A Lealdade da Geração Z ao Metro do Porto Contributo para o Desenvolvimento Regional
DOI:
https://doi.org/10.59072/rper.vi62.564Resumo
Nos últimos anos, as organizações têm demonstrado um interesse crescente no desenvolvimento de práticas de responsabilidade social (RSE). Paralelamente, os territórios procuram promover (junto dos seus cidadãos, visitantes e turistas) serviços que promovam a satisfação e lealdade e, consequentemente, um maior desenvolvimento nas regiões e comunidade. Nesta perspetiva, o presente estudo propõe um novo modelo de investigação para examinar como a RSE influencia a lealdade da Geração Z aos serviços do Metro do Porto, assim como, a sua interação com a qualidade de serviço, a imagem corporativa e a satisfação do cliente. Para responder aos objetivos da investigação recolheu-se uma amostra de 149 clientes da Geração Z e aplicou-se uma análise quantitativa através do modelo de equações estruturais. Os resultados obtidos atestam que a RSE e a qualidade do serviço exercem influência direta na satisfação e na lealdade da Geração Z ao Metro do Porto. Adicionalmente, os resultados sugerem uma relação entre o desenvolvimento regional e estratégias de sustentabilidade empresarial que integrem práticas de responsabilidade social. Enfatizam a relevância que as práticas de responsabilidade social têm para as empresas como veículo da satisfação e lealdade do cliente, sobretudo da Geração Z, a uma empresa. Numa perspetiva interdisciplinar, o presente estudo apresenta contributos para o desenvolvimento dos territórios e para o marketing (público e de lugares).
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