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Abstract(s)
O retalho tem conhecido significativas mudanças nos últimos tempos. Se anteriormente o foco inicial se encontrava no produto, atualmente parece encontrar-se no serviço e na experiência que as empresas proporcionam ao cliente. A experiência assume-se assim como uma nova forma de competição entre empresas sendo que a oferta de uma experiência positiva aos clientes pode aumentar os níveis de satisfação, lealdade e confiança, bem como suportar a imagem associada à marca. A questão de investigação deste estudo é a de perceber de que forma as alterações da estratégia de negócio da Worten se enquadram nas expectativas dos clientes. Este trabalho tem como objetivo estudar o modelo de experiência do cliente proposto por Verhoef et al. (2009) e, posteriormente, entender de que forma as alterações do modelo de negócio da Worten correspondem às expectativas dos clientes sobre o conceito de experiência. O estudo de caso selecionado foi o da Worten dado que o novo conceito de loja tenta explorar esta estratégia. Segundo Inês Drummond Borges, diretora de Marketing da empresa, o novo conceito “enriquece, de forma significativa, a experiência de compra”, tornando-a “mais experimental e relacional”. A metodologia utilizada foi a de estudo de caso, de natureza qualitativa, servindo-se da técnica da entrevista junto de atores chave na empresa. A análise das entrevistas realizadas neste trabalho comprovam a eficácia do modelo estudado. No entanto, as variáveis não se apresentaram todas com igual importância. Do cruzamento da informação obtida nas entrevistas com a informação disponibilizada sobre a Worten, foi possível concluir que a nova estratégia da empresa se encontra, em grande parte, enquadrada com as expectativas do cliente.
Retail has witnessed significant changes in the last years. If previously the focus was on the product, it is now centered on the service and the experience that companies offer to their customers. The experience assumes itself as a new form of competition between companies, in which the offering of a positive experience to the customers has potential gains in satisfaction, loyalty and trust, as well as supporting the image of the brand. The research question of this study is to understand in which way the changes in Worten’s business strategy fulfil the expectations of their customers. With this study, we pretend to understand the costumer experience model proposed by Verhoef et al., (2009) and, after that, enlighten how the changes performed in Worten’s business strategy correspond to the expectations customers have on the concept of the experience. The case study selected was Worten’s new store concept since it tries to explore this strategy. Inês Drummond Borges, Marketing Director of Worten, said that it “enriches, in a significant way, the buying experience”, making it “more experimental and relational”. For this purpose, we performed a qualitative study case, using the interview technique with key actors to the company. The analysis of the data obtained in the interviews proves the accuracy of the model at study. However, not every variable had the same significance. The crossing of the information obtained in the interviews with the information available about Worten led to the conclusion that the new company strategy is, in large part, aligned with the customers’ expectations.
Retail has witnessed significant changes in the last years. If previously the focus was on the product, it is now centered on the service and the experience that companies offer to their customers. The experience assumes itself as a new form of competition between companies, in which the offering of a positive experience to the customers has potential gains in satisfaction, loyalty and trust, as well as supporting the image of the brand. The research question of this study is to understand in which way the changes in Worten’s business strategy fulfil the expectations of their customers. With this study, we pretend to understand the costumer experience model proposed by Verhoef et al., (2009) and, after that, enlighten how the changes performed in Worten’s business strategy correspond to the expectations customers have on the concept of the experience. The case study selected was Worten’s new store concept since it tries to explore this strategy. Inês Drummond Borges, Marketing Director of Worten, said that it “enriches, in a significant way, the buying experience”, making it “more experimental and relational”. For this purpose, we performed a qualitative study case, using the interview technique with key actors to the company. The analysis of the data obtained in the interviews proves the accuracy of the model at study. However, not every variable had the same significance. The crossing of the information obtained in the interviews with the information available about Worten led to the conclusion that the new company strategy is, in large part, aligned with the customers’ expectations.
Description
Keywords
Experiência do cliente Lógica de serviço Serviço Worten Costumer experience Service Service dominant logic