v. 11 n. 1 (2017), COMPETITIVIDAD LOCAL Y GLOBAL, Y PRODUCTIVIDAD E INNOVACIÓN TECNOLÓGICA
v. 11 n. 1 (2017)

O MARKETING DE RELACIONAMENTO E AS RELAÇÕES ENTRE EXPERIÊNCIA, SATISFAÇÃO, CONFIANÇA E COMPROMISSO, FAVORECEM A LEALDADE DE MARCAS PRÓPRIAS EM SUPERMERCADOS

COMPETITIVIDAD LOCAL Y GLOBAL, Y PRODUCTIVIDAD E INNOVACIÓN TECNOLÓGICA
Publicado 2017-02-04
Allan Carlos Alves
Universidade Estadual da Paraíba - UEPB
http://orcid.org/0000-0002-3434-8182
Cidoval Morais de Sousa
Universidade Estadual da Paraíba - UEPB Campus I
Ângela Maria Cavalcanti Ramalho
Universidade Estadual da Paraíba - UEPB Campus I
Sandra Sereide Ferreira da Silva
Universidade Estadual da Paraíba - UEPB, Brasil
Ricardo Ferreira Dantas
Universidade Estadual da Paraíba - UEPB, Brasil

Resumo

O presente artigo tem como objetivo analisar se a satisfação dos clientes de marcas próprias decorrentes a partir da experiência, da confiança e do compromisso da marca, favorecendo a lealdade, a partir de uma perspectiva do Marketing de Relacionamento e consequentemente, a aceitação da marca em supermercados no município de Campina Grande, Paraíba. O estudo é transversal, conduzido mediante pesquisa de campo com 823 clientes. A análise de medição, deu-se com análise fatorial exploratória e a validação da confiabilidade pelo fator de alfa Cronbach. De acordo com os resultados, a gestão adequada de produtos de marcas próprias favorece a aceitação desses produtos ao público consumidor, pois corroboram no amadurecimento dos clientes, tornando-os experientes em comprar produtos de marca própria. 

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