Quality: a Literature Review in Scope Meet Marketing

• Main Authors: Eduardo Carpejani, Wellington Aguiar, Guilherme Rossi, Natália Terra, Irene Raguenet Troccoli
• Format: Article
• Language: Portuguese
• Published: Maria Lúcia Ribeiro, 2012-06-01
• Series: Revista Brasileira Multidisciplinar - ReBraM /Brazilian Multidisciplinay Journal
• Subjects: Revisão da literatura; Qualidade; Percepções; Comportamento do consumidor.
• Online Access: http://www.revistarebram.com/index.php/revistauniara/article/view/79

The quality construct has been widely researched in the marketing literature focused on understanding the gap between what consumers expect and what is actually perceived. This paper presents a literature review of the 20 articles presented at the four Encontros de Marketing (EMAs) sponsored by Associação Nacional dos Cursos de Pós-Graduação em Administração (ANPAD), which mentioned the word quality in their titles. The alternative constructs most widely used to support the studies were satisfaction and loyalty / trust / commitment; and the studies that were analyzed seldom contained similar references. As a suggestion for future studies, a similar research in the context of the Encontros da ANPAD is proposed.