The Impact of Global Perceived Quality on the Behaviour of Automobile’s Consumers

Gustavo Quiroga Souki; Rodrigo Luiz Pinheiro de Oliveira; Giuliana Isabella; Jersone Tasso Moreira Silva

doi:10.5585/remark.v17i3.3843

Autores

Gustavo Quiroga Souki Centro Universitário Una
Rodrigo Luiz Pinheiro de Oliveira Universidade Fumec
Giuliana Isabella Insper
Jersone Tasso Moreira Silva Universidade Fumec

DOI:

https://doi.org/10.5585/remark.v17i3.3843

Palavras-chave:

Perceived Quality. Automotive Industry. Structural Equation Modelling, Service Quality. Consumer Behaviour.

Resumo

Purpose of the study: The objective of this work was to identify the perceived quality attributes of car owners and how these attributes affect satisfaction, regret, trust, pride and, word of mouth communication.

Methodology / approach: There were two phases (qualitative and quantitative) in this study. In the qualitative phase, we conducted 20 in-depth interviews with car owners, with the purpose of identifying the perceived quality attributes by them. In the quantitative phase, we surveyed 311 owners of automobiles of different brands. For the statistical analysis, we opted to test the hypothetical model through Structural Equations Modeling (SEM).

Main results: Results show that perceived quality among automobile consumers is a multidimensional construct (status and power, handling dynamics, corporate responsibility, brand heritage, resale value, durability, internal space, and trunk capacity) and impacts on satisfaction, regret, word of mouth communication, trust, and pride.

Theoretical / methodological contributions: This research measures the perception of quality of automobiles in post-purchase situations, exploring not only attributes in service quality but also the product itself while exploring other dimensions from the quality-perception construct. Furthermore, it studied how the perception of quality affects behavioral dimensions beyond the satisfaction construct: regret, reliability, pride, and word-of-mouth communication.

Relevance / originality: This work considered both physical attributes (e.g., internal space and trunk capacity) and, intangibles (e.g., Power and Status, Brand and company's tradition) perceived by car owners. Moreover, to investigate the perception of quality in service and product at the same time is not common in consumer behavior literature.

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Biografia do Autor

Gustavo Quiroga Souki, Centro Universitário Una

Dr. Gustavo Quiroga Souki is Professor of Marketing and Strategy in the Master´s Program in Business Administration of Centro Universitário Una. He holds a PhD in Business Administration from the Federal University of Lavras, Brazil. He has published over 40 articles in academic journals and made numerous presentations at international conferences. He is Director of Souki – Research, Strategy and Marketing, where he conducts research and consulting for public and private organizations.

Rodrigo Luiz Pinheiro de Oliveira, Universidade Fumec

Ms. Rodrigo Luiz Pinheiro de Oliveira is an employee of Banco do Brasil S/A. He holds a Master in Business Administration with emphasis in Strategic Management and Marketing at the FUMEC University, Brazil. He is interested in studies about consumer behavior and neuroscience applied to marketing.

Giuliana Isabella, Insper

Dr. Giuliana Isabella is an Assistant Professor from Insper. She holds PhD in Business Administration from University of São Paulo and Master in Business Administration from Fundação Getúlio Vargas. Her interest is in studies of consumer behavior, decision-making, emotions, facial expressions, experimental psychology and neuroscience applied to marketing. She is also a member of Decision Making Group - University of São Paulo.

Jersone Tasso Moreira Silva, Universidade Fumec

Dr. Jersone Tasso Moreira Silva holds a PhD in Rural Economics from Viçosa Federal University, Emphasis in Economic Modelling. He holds Master Degree in Macroeconomics from San Diego State University. He has published over 70 articles in academic journals and made numerous presentations at conferences. He is an invited researcher at Fundação Dom Cabral and is the Director of Geyce Economic Consulting.