Imagem Loyalty

na instituição após a sua graduação para realizar cursos de pós-graduação e de extensão (HEGELSEN; NESSET, 2007a; 2007b). Partindo deste pressuposto, Hennig-Thurau, Langer e Hansen (2001) criaram o Modelo RQSL – Relationship Quality-based Student Loyalty, que traz três complexos construtos BBR, Vitória, v. 8, n. 2, Art. 3, p. 43-67, Abr. - Jun. 2011 www.bbronline.com.br 56 Bergamo, Giuliani e Galli como determinantes da lealdade do estudante: comprometimento, qualidade…

todos os componentes da política do marketing-mix adoptada. Posteriormente, Grönroos (1984) demonstrou que a qualidade percepcionada de um serviço podia ser decomposta em três componentes principais: a qualidade técnica, a qualidade funcional e a imagem da empresa. Concluíram que cinco elementos-chave estavam incluídos: o profissionalismo e o know how da organização, a fiabilidade e a fidelidade das prestações, o comportamento e as atitudes dos funcionários, a acessibilidade e a…

customer satisfaction and loyalty will be of great and vital importance for continuity of business. Accordingly, this article has as basic objective to discuss the relationship between satisfaction, customer loyalty and profitability of businesses. However, the topic addressed in a joint is still little studied, as shown in the table bibliography. Moreover, the proliferation of research in this area ratified how the satisfaction (and also the dissatisfaction) and customer loyalty can…

and customer loyalty. Many researchers are enhancing customer loyalty as their satisfaction becomes a way for companies to excel and stay on the market, since it is believed that winning the loyalty of its customers will also be attracting business partners. When starting this study, the aim was to win and retain customers through relationship marketing, which will assess how the organization is on the market from the perspective of its own customers. Keywords: Relationship. Loyalty.…

it has become fundamental to dominate concepts, antecedents and interactions of service quality, client´s loyalty and satisfaction. This recent reality leads to the massification of tools such as loyalty programs and switching costs, which become efficient methods of creating a data base of reliable, stable and profitable clients. This dissertation aspires to emphasise the importance of loyalty among a company’s clients, in such a way as to enable maximum profit. Based on a case study…

today's increased competition, you need to go even further in pursuit of knowledge of the desires of humanity, but there is a surprise, or better tool; two, marketing and ethics, both are connected, they seek the same result, customer loyalty amid tight market and loyalty. SUMÁRIO 1 ...1.Introdução 2 ...2.0 DESENVOLVIMENTO 2 ...2.0 A ética no marketing 2 ...2.1 Marketing-Mania 3 ...3.0 Ética e Marketing caminham juntos 6…

reconhecimento do empregado como principal elo da empresa com o cliente faz da Comunicação interna o mais competente canal para a conquista da fidelidade à marca e por extensão, a peça chave na estratégia de fidelização de clientes, intimamente relacionada à imagem que a empresa reflete. Certo mesmo é o que já vem sido facilmente percebido, sobretudo, no ambiente das grandes empresas. A comunicação interna tem força suficiente para agregar valor à marca, assumindo a forma de relações…

relação encontrada frequentemente na literatura (SZYMANSKI; HENARD, 2001). A imagem corporativa tem impacto positivo na satisfação dos clientes (MARTENSON, 2007): o usuário com menor experiência no uso do serviço sofre maior influência da imagem corporativa ou, sendo experiente, sofre menor influência, o que a torna um caminho primário na conquista da lealdade do cliente (ANDREASSEN; LINDESTAD, 1998). A imagem corporativa é a experiência de marca resultante da soma de vários…

has as theme the study of customer’s loyalty in the phonographic market, having as its source the case of the singer Daniel. The study aims, in a generalized manner, to point out actions of brand loyalty that better adjust to the profile of the consumers of the singer Daniel. To do so, a parallel between the traditional marketing and the marketing applied to people was traced, leading then to the marketing of high visibility, the fans, and their loyalty. The last point is about the…

parts, the first one describes the sample studied and the second one identifies the correlation between Corporate Citizenship and customers’ loyalty. With the compilation of the collected data it was noticed that the studied companies were in a larger part formed by small companies and that Corporate Citizenship activities are not correlated to customers’ loyalty in the industrial food sector in the metropolitan area of Vitória, considering that statistic significance does not allow…