Revista Reuna
THE ROLE OF PERCEIVED VALUE AND TRUST TO RAISE CONSUMER SATISFACTION: AN ANALYSIS IN THE MOBILE TELEPHONY SECTOR
Resumo
Today, with globalization and high competition, companies are increasingly seeking to approach their customers seeking to provide value, confidence and satisfaction. Thus, for the development of this research, the influence of perceived value, of trust on satisfaction, was analyzed. For that, a quantitative research was carried out, through the implementation of a survey. The analysis of the results was done through multivariate statistics, using the Structural Equation Modeling technique to observe and analyze the elements that make up the object under study, besides the test of the hypotheses raised. The sample consisted of 285 mobile telephony clients. The results showed that perceived value and trust have a positive and direct effect on consumer satisfaction.
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