Avaliação da satisfação do consumidor utilizando o método de equações estruturais: um modelo aplicado ao setor elétrico brasileiro

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DOI: https://doi.org/10.1590/S1415-65552004000400002
Keywords:
consumer satisfaction, electric utility industry, structural equation model

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Renato Marchetti
École des Hautes Études Commerciales
Paulo H. M. Prado
Fundação Getúlio Vargas

Abstract

This article presents the Consumer Satisfaction Model for the Brazilian Electric Utility Industry, based on Structural Equations Method. There were used the evaluation of the Distribution Service Quality, and of the Perceived Value as Satisfaction antecedents. There was also created a latent variable representing the Global Satisfaction and it was used as the global score of each energy provider. Complementing the model, it also was inserted the loyalty construct, evaluated through some sceneries in which the consumer was exposed to some advantages and measured his intention to change to other option. The obtained results indicated a good model validity and internal consistency, as well as flexibility to measure the Satisfaction in several situations (for different companies, country regions, etc). In the same way, for the methodology replication in other Brazilian economic industries, it is allowed the performance comparison among them and with international benchmarks.

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How to Cite
Marchetti, R., & Prado, P. H. M. (1). Avaliação da satisfação do consumidor utilizando o método de equações estruturais: um modelo aplicado ao setor elétrico brasileiro. Journal of Contemporary Administration, 8(4), 9-32. https://doi.org/10.1590/S1415-65552004000400002
Issue
Vol. 8 No. 4 (2004): Oct/Dec - 2004
Section
Articles

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Author Biographies

Renato Marchetti, École des Hautes Études Commerciales

Doutor em Ciências da Gestão, pela École des Hautes Études Commerciales (HEC-PARIS), Professor de Marketing do Programa de Mestrado em Administração (PPAD-PUCPR), da Pontifícia Universidade Católica do Paraná. Suas áreas de interesse em pesquisa são comportamento do consumidor e estratégias de marketing.

Paulo H. M. Prado, Fundação Getúlio Vargas

Doutor em Administração de Empresas pela Escola de Administração de Empresas de São Paulo da Fundação Getúlio Vargas, Professor Assistente da Universidade Federal do Paraná. Suas áreas de interesse em pesquisa são respostas do consumidor posteriores a compra, marketing de relacionamento B2C e modelos de equações estruturais aplicados ao marketing.