Dalton de Sousa, Leandro Canton da Silva, Flávia Rezende Andrade Sousa
Este trabalho analisa as relações entre confiança, valor e lealdade no varejo farmacêutico de Paranaíba (MS). Parte-se do pressuposto que o relacionamento de longo prazo com clientes certos confere diferencial estratégico para as organizações. Aplicou-se um survey a 269 consumidores de farmácias entre março e abril de 2012. Foram propostas treze hipóteses, sendo seis confirmadas e sete rejeitadas. Observou-se que a competência operacional dos funcionários de contato leva à confiança nesses mesmos funcionários, que a confiança nos funcionários de contato leva a valor e à confiança nas políticas e práticas gerenciais. Verificou-se ainda que a competência operacional das políticas e práticas gerenciais leva à confiança nas políticas e práticas gerenciais, que a confiança nas políticas e práticas gerenciais leva a valor. Por fim, o valor percebido relaciona-se positiva e significativamente com as intenções de lealdade do consumidor.
This paper analyzes the relationship between trust, value and loyalty in the retail pharmacies of Paranaíba (MS). It starts with the assumption that the long-term relationship with certain customers provides some strategic advantages for organizations. A survey was completed by 269 pharmacy customers between March and April 2012. Thirteen hypotheses were proposed; six hypotheses were confirmed, and seven were rejected. It was observed that the operational competence of the frontline employees leads to trust in those same employees, and that trust in the frontline employees leads to value and trust in the management policies and practices. It was also determined that the operational competence of the management policies and practices leads to trust in those management policies and practices, and that trust in the management policies and practices in turn leads to value. Finally, the perceived value relates positively and significantly with consumer loyalty.
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