Determinantes da retenção de clientes em um ambiente de serviços de transporte rodoviário de cargas

Abstract

Customer retention is considered a competitive factor, which can boost revenue growth (billing), as well as a possible reduction of costs and a growth in profit and profitability of companies, being pointed out as a very important differential for growth of a business. Given this, it is fundamental to understand the determinants that precede customer retention, identifying the constructs that effectively stimulate it. The present study, therefore, has as central focus the proposition and the test of a Theoretical Model that includes the Trust in Management Practices and Policies (PPGs), Trust in Frontline Personnel (PLF), Use Value, Convenience, Perceived Quality and Customer Satisfaction as a Background to Customer Retention. To implement the study, a quantitative survey was be carried out, through the application of a survey among the clients (legal entity) of a company that provides road transport services, and the data will be analyzed through multivariate statistics, including the MSE - Modeling of Structural Equations, in order to test the hypothesis of research and validate the proposed Theoretical Model. The study showed a coefficient of determination of 64% of the proposed constructs that influence customer retention, providing relevant contributions in the theoretical and managerial context, for decisions related to marketing and strategic positioning of the company in relation to strategies, actions and investments focused on customer retention. Keywords: Trust. Perceived qual