O efeito mediador da comunicação integrada de marketing na relação entre orientação para o cliente e desempenho financeiro
DOI:
https://doi.org/10.5585/2025.23815Palavras-chave:
Comunicação integrada de marketing, Orientação para o cliente, Desempenho financeiro, MarketingResumo
No contexto de pequenas e médias empresas de serviços (PMEs) que atuam no Brasil, esta pesquisa investigou a combinação entre orientação para o cliente e comunicação integrada de marketing (CIM).
Objetivo do estudo: Verificar o efeito mediador da CIM na relação entre orientação para o cliente e o desempenho financeiro em PMEs do setor de serviços do Brasil.
Metodologia: Foi realizada uma pesquisa quantitativa por meio de survey. O instrumento de coleta de dados foi um questionário estruturado, composto por escalas dos construtos estudados e direcionado a proprietários ou gestores de marketing das PMEs mencionadas. Foram coletadas 181 respostas válidas. A análise dos dados foi realizada utilizando o software SPSS, enquanto a Modelagem de Equações Estruturais foi feita com o SmartPLS, visando testar as hipóteses da pesquisa.
Resultados principais: Foi identificada uma influência parcial da CIM na relação entre a orientação para o cliente e o desempenho financeiro. Isso indica que empresas orientadas para o cliente que utilizam adequadamente a CIM tendem a obter melhores resultados em indicadores financeiros.
Contribuições teóricas/metodológicas: Trazendo uma relação direta não encontrada entre dois construtos relevantes para o marketing, o estudo busca contribuir com metodologias de pesquisa em administração, ressaltando a relevância de se trabalhar com métodos quantitativos em marketing estratégico. Além disso, busca fornecer contribuições práticas para a gestão e o corporativo em PMEs de serviços.
Relevância/originalidade: A pesquisa integra, em um único modelo quantitativo, os construtos de orientação para o cliente e CIM, buscando verificar suas influências mútuas.
Downloads
Traduções deste artigo
Referências
Appiah-Adu, K.; Singh, S. Customer orientation and performance: A study of SMEs. Management Decision, v. 36, n. 6, p. 385-394, 1998. https://www.emerald.com/insight/content/doi/10.1108/00251749810223592/full/html https://doi.org/10.1108/00251749810223592
Babu, M. M. Impact of firm’s customer orientation on performance: the moderating role of interfunctional coordination and employee commitment. Journal of Strategic Marketing, v. 26, n. 8, p. 702-722, 2018. https://www.researchgate.net/publication/320171553_Impact_of_firm's_customer_orientation_on_performance_the_moderating_role_of_interfunctional_coordination_and_employee_commitment 10.1080/0965254X.2017.1384037
Brady, M. K.; Cronin Jr, J. J. Customer Orientation Effects on Customer Service Performance and Outcomes Behaviors. Journal of Service Research, v. 3, n. 3, p. 241-251, 2001. https://journals.sagepub.com/doi/abs/10.1177/109467050133005 https://doi.org/10.1177/109467050133005
Butkouskaya, V.; Llonch-Andreu, J.; Alarcón-Del-Amo, M. del C. Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context. Sustainability, v. 12, n. 17, p. 1-18, 2020. https://www.mdpi.com/2071-1050/12/17/7159 https://doi.org/10.3390/su12177159
Creswell, J. Projeto de pesquisa: métodos qualitativo, quantitativo e misto. 2. ed. Porto Alegre: Bookman, 2010.
Duralia, o. Integrated Marketing Communication and its Impact on Customer Behavior. Studies in Business and Economics, v. 13, n. 2, p. 92-102, 2018. https://sciendo.com/article/10.2478/sbe-2018-0022
Finne, A.; Gronroos, C. Communication-in-use: customer-integrated marketing communication. European Journal of Marketing, v. 51, n. 3, p. 445-463, 2017. https://www.emerald.com/insight/content/doi/10.1108/ejm-08-2015-0553/full/html https://doi.org/10.1108/EJM-08-2015-0553
Furoudi, P.; Dinnie, K.; Kitchen, P. J.; Melewar, T. C.; Foroudi, M. M. IMC antecedents and the consequences of planned brand identity in higher education. European Journal of Marketing, v. 51, n. 3, p. 528-550, 2017. https://www.emerald.com/insight/content/doi/10.1108/ejm-08-2015-0527/full/html
Hair Jr, J.; Anderson, R.; Tatham, R.; Black, W. Multivariate data analysis. 7. ed. Upper Saddle River, New Jersey: Prentice Hall Publisher, 2010.
Hair Jr, J.; Gabriel, M. L. D. S.; Patel, V. K. Modelagem de Equações Estruturais Baseada em Covariância (CB-SEM) com AMOS: Orientações Sobre a sua Aplicação como uma Ferramenta de Pesquisa da Marketing. ReMark – Revista Brasileira de Marketing, v. 13, n. 2, 2014. https://periodicos.uninove.br/remark/article/view/12031
Hair JR, J. F.; Hult, T. M.; Ringle, C. M.; Sarstedt, M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2 ed. Los Angeles: SAGE, 2017.
