Influência da lealdade e seus antecedentes no Marketing de Relacionamento: o caso de uma oficina de lanternagem e pinturas automotivas.

Abstract

This article aims to analyze, from a perspective of clients and brokers, how a company and its antecedents influence relationship marketing in the segment of automotive repairs. The basis of the research results was based on Reichelt's theoretical model of Behavioral Intentions (2012), which are: Perceived Value and Satisfaction. Already for the category of loyalty was used to Net Promoter Score (NPS). This is a case study in a workshop of paintings and lighting in the city of Campina Grande - PB, using a mixed approach of research. Qualitative interviews, document analysis and participant observation were conducted. The questionnaire is already made up of 131 insurance clients and 27 automotive insurance brokers. The event data leads to the perception that the influence is not directly related to marketing and that its use is not analyzed if there are more positive results to develop the loyalty of the brokers than to certain type of information. control of those aspects. Finally, the relevance of a relationship in which the benefits are most evident and the importance of inserting the perception of all involved is highlighted.