PERCEPÇÃO DE VALOR COMO VARIÁVEL MEDIADORA ENTRE PARTICIPAÇÃO E SATISFAÇÃO DE CLIENTES DE SERVIÇOS BANCÁRIOS: UMA ANÁLISE POR MEIO DE EQUAÇÕES ESTRUTURAIS / Perception of Value as a Mediator for Customer Participation and Customer Satisfaction in Bank Ser

Álan Andrew de Souza; Tito Luciano Hermes Grillo; Cláudio Damacena

doi:10.18593/race.v14i1.5060

Autores

Álan Andrew de Souza Banco Itaú
Tito Luciano Hermes Grillo Universidade Federal do Rio Grande do Sul
Cláudio Damacena Pontifícia Universidade Católica do Rio Grande do Sul

DOI:

https://doi.org/10.18593/race.v14i1.5060

Resumo

Apesar de representar uma variável de relevância consolidada para a disciplina e para a prática da Administração, em especial na área de marketing, a satisfação do cliente ainda envolve fenômenos que são obscuros para pesquisadores e gestores. Entre estes, cabe destaque para a relação entre a participação do cliente e a satisfação em serviços bancários. Genericamente, teoria e achados empíricos apontam para uma relação direta positiva entre os dois constructos. O interesse, neste estudo, foi avaliar se a percepção de valor poderia atuar como mediadora dessa relação. Foram, então, utilizadas técnicas de modelagem de equações estruturais para realizar o teste de mediação. Os resultados indicaram um modelo em que o efeito direto da participação sobre a satisfação é negativo e o efeito indireto é positivo. Ao final do artigo são apresentadas as implicações teóricas e gerenciais.

Palavras-chave: Participação do cliente. Satisfação do cliente. Percepção de valor. Serviços bancários. Modelagem de equações estruturais.

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