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Authors

  • Lilian Lemos Universidade do Triângulo
  • Silvio Popadiuk Universidade Presbiteriana Mackenzie
  • Alexander Berndt Universidade de São Paulo

Abstract

The subject of this paper is concerned to theoretical considerations about loyalty. It presents important issues necessary to maintain and/or reinforce loyalty. Besides, it shows a model which allows joining some variables aiming the construction of a multidimensional concept of loyalty. It is illustrated with a descriptive research carried out in the city of Araxá, Minas Gerais. The sample was probabilistic and 221 consumers were interviewed in January 2000.

KEYWORDS: Marketing one-to-one, loyalty, retail, utilities.

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Author Biographies

Lilian Lemos, Universidade do Triângulo

Mestre em Administração pela UNIT – Universidade do Triângulo. Professora de Administração Mercadológica, Comunicação Empresarial, Tópicos especiais de Marketing da Universidade do Triângulo

Silvio Popadiuk, Universidade Presbiteriana Mackenzie

Professor do Programa de Pós-Graduação em Administração de Empresas de Universidade Presbiteriana Mackenzie, ministrando disciplinas relacionadas com Pesquisa de Marketing, Sistemas de Informações e Metodologia do Trabalho Científico

Alexander Berndt, Universidade de São Paulo

Doutorado em Administração de Empresas pela Faculdade de Economia Administração e Contabilidade da USP; Fundador da ANGRAD – Associação Nacional dos Cursos de Graduação em Administração Diretor-presidente da Ad Homines

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Published

2008-06-25

Issue

Vol. 2 No. 1 (2001)

Section

Presentation

License

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