UMA ANÁLISE DO BARÔMETRO DE SATISFAÇÃO NORUEGUÊS NO CONTEXTO SUPERMERCADISTA BRASILEIRO

SLONGO, LUIZ ANTONIO; VIEIRA, VALTER AFONSO

doi:10.1590/1678-69712007/administracao.v8n3p173-194

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Artigos • RAM, Rev. Adm. Mackenzie 8 (3) • 2007 • https://doi.org/10.1590/1678-69712007/administracao.v8n3p173-194 copiar

UMA ANÁLISE DO BARÔMETRO DE SATISFAÇÃO NORUEGUÊS NO CONTEXTO SUPERMERCADISTA BRASILEIRO

Autoria SCIMAGO INSTITUTIONS RANKINGS

RESUMO

Muitos barômetros de satisfação de consumidor foram propostos pela literatura. Porém, um dilema é que a validade, a confiança e os métodos que avaliam a satisfação de cliente continuam em processo de adapatação e melhoria com o passar do tempo. Assim, este artigo tenta entender as modificações e melhorias propostas pelo novo NCSB (Barômetro de Satisfação) no Brasil. O novo NCSB é considerado um dos últimos barômetros de satisfação projetado pela literatura. Os resultados, obtidos de uma amostra do setor supermercadista e analisados via modelagem de equações estruturais, mostraram suporte para sete de doze hipóteses sugeridas pelo modelo. Conclusões e comentários gerais finalizam o trabalho.

PALAVRAS-CHAVE:
Satisfação; Lealdade; Barômetros; Supermercados; Modelos

VARIABLES BEFORE EFA	DIMENSIONS AFTER EFA	CONSTRUCT	KMO	BARTLETT (P < 0.01)	ALPHA (α)	VE%
4	1	Image	0.85	.000	0.911	78
4	1	Affective	0.80	.000	0.856	70
2	1	Complain	0.50	.000	0.700	77
3	1	Satisfaction	0.70	.000	0.843	76
2	1	Loyalty	0.50	.000	0.747	80
18	3	Quality	0.94	.000	0.940	58^* * The first dimension only, adding the second dimension = 66%, and the third dimension = 72%.
2	1	Calculative	0.50	.000	0.420	63
3	2	Price	0.48	.000	0.843	57^ The first dimension, adding the second dimension = 91%.

MEASURE	CR	AVE	MEAN	IMAGE	AFFECTIVE	COMP.	SAT.	LOY.	QUAL.	PRICE
Image	0.92	0.74	7.5123	1
Affective	0.86	0.61	6.5834	.646	1
Complaint	^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed).	^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed).	7.4813	.533	.768	1
Satisfaction	0.86	0.68	7.0431	.769	.818	.772	1
Loyalty	^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed).	^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed).	6.1356	.587	.761	.680	.742	1
Quality 0.90 0.59 7.3123 .596 .717 .842 .779 .630 1	0.90	0.59	7.3123	.596	.717	.842	.779	.630	1
Price ^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed). ^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed). 6.6565 .598 .693 .676 .749 .641 .615 1	^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed).	^* * construct with less then 3 indicators in CFA; mean of a sca le of 10 points. All correlations are significant at the p < 0.01 level (2-tailed).	6.6565	.598	.693	.676	.749	.641	.615	1

HYPOTHESIS	β	β STANDARD.	T-VALUE	ERROR	p	HYPOTHESIS
Satisfaction → Image	0.752	0.769	19.322	0.039	0.000	H1: supported
Satisfaction → Loyalty	0.317	0.237	2.617	0.121	0.009	H7: supported
Satisfaction → Affective	0.890	0.818	22.862	0.039	0.000	H10: supported
Price → Loyalty	0.114	0.096	1.599	0.072	0.110*	H6: not supported
Price → Satisfaction	0.345	0.386	8.794	0.039	0.000	H5: supported
Image → Loyalty	0.048	0.035	0.572	0.083	0.568*	H2: not supported
Complain → Loyalty	0.144	0.114	1.712	0.084	0.087*	H4: not supported
Complain → Satisfaction	0.178	0.188	2.930	0.061	0.003	H3: supported
Affective → Loyalty	0.489	0.398	5.493	0.089	0.000	H8: supported
Quality → Satisfaction	0.370	0.383	6.381	0.058	0.000	H12: supported

ANTECEDENTS	CONSTRUCT-ENDOGENOUS	R²
Handling complain, Quality and Price	→ Satisfaction	0.733
Satisfaction	→ Affective Commitment	0.670
Satisfaction and Affective commitment	→ Loyalty	0.626
Satisfaction	→ Image	0.591

CONSTRUCT-ENDOGENOUS	AIRLINES	BANKS	BUSES	GAS STATIONS	TRAINS
Satisfaction	0.530	0.564	0.564	0.491	0.531
Affective Commitment	0.275	0.425	0.199	0.244	0.224
Calculative Commitment	0.024	0.071	0.069	0.059	0.074
Loyalty	0.625	0.622	0.463	0.563	0.587

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[TFN1] ^*
The first dimension only, adding the second dimension = 66%, and the third dimension = 72%.

[TFN2] ^**
The first dimension, adding the second dimension = 91%.