Consumidores satisfeitos, e então? Analisando a satisfação como antecedente da lealdade
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Abstract
In search of deepening the knowledge on the relationship between consumer satisfaction and loyalty, we conducted a field experiment. The article presents the theoretical basis supporting the proposed relationship, as well as a research method in which consumer's satisfaction judgment was processed right after the consumption of the product, proportioning a more precise judgment and better variables measurement. Results indicate a positive relationship between the two variables and a considerable amount of loyalty's variance is explained by satisfaction, contributing to advancing investigations on the consequences of satisfaction and loyalty formation.
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How to Cite
Larán, J. A., & Espinoza, F. da S. (1). Consumidores satisfeitos, e então? Analisando a satisfação como antecedente da lealdade. Journal of Contemporary Administration, 8(2), 51-70. https://doi.org/10.1590/S1415-65552004000200004
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