O compromisso como moderador da influência da satisfação e da identificação na comunicação boca a boca: uma análise junto a consumidores de alimentos orgânicos

Abstract

The aim of the study was to analyze the relations between the issues of satisfaction, commitment, identification and word of mouth. The study was based on a theoretical gap detected in the relations between these concepts and seeks to present some contributions regarding, specifically, organic food consumption. From a review of the literature, six hypotheses were made. To assess the hypotheses, field work was conducted among 134 organic food consumers in Fortaleza, Ceará state. In order to test the hypotheses, statistical regression analysis was used After the statistical analysis, the main conclusions were: (1) the relation between satisfaction and word of mouth, in the organic food sector, is partial when analyzed together with consumer identification; (2) commitment and identification are a consistent influence on word of mouth behavior; (3) there are variations in the interaction between constructs, including mediation of commitment in the relation between identification, satisfaction and word of mouth.