IDEAS home Printed from https://ideas.repec.org/a/fgv/eaerae/v43y2003i3a37421.html
   My bibliography  Save this article

Conhecendo o "valor do cliente" de um jornal on-line

Author

Listed:
  • Leão, André Luiz Maranhão de Souza
  • Mello, Sérgio Carvalho Benício de

Abstract

With the advent of Internet, a subject seems peculiar to marketing: understanding the “brand new” on-line consumer behavior. Oneway of doing such thing is to explore the customer value as means to comprehend what consumers valorize and than deliver it. Customer value is the consumer’s perception of product attributes and how these can provide benefits that help him reach his goals. The theory of means-end chains is a way of thinking systematically about this representation. The method most widely used to reach means-end chains is called laddering. A sample of 78 readers of a mainstream on-line newspaper was assessed. Its users’ main customer values offered important conclusions. It wasidentified that readers are mainly concerned about their personal objectives, interaction with others as well as interested in social matters. Based on this, managerial implications are discussed. Suggestions for future researches are also presented.

Suggested Citation

  • Leão, André Luiz Maranhão de Souza & Mello, Sérgio Carvalho Benício de, 2003. "Conhecendo o "valor do cliente" de um jornal on-line," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 43(3), July.
    • Handle: RePEc:fgv:eaerae:v:43:y:2003:i:3:a:37421
    as

    Download full text from publisher

    File URL: http://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/37421
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:fgv:eaerae:v:43:y:2003:i:3:a:37421. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Núcleo de Computação da FGV EPGE (email available below). General contact details of provider: https://edirc.repec.org/data/eagvfbr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.