 

**Paulo Rita

paulo.rita@iscte.pt

Pós-Doutorado em Web Marketing (Univ. do Nevada - Las Vegas, EUA).  Prof. Associado com Agregação em Marketing da IBS – ISCTE Business School, Lisboa, Portugal.  Director do MRC – Management Research Centre.