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A abordagem omnicanal é uma nova estratégia comercial que visa oferecer aos consumidores uma experiência única e satisfatória através de qualquer ponto de contato. Contudo, a sua implementação implica alterações tanto para a jornada do consumidor, como para as empresas. Esta investigação pretendeu compreender quais os fatores que podem levar os consumidores a aceitarem e utilizarem esta nova estratégia, assim como a experiência e a satisfação proporcionada. Foi delineado um estudo quantitativo e transversal com uma amostra não probabilística de 210 participantes, obtidos através de um questionário desenvolvido pelo autor com recurso a uma plataforma online. Para a análise de dados, utilizou-se estatísticas descritivas, análises multivariadas e modelagem de equações estruturais. Os resultados obtidos evidenciam que fatores como risco percebido e custo não explicam a intenção de uso de uma abordagem omnicanal, assim como as percepções de facilidade de uso e de utilidade que apenas explicam mediadas pela experiência da marca, a qual também explica a satisfação. Outro factor que contribui para a intenção de uso é a compatibilidade. Foi encontrado que os participantes utilizam múltiplos canais ao longo da jornada do consumidor, assim como diferenças estatísticas entre consumidores masculinos e femininos. Outro resultado pertinente é que os consumidores que demonstraram mais interesse nesta abordagem são os que apresentam mais gastos médios mensais em compras de bens e/ou serviços. Este estudo fornece informações úteis, tanto para a comunidade científica, como para as empresas, relativamente à importância da implementação de uma abordagem omnicanal. Nesta dissertação foram discutidas as principais implicações teóricas e empresariais, assim como limitações e sugestões para estudos futuros.
The omnichannel approach is a new commercial strategy that aims to offer consumers a unique and satisfying experience through any touch point. However, its implementation involves changes both to customer's journey and business companies. This research aimed to understand what factors may lead consumers to accept and use this new strategy, as well as the experience and satisfaction provided. It has been set a quantitative and cross-sectional study with a non-probabilistic sample of 210 participants, obtained through a questionnaire developed by the author using an online platform. For data analysis it was used descriptive statistics, multivariate analysis and structural equation modeling. The results presented show that factors such as perceived risk and cost do not explain the intended use of the omnichannel approach, as well as perceptions of ease of use and utility only explain it mediated by brand experience, which also explains satisfaction. Another factor which contributes to intended use is compatibility. It was found that participants use multiple channels along their customer's journey, as well as statistical differences between male and female consumers. Another relevant result is that consumers that have shown more interest in this approach are those with more average monthly spending on the purchase of goods and / or services. This study provides useful information for both the scientific community and business companies, on the importance of implementing an omnichannel approach. In this dissertation were discussed the main theoretical and business implications, as well as limitations and suggestions for future studies.
The omnichannel approach is a new commercial strategy that aims to offer consumers a unique and satisfying experience through any touch point. However, its implementation involves changes both to customer's journey and business companies. This research aimed to understand what factors may lead consumers to accept and use this new strategy, as well as the experience and satisfaction provided. It has been set a quantitative and cross-sectional study with a non-probabilistic sample of 210 participants, obtained through a questionnaire developed by the author using an online platform. For data analysis it was used descriptive statistics, multivariate analysis and structural equation modeling. The results presented show that factors such as perceived risk and cost do not explain the intended use of the omnichannel approach, as well as perceptions of ease of use and utility only explain it mediated by brand experience, which also explains satisfaction. Another factor which contributes to intended use is compatibility. It was found that participants use multiple channels along their customer's journey, as well as statistical differences between male and female consumers. Another relevant result is that consumers that have shown more interest in this approach are those with more average monthly spending on the purchase of goods and / or services. This study provides useful information for both the scientific community and business companies, on the importance of implementing an omnichannel approach. In this dissertation were discussed the main theoretical and business implications, as well as limitations and suggestions for future studies.
Descrição
Palavras-chave
Omnicanal Consumidor Intenção de uso Experiência da marca Satisfação Omnichannel Consumer Intention to use Brand experience Satisfaction