Aumento da fidelização no transporte marítimo no Panamá de olho no cliente
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No âmbito do transporte marítimo, os clientes podem desenvolver diferentes funções. Objetivo. Analisar a lealdade nas relações entre empresas marítimas de acordo com o tipo de cliente (importador e agente de cargas), observando as
práticas sustentáveis e o valor logístico como variáveis impulsionadoras da lealdade.
Metodologia. Uma amostra de 105 armadores panamenhos foi analisada por meio da estimação de um modelo de equação estrutural. Resultado. Fica evidente o papel mediador do valor logístico entre práticas sustentáveis e fidelização. Confirma-se a influência do tipo de cliente nos efeitos encadeados hipotéticos. Conclusões. Concluise que para os importadores a cadeia de efeitos se intensifica e que tanto o valor logístico quanto as práticas sustentáveis são bases para sustentar a estratégia de fidelização. Assim, traça-se o caminho para a manutenção de relacionamentos de longo prazo com esse tipo de cliente.
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