Avaliação da satisfação e fidelização nas editoras universitárias na ótica das livrarias.

Abstract

The university presses have been seeking recognition in the area of university books. Accordingly, the study aimed to analyse the perception of commercial and university bookstores in relation to product satisfaction "book" and the services offered and the influence actions that loyal. The data collection of the research was through a questionnaire, it sought to define the profile of the clients and assess satisfaction and the importance of loyalty factors. The first stage of the study was a literature search, in which several sources have been analysed to build the theoretical foundation and the use of critical incident. In the second stage, 200 questionnaires were sent, via email, to the two customer segments: commercial bookstores, and university bookstores. The sample was characterized as not probabilistic and by convenience. The structure of the satisfaction survey was arranged by 39 variables and five dimensions of satisfaction, which remained after applying the varimax rotation with Kaiser normalization. The indicators with factor loadings less than 0.60 were excluded from the analysis. This ordering of variables provided good value for Cronbach's Alpha of 0.929. The result of the factorial analysis explained 72.15% of satisfaction of university bookstores and commercial, through the five factors confirmed. It was used the grouping analysis by Ward method, which resulted in the formation of four clusters with significantly different characteristics. Through regression method, Stepwise technique, it was examined the contribution of each variable to the model, and the result displayed admitted the significance of the proposed model, indicating the existence of a statistically significant relationship between the independent variables and the dependent variable. The independent variables explained 57.20% of the dependent variable: overall satisfaction. And, there is the influence of three factors: promotion, place and product. Therefore, the model, after analysis, proved to be adjusted to measure and evaluate the level of satisfaction. The means that most influence the communication of university presses for release the product, were highlighted: websites, personalized email, social networks, mailing lists. After analyzing the data, it was concluded that the bookstores demonstrated strong point satisfaction with the product, while the factor promoting realized the need to adopt new shares. The actions identified as most important in customer loyalty of university presses were: the product, the consumer demand, the availability of information about the product / book, customer relationship, compliance, credibility, flexibility, time, logistics and price.