CENTRALIDADE NO CLIENTE, EXPERIÊNCIA E LEALDADE EM MERCADOS CONSUMIDORES
Palavras-chave:
B2C, Centralidade no cliente, Experiência do cliente, Fidelidade, ServiçosResumo
Embora a centralidade no cliente seja amplamente discutida na literatura, pouco se sabe sobre seu impacto na fidelidade à marca. Da mesma forma, apesar da experiência do cliente ser frequentemente mencionada como uma consequência importante da centralidade no cliente, as evidências empíricas que comprovam essa relação são limitadas. Diante disso, esta pesquisa busca analisar a influência da centralidade no cliente na fidelidade à marca em mercados B2C. Para tanto, foi realizado um estudo com 379 participantes em um mercado de serviços B2C. Os dados foram analisados por meio de Modelagem de Equações Estruturais (SEM) utilizando o software AMOS 23. Os resultados indicaram que a centralidade no cliente exerce forte influência na experiência do cliente, o que, por sua vez, aumenta a satisfação e a fidelidade à marca. Isso sugere que empresas com foco no cliente têm maior capacidade de proporcionar experiências memoráveis. Este é o primeiro estudo a demonstrar empiricamente a importância da centralidade no cliente para fortalecer a fidelidade à marca. Assim, a pesquisa contribui para uma compreensão mais aprofundada da relevância da centralidade no cliente, estabelecendo bases para o desenvolvimento de novas teorias.
Referências
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
Aaker, D. A., & Joachimsthaler, E. (2000). Brand Leadership. Simon and Schuster.
Blümel, J. H., Zaki, M., & Bohné, T. (2024). Personal touch in digital customer service: A conceptual framework of relational personalization for conversational AI. Journal of Service Theory and Practice, 34(1), 33-65.
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2013). From consumer brand identification to firm profitability: Mechanisms and boundary conditions. Journal of Marketing, 77(1), 1-24.
Chinelato, F. B., Gonçalves Filho, C., & Randt, D. F. (2023). Why is sharing not enough for brands in video ads? A study about commercial video ads' value drivers. Spanish Journal of Marketing-ESIC, 27(3), 407-426.
Clark, M., & Myers, A. (2018). How customer-centric are you?. Henley Centre for Customer Management.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Damázio, L. F., Soares, J. L., Shigaki, H. B., Gonçalves, C. A., & Mesquita, J. M. C. de. (2020). Customer centricity: A bibliometric analysis of academic production. Revista de Administração da UFSM, 13, 1510–1529.
De Keyser, A., Lemon, K. N., Klaus, P., & Keiningham, T. L. (2015). A framework for understanding and managing the customer experience. Marketing Science Institute working paper series, 85(1), 15-121.
Fader, P. (2012). Customer-Centricity Focus on the Right Customers for Strategic Advantage. Wharton Digital Press.
Fader, P., & Clubb, C. (2017). Customer Centricity: Focus on the Right Customers for Strategic Advantage. Wharton Digital Press.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Fournier, S., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing, 14(5), 451-472.
Gabay, G., Moskowitz, H. R., Beckley, J., & Ashman, H. (2009). Consumer centered “brand value” of foods: Drivers and segmentation. Journal of Product & Brand Management, 18(1), 4-16.
Galbraith, J. R. (2002). Organizing to deliver solutions. Organizational Dynamics, 31, 194–207.
Gahler, M., Klein, J. F., & Paul, M. (2019). Measuring customer experiences: A text-based and pictorial scale. Paper Series, 19-119.
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2021). Retailing in the 21st century: Key themes in the future of retailing and customer experience. Journal of Retailing, 97(1), 1-6.
Gupta, S., & Lehmann, D. R. (2005). Managing Customers as Investments: The Strategic Value of Customers in the Long Run. Pearson Education.
Habel, J., Kassemeier, R., Alavi, S., Haaf, P., Schmitz, C., & Wieseke, J. (2020). When do customers perceive customer centricity? The role of a firm’s and salespeople’s customer orientation. Journal of Personal Selling & Sales Management, 40(1), 25-42.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning EMEA.
Homburg, C., Hoyer, W. D., & Stock, R. M. (2005). Customer satisfaction in industrial markets: Dimensional and multiple role issues. Journal of Business Research, 58(6), 814-823.
Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155-172.
