O Impacto da Qualidade Percebida no Posicionamento da Marca das Seguradoras em Portugal
O Impacto da Qualidade Percebida no Posicionamento da Marca das Seguradoras em Portugal
Esta investigação enquadra-se nos objetivos da Agenda ONU 2030 para o “Desenvolvimento Sustentável” que incluem o reforço da capacidade das seguradoras para “fornecerem serviços de seguros para todos”. A operacionalização do Posicionamento de Marca (PM) tem sido ambígua, inconsistente e subutilizada. Através de revisão de literatura, foi identificada como lacuna de investigação o desconhecimento do impacto da qualidade percebida pelos consumidores no PM das seguradoras. Foi operacionalizada uma lente multiteórica com o objetivo de explorar a qualidade percebida pelos consumidores na formação do PM das seguradoras. Em termos metodológicos, realizou-se um estudo quantitativo a partir de um questionário aplicado a 700 consumidores de seguros, em Portugal, entre Dez23-Fev24. Foi solicitado aos consumidores que indicassem espontaneamente quais os atributos que mais valorizam nas seguradoras. Numa segunda parte, foi questionada a perceção dos consumidores acerca de atributos das marcas especificados na literatura relativos à “qualidade percebida” e ao “valor percebido”. Através de PLS-SEM foi possível analisar e validar que a “qualidade percebida” tem um efeito positivo e significativo no PM das seguradoras, contrariamente ao “valor percebido” das marcas. Através de NVIVO, foi possível identificar os atributos mais relevantes para os consumidores, relativos à dimensão “qualidade percebida” das seguradoras: “boas coberturas nas apólices”, “rapidez nos serviços”, “atendimento eficaz” e “oferta variada de seguros”. Conclui-se que, se as seguradoras concentrarem os seus investimentos/esforços nos atributos mais valorizados pelos consumidores relativos à qualidade percebida, conseguirão detetar e reduzir eventuais gaps prejudiciais entre o PM percecionado pelos consumidores e PM pretendido pelas seguradoras.
Atributos das Marcas, Posicionamento das Marcas, Qualidade Percebida, Seguradoras.
Rodrigo Costa Gomes is a PhD candidate (MSc.) in Management at the University of Évora, Portugal. He is a Guest Assistant Professor of Branding and Marketing at the University of Beira Interior, Covilhã, Portugal. He is also Regional Director of an Insurance Company in Portugal.
Marta da Conceição Cruz Silvério has received a PhD in Management from the University of Évora, Portugal. She is currently an Assistant Professor in the Department of Management at the University of Évora – Portugal and a researcher at CEFAGE.
Pedro Mota Veiga received his PhD in Management from the University of Beira Interior, Portugal. He is currently an Associate Professor at the University of Maia and collaborates as a Researcher at NECE and with the University of Beira Interior.
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