Mensurando moderações: uma pesquisa transcultural e comparativa no consumo de serviços entre brasileiros e canadenses

Marcio de Oliveira Mota

Resumo


Este estudo tem como objetivo analisar os benefícios relacionais e seus consequentes em consumidores brasileiros e canadenses por meio da moderação de idiossincrasias culturais. O estudo compreendeu uma pesquisa descritiva de natureza quantitativa. A pesquisa de campo foi realizada junto a 297 brasileiros e 207 canadenses. Os dados foram submetidos a testes estatísticos por meio de MANOVA, correlação canônica e moderações no intuito de testar a técnica proposta. Houve ainda contribuições metodológicas por meio do desenvolvimento de scripts computacionais que apoiaram na identificação do poder e da direção de cada construto estudado nas regressões. Por meio de análises comparativas, há indícios de que os brasileiros são mais exigentes na avaliação de serviços. Por ainda serem culturalmente com maior distância do poder, pode-se indicar que lhes oferecer tratamentos especiais é um importante fator de elevação na satisfação com os empregados. Por outro lado, quando os canadenses recebem esses benefícios em oposição aos demais há um sentimento de que esses privilégios e “jeitinhos” não deveriam ser apenas a alguns, tornando a oferta do serviço desigual em uma sociedade mais igualitária. Os resultados poderão ser úteis no estreitamento de laços comerciais entre o Brasil e o Canadá.


Palavras-chave


Pesquisa Transcultural; Marketing de Relacionamento; Serviços; Comportamento do Consumidor

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DOI: http://dx.doi.org/10.18568/1980-4865.9239-58

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