Fatores de satisfação e fidelização no processo de compra online – um estudo de caso na Universidade Lusófona do Porto
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2015
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O Comércio Electrónico (CE) move, anualmente, biliões de euros em toda a Europa, fazendo deste continente o mais rentável do mundo. Apesar de Portugal ser ainda um país emergente nesta nova forma de negociar, prevê-se um crescimento gradativo no volume de negócios neste mercado que chegue a representar 2,5% do PIB em 2017.
Em 2008 a crise financeira que se fez sentir um pouco por todo mundo levou a um sério abrandamento da economia global, no entanto, esta desaceleração não foi tão acentuada
no CE, onde o volume de negócios chegou mesmo a crescer entre 2007 e 2009. As razões estão relacionadas com a diminuição dos custos e ao aumento da eficiência das empresas proporcionados por este mercado que permitiu também o alcance de novos mercados, até
mesmo, os mais remotos. Por diminuir os custos e aumentar a produtividade das empresas através da redução da rotação de clientes e todos os custos que ela implica, da redução da incerteza e das reclamações assegurando o crescimento dos negócios, é imperativo que as empresas online tomem uma atitude proactiva relativamente aos fatores que influenciam os comportamentos de satisfação e fidelidade online. É por isso necessário o desenvolvimento de estratégias capazes de proporcionar uma satisfação e fidelidade sustentada dos clientes.
Num mercado em crescimento, cada vez mais competitivo, onde a oferta dos mesmos produtos é uma realidade e estes são cada vez mais parecidos, a empresa deve
apostar numa estratégia de diferenciação, precisando de identificar quais os fatores que
influenciam a decisão de compra do consumidor online e que conduzem à sua satisfação e fidelização.
Através de um estudo desenvolvido na Universidade Lusófona do Porto, pretendeuse determinar o tipo de influência que cada um dos fatores que foram identificados na
literatura, exerce na conquista da satisfação e da fidelidade dos clientes online.
Os resultados permitiram determinar que elementos como a confiança no website, a existência de um sistema de pagamento conveniente, a capacidade do serviço responder às solicitações dos clientes com rapidez e eficácia, o design, funcionalidades do website e a
segurança e privacidade proporcionada afetam de forma direta e significativa a satisfação dos clientes online. Por outro lado, fatores como a satisfação, preferência do cliente por uma determinada marca/produto e os custos implícitos à mudança de fornecedor influenciam de forma direta e significativa a fidelidade dos clientes que compram no CE. Em relação às reclamações, foi possível concluir que apenas o elemento referente à
resolução do problema com rapidez contribui de forma positiva e significativa para a formação de um comportamento de fidelidade online.
The Electronic Commerce (EC) moves annually billions of euros across Europe, making this continent the most profitable in the world. Although Portugal being considered an emerging country in this new way of negotiating, it is expected a gradual growth in turnover in this market that come to represent 2.5% of GDP in 2017. In 2008 the financial crisis that was felt all over the world led to a serious slowdown in the global economy, however, this slowdown was not so significant in the EC, where the turnover grown between 2007 and 2009. The reasons are related to the reduced costs and increased corporate efficiency offered by this market that also allowed the achievement of new markets, even the most remote. Because it reduces costs and increase business productivity by reducing the rotation of customers and all costs that it implies, reducing uncertainty and complaints ensuring business growth, it is imperative that online businesses take a proactive attitude about the factors that influence the behaviours of satisfaction and online loyalty. For these reasons it is necessary to develop strategies to provide a sustained satisfaction and customer loyalty. In a evolving market, more and more competitive, where the supply of the same products is a fact and these are more and more similar, the company should invest in a strategy of differentiation, needing to identify the factors that impacts online consumer buying decisions and which lead to their satisfaction and loyalty. Through a survey developed in Universidade Lusófona do Porto, it was intended to establish the type of influence that each factor that were identified in the literature plays in the achievement of satisfaction an d online customer loyalty. The results show that elements such as trust in the website, the existence of a suitable payment system, the service's ability to respond to customer requests quickly and effectively, the website design, functionality and the safety and privacy offered, impacts directly and significantly online customers satisfaction. Moreover, factors such as satisfaction, customer preference about a particular brand/product and the implicit costs in the change of supplier, impacts directly and significantly in customer loyalty at EC. Regarding the complaints, it was concluded that only the item related to resolution of the problem quickly contribute in a positive and meaningful way in the formation of online loyalty behaviour.
The Electronic Commerce (EC) moves annually billions of euros across Europe, making this continent the most profitable in the world. Although Portugal being considered an emerging country in this new way of negotiating, it is expected a gradual growth in turnover in this market that come to represent 2.5% of GDP in 2017. In 2008 the financial crisis that was felt all over the world led to a serious slowdown in the global economy, however, this slowdown was not so significant in the EC, where the turnover grown between 2007 and 2009. The reasons are related to the reduced costs and increased corporate efficiency offered by this market that also allowed the achievement of new markets, even the most remote. Because it reduces costs and increase business productivity by reducing the rotation of customers and all costs that it implies, reducing uncertainty and complaints ensuring business growth, it is imperative that online businesses take a proactive attitude about the factors that influence the behaviours of satisfaction and online loyalty. For these reasons it is necessary to develop strategies to provide a sustained satisfaction and customer loyalty. In a evolving market, more and more competitive, where the supply of the same products is a fact and these are more and more similar, the company should invest in a strategy of differentiation, needing to identify the factors that impacts online consumer buying decisions and which lead to their satisfaction and loyalty. Through a survey developed in Universidade Lusófona do Porto, it was intended to establish the type of influence that each factor that were identified in the literature plays in the achievement of satisfaction an d online customer loyalty. The results show that elements such as trust in the website, the existence of a suitable payment system, the service's ability to respond to customer requests quickly and effectively, the website design, functionality and the safety and privacy offered, impacts directly and significantly online customers satisfaction. Moreover, factors such as satisfaction, customer preference about a particular brand/product and the implicit costs in the change of supplier, impacts directly and significantly in customer loyalty at EC. Regarding the complaints, it was concluded that only the item related to resolution of the problem quickly contribute in a positive and meaningful way in the formation of online loyalty behaviour.
Descrição
Orientação: Carla Magalhães ; co-orientação: Henrique Diz
Palavras-chave
MESTRADO EM GESTÃO, GESTÃO, MANAGEMENT, COMÉRCIO ELETRÓNICO, E-COMMERCE, FIDELIZAÇÃO DE CLIENTES, CUSTOMER LOYALTY, SATISFAÇÃO DO CLIENTE, CLIENT SATISFACTION, ESTRATÉGIAS COMERCIAIS, COMMERCIAL STRATEGIES, CONSUMIDORES, CONSUMERS