Hughes, J., Chapnick, D., Block, I., & What, R. S. (2021). What is Customer-Centricity, and Why Does It Matter? California Management Review Insights. https://cmr.berkeley.edu/2021/09/what-is-customer-centricity-and-why-does-it-matter/
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96.
Loureiro, S. M. C., Ruediger, K. H., & Demetris, V. (2012). Brand emotional connection and loyalty. Journal of Brand Management, 20, 13-27.
Malhotra, N. K., Nunan, D., & Birks, D. F. (2017). Marketing Research: An Applied Approach (5th ed.). Pearson Education.
McGinnis, D. (2022). How To Create a Customer-Centric Experience. The Salesfoce Blog. https://www.salesforce.com/blog/how-to-create-a-customer-centric-experience/
McNeany, M. (2023). Achieving Customer-Centricity in 2023: The CMO’s To-Do List. Adversiting Week. https://advertisingweek.com/achieving-customer-centricity-in-2023-the-cmos-to-do-list/
Morgan, B. (2022). The Top 100 Most Customer-Centric Companies Of 2022. Forbes. https://www.forbes.com/sites/blakemorgan/2022/05/01/the-top-100-most-customer-centric-companies-of-2022/?sh=4564c7332b38
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill.
Panesar, J. (2022). What Does It Mean to Be Customer-Centric in a World Where Everyone Says They Are? Branding Mag. https://www.brandingmag.com/jag-panesar/what-does-it-mean-to-be-customer-centric-in-a-world-where-everyone-says-they-are/
Pina, R., & Dias, Á. (2021). The influence of brand experiences on consumer-based brand equity. Journal of Brand Management, 28, 99-115.
Pine II, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
Rather, R. A., Hollebeek, L. D., & Rasoolimanesh, S. M. (2022). First-time versus repeat tourism customer engagement, experience, and value cocreation: An empirical investigation. Journal of Travel Research, 61(3), 549-564.
Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46-54.
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105-111.
Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
Reinartz, W., & Kumar, V. (2016). The Customer Relationship Management Process: Its Measurement and Impact on Performance. Journal of Marketing Research, 69(4), 138-155.
Reinartz, W., Thomas, J. S., & Kumar, V. (2004). Customer lifetime value, customer satisfaction, and loyalty: A theoretical and empirical analysis. Journal of Service Research, 7(4), 365-377.
Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2004). Customer-centered brand management. Harvard Business Review, 82(9), 110-118.
Shah, D., Rust, R. T., Parasuraman, A., Staelin, R., & Day, G. S. (2006). The path to customer centricity. Journal of Service Research, 9(2), 113-124.
Sheng, M. L., & Teo, T. S. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of Information Management, 32(2), 139-146.
Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000). The antecedents and consequences of customer-centric marketing. Journal of the Academy of Marketing Science, 28, 55-66.
Srivastava, R. K., Shervani, T. A., & Fahey, L. (2001). Market-Based Assets and Shareholder Value: A Framework for Analysis. Journal of Marketing, 62(1), 2-18.
Stein, A., & Ramaseshan, B. (2020). The customer experience–loyalty link: Moderating role of motivation orientation. Journal of Service Management, 31(1), 51-78.
Trujillo-Torres, L., Anlamlier, E., Mimoun, L., Chatterjee, L., & Dion, D. (2024). Access-based customer journeys. Journal of the Academy of Marketing Science, 52(1), 24-43.
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A. L., Tsiros, M., & Schlesinger, L. A. (2009). Creating value through customer engagement. Journal of Marketing, 73(5), 76-89.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
Downloads
Publicado
Edição
Seção
Licença
Copyright (c) 2025 Revista de Administração FACES Journal
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Declaro que o presente artigo é original, não tendo sido submetido à publicação em qualquer outro periódico nacional ou internacional, quer seja em parte ou em sua totalidade. Declaro, ainda, que uma vez publicado na Revista FACES, editada pela Universidade FUMEC, o mesmo jamais será submetido por mim ou por qualquer um dos demais co-autores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais co-autores, porventura existentes, cedo os direitos autorais do referido artigo à Universidade Fumec e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorias (Nº9609, de 19/02/98).
A Revista de Administração FACES Journal é licenciada sob Licença Creative Commons Atribuição-NãoComercial-SemDerivações 4.0 Internacional.
