Service Retail Results Assessment from the Consumer’s Point of View

ABSTRACT This study aims at assessing the connection between financial results and non-financial assessments from the consumer’s point of view, considering Brazil’s mobile phone context. According to consumer relationship theory, higher profits are to be expected from satisfied customers, from those who tend towards long-term use of company services. Therefore, non-financial assessments such as satisfaction, commitment, trust and loyalty were correlated to financial results, according to consumption information reported by consumers themselves. Altogether, 493 cases were investigated in a non-probabilistic sample of customers belonging four different mobile phone operators. The relationship quality assessment model was confirmed, although the expected connection between satisfaction, loyalty and financial results was not observed. Results obtained suggest sector-specific assessments, in which mobile phone user behavior is not revealed in a linear way. Findings suggest new perspectives for relationship quality analysis applied to customers within growing markets that harbor a wide range of offers amongst competitors.摘要：本研究结合巴西移动通讯市场场景，旨在评估消费者视角下财务业绩与非财务评价之间的关联。根据消费者关系理论（Consumer Relationship Theory），满意的客户以及倾向于长期使用企业服务的客户，理应带来更高利润。本研究基于消费者自行报告的消费信息，将满意度、顾客承诺（Customer Commitment）、信任与忠诚等非财务评价指标与财务业绩进行关联分析。本次研究选取来自4家不同移动运营商的客户作为非概率抽样样本，共调研493份有效案例。尽管未观测到预期中满意度、顾客忠诚与财务业绩之间的关联，但本研究验证了关系质量评价模型（Relationship Quality Assessment Model）的适用性。研究结果表明，该行业存在特定的评价逻辑，移动通讯用户的行为并非呈线性关联。本研究发现为竞争环境中服务品类丰富的成长型市场客户的关系质量分析提供了全新视角。