FINANCIAL RETURN OF MARKETING INVESTMENTS: THE ROQ MODEL

Abstract

Marketing senior executives and academicians have recently worried about creating methodologies to evaluate and measure the marketing investment financial return in companies. These investments must be aligned to the perspective of increasing the perception of the value delivered to customers, and of the creation of narrower relationship bonds, generating greater customer satisfaction and, consequently, increasing financial gains in the organization. This paper describes the results of a research in which the authors apply the Return on Quality (ROQ) theoretical model, proposed by Rust et al. (1995), to a children’s brazilian hospital. As a consequence of this application, a critical evaluation of the initially proposed methodology was carried out, as well as suggestions related to the data collecting and analysis process. Therefore, this study presents a relevant academic contribution to the theme development efforts, as well as illustrates the possibility of the effective application of these methods to management decision making.