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https://www.prod.org.br/article/doi/10.1590/S0103-65132013005000038
Production
Article

Modelagem robusta para a satisfação de clientes de serviços

Tinoco, Maria Auxiliadora C.; Ribeiro, José Luis D.

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Abstract

O presente artigo apresenta a proposição de uma abordagem robusta para a modelagem da satisfação de clientes de serviços. A abordagem robusta representa uma extensão da abordagem proposta por Tinoco e Ribeiro (2007), através da inclusão de estatísticas robustas que podem representar adequadamente as relações causais que envolvem a satisfação de clientes de serviços, mesmo na presença de respondentes inconsistentes. Os procedimentos robustos permitem identificar esses respondentes inconsistentes e atribuir uma ponderação em função da concordância de cada questionário em relação ao conjunto das observações. A modelagem proposta é apresentada e testada através da construção de um modelo geral de satisfação de clientes de serviços. Para isso, foram avaliados 12 segmentos de serviços escolhidos para o estudo por contemplarem diferentes categorias de serviços, no que se relaciona a grau tangibilidade e grau de contato e de envolvimento do cliente. A abordagem robusta permitiu confirmar a maioria das relações significativas entre determinantes da satisfação obtidas a partir da abordagem tradicional proposta por Tinoco e Ribeiro (2007) e, além disso, incorporar ao modelo outra relação significativa que não seria considerada a partir da técnica tradicional.

Keywords

Modelagem robusta. Satisfação de clientes. Serviços

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