Khoa, B. T. The Impact of Chatbots on the Relationship between Integrated Marketing Communication and Online Purchase Behavior in the Frontier Market. Journal The Messenger, v. 13, n. 1, p. 19-32, 2021. https://www.researchgate.net/publication/354482133_The_Impact_of_Chatbots_on_the_Relationship_between_Integrated_Marketing_Communication_and_Online_Purchasing_Behavior_in_The_Frontier_Market 10.26623/themessenger.v13i1.2439
Kliatchko, J. Towards a new definition of Integrated Marketing Communications (IMC). International Journal of Advertising, v. 24, n. 1, p. 7-34, 2005. https://www.researchgate.net/publication/233894941_Towards_a_new_definition_of_Integrated_Marketing_Communications_IMC 10.1080/02650487.2005.11072902
Kliatchko, J. G. Revisiting the IMC construct: A revised definition and four pillars. International Journal of Advertising, v. 27, n. 1, p. 133-160, 2008. https://www.researchgate.net/publication/299023779_Revisiting_the_IMC_construct_-_A_revised_definition_and_four_pillars 10.1080/02650487.2008.11073043
Kotler, P.; Keller, K. L. Administração de Marketing. 12ª ed. São Paulo: Prentice-Hall, 2006.
Madhavaran, S.; Badrinarayanan, V.; Mcdonald, R. E. Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy. Journal of Advertising, v. 34, n. 4, p. 69-80, 2005. https://www.researchgate.net/publication/261626449_Integrated_Marketing_Communication_IMC_and_Brand_Identity_as_Critical_Components_of_Brand_Equity_Strategy 10.1080/00913367.2005.10639213
Malhotra, N. K.; Birks, D. F. Marketing research: An applied approach. Pearson Education, 2007.
Meng, J.; Berger, B. K. Measuring return on investment (ROI) of organization’s internal communication efforts. Journal of Communication Management, v. 16, n. 4, p. 332-354, 2012. https://www.researchgate.net/publication/263270964_Measuring_return_on_investment_ROI_of_organizations'_internal_communication_efforts 10.1108/13632541211278987
Mihart, C. Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process. International Journal of Marketing Studies, v. 4, n.2, p. 121-129, 2012. https://www.researchgate.net/publication/267422434_Impact_of_Integrated_Marketing_Communication_on_Consumer_Behaviour_Effects_on_Consumer_Decision_-_Making_Process 10.5539/ijms.v4n2p121
Narver, J.C.; Slater, S.F. The effect of a market orientation on business profitability. Journal of Marketing, v.54, p.20-35, October 1990. https://journals.sagepub.com/doi/10.1177/002224299005400403 https://doi.org/10.1177/002224299005400403
Nwankwo, S. Developing a customer orientation. Journal of Customer Marketing, v. 12, n. 5, p. 5-15, 1995. https://www.emerald.com/insight/content/doi/10.1108/07363769510103856/full/html https://doi.org/10.1108/07363769510103856
Ozuem, W.; Howell, K.; Lancaster, G. Exploring the relationship between integrated marketing communications and decentralized organizational structure: a heuristics perspective. Qualitative Market Research: An International Journal, v. 25, n. 2, p. 272-292, 2022. https://www.emerald.com/insight/content/doi/10.1108/qmr-07-2021-0098/full/html?skipTracking=true https://doi.org/10.1108/QMR-07-2021-0098
Park, K. J.; Yoo, Y. Improvement of competitiveness in small and medium-sized enterprises. The Journal of Applied Business Research, v. 33, n. 1, p. 173-194, 2017. https://journals.sagepub.com/doi/10.1177/09721509241301147?icid=int.sj-full-text.citing-articles.1
Porcu, L.; Del Barrio-García, S.; Alcántara-Pilar, J. M. Crespo-Almendros, E. Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, v. 80, p. 13-24, 2019. https://www.sciencedirect.com/science/article/abs/pii/S0278431917309520 https://doi.org/10.1016/j.ijhm.2019.01.008
Porcu, L.; Del Barrio-García, S.; Kitchen, P. J. Measuring integrated marketing communication by taking a broad organizational approach The firm-wide IMC scale. European Journal of Marketing, v. 51, n. 3, p. 692-718, 2017. https://www.emerald.com/insight/content/doi/10.1108/ejm-08-2015-0587/full/html https://doi.org/10.1108/EJM-08-2015-0587
Reid, M.; Luxton, S.; Mavondo, F. The relationship between integrated marketing communication, Market orientation and brand orientation. Journal of Advertising, v. 34, n. 4, p. 11-23, 2005. https://www.researchgate.net/publication/233894668_The_relationship_between_integrated_marketing_communication_market_orientation_and_brand_orientation 10.1080/00913367.2005.10639210
Schaefer, J. L.; Baierle, I. C.; Sellito, M. A.; Siluk, J. C. M.; Furtado, J. C.; Nara, E. O. B. Competitiveness Scale as a Basis for Brazilian Small and Medium-Sized Enterprises. Engeneering Management Journal, v. 33, n. 4, p. 255-271, 2021. https://www.tandfonline.com/doi/abs/10.1080/10429247.2020.1800385 https://doi.org/10.1080/10429247.2020.1800385
Smirnova, M. M.; Rebiazina, V. A.; Frösén, J. Customer orientation as a multidimensional construct: Evidence from the Russian Markets. Journal of Business Research, v. 86, p. 457-467, 2018. https://www.sciencedirect.com/science/article/abs/pii/S0148296317304204 https://doi.org/10.1016/j.jbusres.2017.10.040
Vorhies, D. W.; Harker, M.; Rao, C. P. The capabilities and performance advantages of market-driven firms. European Journal of Marketing, v. 33, n. 11, p. 1171-1202, 1999. https://www.researchgate.net/publication/235264348_The_capabilities_and_performance_advantages_of_market-driven_firms 10.1108/03090569910292339
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2025 Paulo Magalhães Cavalcanti da Rocha, Tomas Sparano Martins
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Resumo 184
- PDF (English) 0
- PDF 142
