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Advisor(s)
Abstract(s)
Com a emergência do e-commerce, as empresas passaram a ter que se preocupar com um novo tipo de consumidor: o consumidor online. Como acontece com o cliente tradicional, é necessário conhecer e ir ao encontro das necessidades deste novo consumidor, que compra num meio que lhe facilita comparar produtos, preços e outros fatores que influenciam a decisão. Exige cada vez mais das marcas, exigências estas que fazem com que manter os clientes fiéis à marca seja difícil e, ao mesmo tempo, muito importante. Os consumidores fidelizados passaram a ser cada vez mais vistos como ativos extremamente valiosos para as empresas pela sua importante contribuição para o volume de negócios, no entanto, é necessário que estas restruturem a sua estratégia de forma a manter as relações com estes. Um dos mecanismos para o fazer é através da implementação de políticas/programas de fidelização. Neste enquadramento a presente investigação de carater exploratório, inspirada pela metodologia de estudo de caso, procura identificar os fatores de sucesso na fidelização online com base no Modelo de Formação da Fidelização Online, que usou um inquérito por questionário como instrumento de recolha de dados. O estudo descritivo realizado aponta para a aprovação do Modelo, confirmando a satisfação e a confiança online como fatores de sucesso da fidelização online. Os dados recolhidos demonstram ainda que a amostra não privilegia programas de fidelização online, no entanto, permitiram-nos, também, propor uma política de fidelização online para a Vinha, garrafeira online de vinhos portugueses, onde o caso se aplica.
With the emergency of e-commerce, companies had started to worry about a new type of consumer: the e-consumer. As it happens with the traditional customer, it is necessary to know and to discover this new consumer’s necessities, who demands each time more of the brands, requirements that make keeping the customers loyal to the brand difficult and, at the same time, very important. Loyal consumers had started to be more seen as an extremely valuable active for the companies, for its important contribution for the business volume. However, it is necessary that these companies rethink their strategy to keep their relations with costumers. One of the mechanisms to make it is through the implementation of loyalty programs. In this context, the present exploratory research, inspired in the case study methodology, aimed to identify the critical factors of e-loyalty, based on the E-loyalty Formation Model. This research used an inquiry by questionnaire as the data collection instrument. The descriptive study drives to the approval of the model, confirming e-satisfaction and e-trust as critical success factors of e-loyalty. The collected data even indicate that the sample doesn’t “love” e-loyalty programs, however, it allowed us to come up with an e-loyalty policy for Vinha, online wine cellar.
With the emergency of e-commerce, companies had started to worry about a new type of consumer: the e-consumer. As it happens with the traditional customer, it is necessary to know and to discover this new consumer’s necessities, who demands each time more of the brands, requirements that make keeping the customers loyal to the brand difficult and, at the same time, very important. Loyal consumers had started to be more seen as an extremely valuable active for the companies, for its important contribution for the business volume. However, it is necessary that these companies rethink their strategy to keep their relations with costumers. One of the mechanisms to make it is through the implementation of loyalty programs. In this context, the present exploratory research, inspired in the case study methodology, aimed to identify the critical factors of e-loyalty, based on the E-loyalty Formation Model. This research used an inquiry by questionnaire as the data collection instrument. The descriptive study drives to the approval of the model, confirming e-satisfaction and e-trust as critical success factors of e-loyalty. The collected data even indicate that the sample doesn’t “love” e-loyalty programs, however, it allowed us to come up with an e-loyalty policy for Vinha, online wine cellar.
Description
Keywords
Comércio eletrónico Fidelização Programa de fidelização Confiança Satisfação E-commerce E-loyalty E-loyalty program E-trust E-satisfaction