The Antecedents of Perceived Value in Cargo Tires Retreading

Objective: Due to increasingly low freight prices and increasingly high operating costs, tire retreading presents itself as a viable and safe solution for costs reduction. It presents itself as a more sustainable alternative in terms of tire consumption. This paper discusses the consumption behavior of small fleet owners in relation to the purchase of cargo tire retreading services. Theoretical Framework: Our theoretical framework is organized into two axes: how tires and their retreading are carried out in Brazil considering small entrepreneurs, and how the multidimensionality of consumer behavior affects the relationship with the tire retreading service (based on the SERV-PERVAL proposal developed by Petrick (2002) and the “Affective Behavior” dimension of the model developed by Roberts, Varki and Brodie (2003), called Relationship Quality). Method: A model on the antecedents of the perception of value was proposed and refined (the questionnaire items were reorganized through exploratory and confirmatory factor analysis) based on a survey of 109 truck drivers. Results and Discussion: The antecedents of the perception of value of small fleet owners in relation to the cargo tire retreading service are the Sentimental constructs; Reputation; Loyalty; Convenience; Cost/Benefit. Originality/Value: Previous studies focused on the field of production engineering, use, performance and impacts on the environment, new tire purchasing behavior, association studies or government, not presenting in the literature studies in marketing or even business administration and its derived areas for tire retreading services. Research Implications: This study helps small tire retreaders to better understand their customers and enables better customer service that culminates in increased market share and profitability.