TORRES, B. C. O.; http://lattes.cnpq.br/8831315216474995; TORRES, Bianca Caroline Oliveira.
Resumen:
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.
