Consumidores satisfeitos, e então? Analisando a satisfação como antecedente da lealdade

Juliano Aita Larán and Francine da Silveira Espinoza

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2004, vol. 8, issue 2, 51-70

Abstract: In search of deepening the knowledge on the relationship between consumer satisfaction and loyalty, we conducted a field experiment. The article presents the theoretical basis supporting the proposed relationship, as well as a research method in which consumer's satisfaction judgment was processed right after the consumption of the product, proportioning a more precise judgment and better variables measurement. Results indicate a positive relationship between the two variables and a considerable amount of loyalty's variance is explained by satisfaction, contributing to advancing investigations on the consequences of satisfaction and loyalty formation.

Date: 2004
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