Abstract
Customer satisfaction and customer loyalty are indicators of competitiveness for companies. In this work we considered the analysis of the relationship be- tween satisfaction and loyalty through a logistic regression model. We also related the results in a market segmentation model based on a latent class analysis that considered responses to value items. Through a survey the results of this latent class model made it possible to evaluate the dynamism of belonging to different classes based, for example, on affinity with altruistic and self realization values.
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