RELATIONSHIP QUALITY IN ELECTRONIC COMMERCE (RELACIONAMENTO DE QUALIDADE NO COMÉRCIO ELETRÔNICO)

  • Stella Naomi Moriguchi Universidade Federal de Uberlândia
  • Sylvio Barbon Jr. Universidade Estadual de Londrina
  • Darly Fernando Andrade Universidade Federal de Uberlândia
  • Luiz Carlos Murakami Universidade Federal do Ceará
Palavras-chave: E-commerce. Relacionamento de qualidade. Valor percebido. Comprometimento. Confiança.

Resumo

A inovação tecnológica permite diferentes estratégias no atendimento de desejos e necessidades dos clientes. Em comparação com as lojas físicas tradicionais, o comércio electrônico oferece acesso e processo de pesquisa mais fácil para o comprador, permitindo-lhe encontrar a oferta mais adequada em relação à marca, preço, entrega e frete. Este cenário aumenta o desafio das empresas para desenvolver uma abordagem de marketing baseada em um relacionamento de qualidade com seus clientes, ao invés de uma perspectiva transacional, o que às vezes pode significar uma única compra. Este artigo relata a construção de um modelo para medir a qualidade do relacionamento entre consumidores e empresas de comércio eletrônico, explorando variáveis demográficas, atitude, comportamento e lealdade em relação a compras eletrônicas, valor percebido, comprometimento, satisfação e confiança. Realizou-se uma survey com clientes de uma empresa brasileira de comércio eletrônico que realizaram compras no período de 2009 a 2013, utilizando-se uma amostra não probabilística extraída de seu banco de dados. Os resultados iniciais levaram à ampliação da pesquisa com a inclusão dos construtos valor percebido, comprometimento, satisfação e confiança utilizando Modelagem de Equações Estruturais.

 

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Publicado
2016-06-23
Como Citar
Moriguchi, S. N., Barbon Jr., S., Andrade, D. F., & Murakami, L. C. (2016). RELATIONSHIP QUALITY IN ELECTRONIC COMMERCE (RELACIONAMENTO DE QUALIDADE NO COMÉRCIO ELETRÔNICO). Contextus – Revista Contemporânea De Economia E Gestão, 14(1), 83-106. https://doi.org/10.19094/contextus.v14i1.788
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