CENTRALIDADE NO CLIENTE, EXPERIÊNCIA E LEALDADE EM MERCADOS CONSUMIDORES
Keywords:
B2C, Centralidade no cliente, Experiência do cliente, Fidelidade, ServiçosAbstract
Although customer centricity is widely discussed in the literature, little is known about its impact on brand loyalty. Similarly, although customer experience is often mentioned as an important consequence of customer centricity, empirical evidence supporting this relationship is limited. Given this, this research seeks to analyze the influence of customer centricity on brand loyalty in B2C markets. To this end, a study was conducted with 379 participants in a B2C services market. The data were analyzed through Structural Equation Modeling (SEM) using AMOS 23 software. The results indicated that customer centricity exerts a strong influence on customer experience, which in turn increases satisfaction and brand loyalty. This suggests that customer-centric companies are better able to provide memorable experiences. This is the first study to empirically demonstrate the importance of customer centricity in strengthening brand loyalty. Thus, the research contributes to a deeper understanding of the relevance of customer centricity, establishing the basis for the development of new theories.
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