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Regulation and Welfare: Determinantes da escolha de canais pelo cliente corporativo: um estudo do mercado industrial de Tecnologia da Informação

Author

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  • Guilherme Soares
  • Adriana Bruscato Bortoluzzo
  • Henrique Machado Barros

Abstract

A partir de um survey de 505 clientes corporativos do mercado industrial de tecnologia da informação, este artigo analisa, com base no modelo estatístico logit, se os fatores lealdade, confiança, importância do cliente, intimidade entre cliente e fornecedor, e custo de troca de fornecedores podem afetar a escolha do canal de marketing pelo cliente. Os resultados revelaram que os fatores ‘importância do cliente’ e ‘intimidade’ levam os clientes a terem preferência pelo atendimento direto do fabricante. Por sua vez, os demais fatores não foram identificados como (estatisticamente) determinantes para a escolha do canal de marketing. Isso sugere que o desenvolvimento de atributos do relacionamento pode depender de características específicas do canal.

Suggested Citation

  • Guilherme Soares & Adriana Bruscato Bortoluzzo & Henrique Machado Barros, 2011. "Regulation and Welfare: Determinantes da escolha de canais pelo cliente corporativo: um estudo do mercado industrial de Tecnologia da Informação," Business and Economics Working Papers 117, Unidade de Negocios e Economia, Insper.
    • Handle: RePEc:aap:wpaper:117
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