Publicado

2017-04-07

The effects of brand experiences on quality, satisfaction and loyalty: an empirical study in the telecommunications multiple-play service market

EFECTOS DE LAS EXPERIENCIAS DE MARCA EN LA CALIDAD, LA SATISFACCIÓN Y LA LEALTAD: ESTUDIO EMPÍRICO EN EL SECTOR DE SERVICIOS MÚLTIPLES DE TELECOMUNICACIONES

EFEITOS DAS EXPERIÊNCIAS DE MARCA NA QUALIDADE, NA SATISFAÇÃO E NA LEALDADE: ESTUDO EMPÍRICO NO SETOR DE SERVIÇOS MÚLTIPLOS DE TELECOMUNICAÇÕES

DOI:

https://doi.org/10.15446/innovar.v27n64.62366

Palabras clave:

Brand experience, loyalty, satisfaction, trust, service quality, multiple-play (en)
experiencia de marca, lealtad, satisfacción, confianza, calidad del servicio, servicios múltiples (es)
experiência de marca, lealdade, satisfação, qualidade do serviço, serviços múltiplos (pt)

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Autores/as

This article seeks to add to the body of knowledge on the role played by brand experience and its relationship with satisfaction, trust and service quality in the development of loyalty. Structural Equation Modelling (SEM) is used to analyze 690 telecommunications multiple-play users in the Portuguese telecommunications market. Our conclusions show that brand experiences can be used to generate loyalty, trust and quality perceptions; although satisfaction was confirmed to be the main loyalty predictor, service quality has an important indirect effect. In order to build customer loyalty, marketers must manage brand experiences, service quality, satisfaction and trust. Brand experiences can be explored as a way to differentiate services, to change customers' perceptions toward a brand and, ultimately, lead to customer retention. Furthermore, providing reliable services is of the utmost importance for service providers.

Este artículo busca contribuir al acervo de conocimiento sobre el papel de la experiencia de marca y su relación con la satisfacción, la confianza y la calidad en el servicio en la consolidación de lealtad hacia la marca. A través de modelos de ecuaciones estructurales se estudiaron 690 usuarios de servicios múltiples dentro del mercado portugués de las telecomunicaciones. Los resultados obtenidos por los autores muestran que las experiencias de marca pueden ser empleadas para generar percepciones de lealtad, confianza y calidad; y que a pesar de que la satisfacción se establece como el principal indicador de lealtad, la calidad en el servicio tiene un efecto indirecto importante. Con el fin de obtener la lealtad del cliente, los mercadólogos deben gestionar experiencias de marca, la calidad en el servicio, la satisfacción y la confianza. En este sentido, las experiencias de marca pueden ser abordadas como una manera de diferenciar servicios, cambiar las percepciones de los clientes hacia una marca y, en definitiva, conducir a la fidelización de clientes. Se señala además que la prestación de servicios confiables es de suma importancia para los proveedores de servicios.

Este artigo busca contribuir para o acervo de conhecimento sobre o papel da experiência de marca e sua relação com a satisfação, a confiança e a qualidade no serviço na consolidação da lealdade à marca. Por meio de modelos de equações estruturais, foram estudados 690 usuários de serviços múltiplos dentro do mercado português das telecomunicações. Os resultados obtidos pelos autores mostram que as experiências de marca podem ser empregadas para gerar percepções de lealdade, confiança e qualidade, e que, apesar de que a satisfação se estabeleça como o principal indicador de lealdade, a qualidade no serviço tem um efeito indireto importante. A fim de obter a lealdade do cliente, os mercadólogos devem administrar experiências de marca, a qualidade no serviço, a satisfação e a confiança. Nesse sentido, as experiências de marca podem ser abordadas como uma maneira de diferenciar serviços, mudar as percepções dos clientes a uma marca e, em definitiva, conduzir à fidelização de clientes. Além disso, indica-se que a prestação de serviços confiáveis é de suma importância para os fornecedores de serviços.

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Carrizo Moreira, A., Freitas, P. M., & Ferreira, V. M. (2017). EFECTOS DE LAS EXPERIENCIAS DE MARCA EN LA CALIDAD, LA SATISFACCIÓN Y LA LEALTAD: ESTUDIO EMPÍRICO EN EL SECTOR DE SERVICIOS MÚLTIPLES DE TELECOMUNICACIONES. Innovar, 27(64), 23-36. https://doi.org/10.15446/innovar.v27n64.62366

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