Valor percebido pelo cliente nas decisões de compra de móveis customizados

Abstract

Knowing the attributes that have value perceived by the customer is crucial for the success of a company. Far beyond being common information, having knowledge about the value perceived by a buyer, in relation to the product or service offered, overcomes the barrier of a simple commercial operation, making the company enter strategic areas and allows obtaining a competitive advantage. Authors, in general, describe that the perceived value is subjective and cannot be determined by a company decision, but rather from the perspective of its consumer's perception. Furthermore, the literature states that satisfaction is a direct comparison between the expectation and the perception of value, if the perceived value is higher than what he, the customer, expected to receive in one or more attributes of the product or service, there is a positive judgment of the business and therefore satisfaction. In this context, this work sought to understand the attributes that make up the perceived value of high-end custom furniture by the customer. The method was based on a questionnaire already validated in the literature and adjusted to the national reality. 101 responses were obtained, representing 51.5% of the customers who received it. The analysis in the SPSS software showed that the importance of attributes is a two-dimensional construct (Product and Facilities) and product attributes, especially quality, are more important and for these, customers would be willing to pay more. The study also observed a statistical difference between expectation and perception in all analyzed attributes, and for most respondents the difference was positive and, at the same time, it was noticed that dissatisfaction enhances the assessment of the degree of difference observed by the customer. The company's good performance, in the assessment, supports the decision of 66% of customers to do business again, which, in terms of purpose of existence, allows us to consider that the company is on a path converging with the value perceived by its customer. [resumo fornecido pelo autor]