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Advisor(s)
Abstract(s)
O propósito deste trabalho é contribuir para a compreensão da importância do website na comunicação B2B no setor da consultoria. Num contexto digital altamente competitivo, os websites ganham uma enorme relevância por serem uma montra digital através da qual as empresas transmitem informação relevante sobre a atividade e se posicionam na mente do consumidor. Neste sentido, faltava responder a uma questão sobre qual é a importância de um website na comunicação B2B no setor da consultoria. Através do estudo de caso da consultora INOVA+, da observação direta decorrida em contexto organizacional e da realização de entrevistas semiestruturadas, conclui-se que a relevância do website reside em possibilitar às empresas transmitir informações e fortalecer a sua credibilidade na indústria, com o propósito de atrair potenciais clientes e de influenciar o processo de tomada de decisão. Esta importância resulta da avaliação de qualidade dos websites institucionais, a qual é baseada em cinco indicadores que influenciam de forma positiva a avaliação realizada pelos clientes acerca deste canal. Estes indicadores são a usabilidade, a satisfação, o conteúdo, a reputação e a atualização. Este trabalho contribui para a construção do conhecimento sobre a relevância de este canal na comunicação B2B no setor da consultoria e proporciona uma visão sobre a perceção dos clientes na avaliação da qualidade dos websites institucionais pertencentes a este setor.
This study aims to contribute to the understanding of the importance of websites in B2B communication in the consulting sector. In a highly competitive digital context, websites gain significant relevance as a digital showcase through which companies convey relevant information about their activities and position themselves in the consumer's mind. In this regard, there was still a need to address a question regarding the importance of a website in B2B communication within the consulting sector Through the case study of the consulting firm INOVA+, direct observation in the organizational context, and the conduct of semi-structured interviews, it is concluded that the website's relevance lies in enabling companies to convey information and strengthen their credibility in the industry, aiming to attract potential clients and influence the decision-making process. This importance stems from the evaluation of the quality of institutional websites, which is based on five indicators, positively influencing clients assessment of this channel. These indicators include usability, satisfaction, content, reputation, and update. This work contributes to building knowledge about the relevance of this channel in B2B communication in the consulting sector and provides insight into clientes perceptions when evaluating the quality of institutional websites in this industry.
This study aims to contribute to the understanding of the importance of websites in B2B communication in the consulting sector. In a highly competitive digital context, websites gain significant relevance as a digital showcase through which companies convey relevant information about their activities and position themselves in the consumer's mind. In this regard, there was still a need to address a question regarding the importance of a website in B2B communication within the consulting sector Through the case study of the consulting firm INOVA+, direct observation in the organizational context, and the conduct of semi-structured interviews, it is concluded that the website's relevance lies in enabling companies to convey information and strengthen their credibility in the industry, aiming to attract potential clients and influence the decision-making process. This importance stems from the evaluation of the quality of institutional websites, which is based on five indicators, positively influencing clients assessment of this channel. These indicators include usability, satisfaction, content, reputation, and update. This work contributes to building knowledge about the relevance of this channel in B2B communication in the consulting sector and provides insight into clientes perceptions when evaluating the quality of institutional websites in this industry.
Description
Keywords
Website Comunicação digital B2B Consultoria Digital communication Consulting