CISeD - Capítulo em obra internacional, como autor
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Browsing CISeD - Capítulo em obra internacional, como autor by Author "Costa, Adriano"
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- Relationship Marketing, The Way to Customer Satisfaction and LoyaltyPublication . Costa, Adriano; Antunes, JoaquimIn a highly competitive and at the same time very volatile market, it is essential for brands not only to be able to win more customers, but to keep current and profitable ones. Thus, it is imperative to develop positive relationships with customers and that they are long-term. This investigation aims to identify the factors that precede satisfaction and how it influences brand loyalty in the Portuguese market for personal hygiene products. The methodology used was based on a literature review on relationship marketing, brands, satisfaction and loyalty. Subsequently, an online survey distributed through social networks was applied. There were 608 valid responses. The results show that there are three factors that precede satisfaction and that influence it in a positive way. It was also found that there is a very strong and positive relationship between satisfaction and loyalty. Finally, the main conclusions of the work, limitations of the study and guidelines for future research are presented.
- Student Satisfaction in Polytechnic Higher Education: Assessment Model Based on the ECSI IndexPublication . Antunes, Joaquim; Costa, Adriano; Almeida, ClarindaThe assessment of student satisfaction is an integral part of the concerns of those responsible for Higher Education Institutions. Therefore, the main objective of this study is to identify the determinants of students' satisfaction in Polytechnic Higher Education. The study was based on ECSI (European Customer Satisfac-tion Index). The methodology was based on the application of a survey with a sample of 361 Polytechnic students, in order to understand which attributes stu-dents most value in a higher education institution. The results show that the at-tributes that most contribute to the students' satisfaction are, in order of im-portance, the expectations, the quality and perceived values and the image, all pre-senting statistically significant values. In turn, satisfaction is the variable that most influences loyalty, which is also influenced by image and complaint resolution. The levels of global satisfaction towards the Higher Education Institutions ana-lysed are significantly lower than the levels of other sectors, also studied in Por-tugal through this same methodology.