A carregar...
Publicação
Omnicanalidade, experiência, satisfação e lealdade do cliente nas telecomunicações
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.82 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
O setor das telecomunicações em Portugal opera num mercado residencial maduro e saturado, exigindo que as operadoras transitem para lógicas relacionais centradas na jornada do consumidor. Neste cenário, o alinhamento entre os departamentos de marketing e vendas torna-se fulcral para garantir que a promessa de valor seja cumprida. Esta dissertação analisa o impacto de cinco dimensões da omnicanalidade (conetividade, integração, consistência, flexibilidade e personalização) na experiência, satisfação e lealdade do cliente B2C no mercado de telecomunicações nacional.
Metodologicamente, adotou-se uma abordagem quantitativa, explicativa e correlacional, recorrendo à aplicação de questionários online. A amostra final, obtida através da técnica de amostragem não-probabilística “bola de neve” foi constituída por 207 respostas válidas. O tratamento estatístico e a validação do modelo conceptual foram efetuados por meio da Modelação de Equações Estruturais com Mínimos Quadrados Parciais (PLS-SEM), utilizando o software SmartPLS 4.
Os resultados revelam que a conetividade, a flexibilidade e a consistência influenciam direta e positivamente a experiência do cliente (CE), enquanto a integração e a personalização não registaram impactos significativos. Adicionalmente, confirmou-se que a CE exerce uma forte influência positiva na satisfação, que, por sua vez, constitui o antecedente direto mais poderoso da lealdade. Também se constatou que a CE não possui um efeito direto sobre a lealdade, sendo o seu impacto totalmente mediado pela satisfação.
Academicamente, esta investigação inova ao demonstrar como o alinhamento interno impacta o consumidor B2C num mercado de serviços contínuos face a outros estudos focados no cliente B2B e no retalho de bens de consumo. Em termos práticos, oferece conselhos aos gestores, sugerindo que priorizem investimentos na fluidez e conexão dos canais, equilibrando a digitalização com o valor empático da interação humana.
The telecommunications sector in Portugal operates in a mature and saturated residential market, requiring operators to transition toward a relational logic centered on the customer journey. In this scenario, alignment between marketing and sales departments becomes crucial to ensure that the value promise is fulfilled. This dissertation analyses the impact of five dimensions of omnichannel (connectivity, integration, consistency, flexibility and personalization) on B2C customer experience, satisfaction and loyalty in the national telecommunications market. Methodologically, a quantitative, explanatory and correlational approach was adopted, utilizing online questionnaires. The final sample, obtained through the “snowball” non-probability sampling technique, consisted of 207 valid responses. Statistical analysis and validation of the conceptual model were performed using Partial Least Squares Structural Equation Modeling (PLS-SEM), utilizing the SmartPLS 4 software. The results reveal that connectivity, flexibility and consistency directly and positively influence customer experience (CE), while integration and personalization did not show significant impacts. Additionally, it was confirmed that CE exerts a strong positive influence on satisfaction, which, in turn, constitutes the most powerful direct antecedent of loyalty. It was also found that CE does not have a direct effect on loyalty, as its impact is fully mediated by satisfaction. Academically, this study innovates by demonstrating how internal alignment impacts the B2C consumer in a continuous services market, contrasting with previous research focused on B2B clients and consumer goods retail. In practical terms, it offers guidance to managers, suggesting they prioritize investments in channel fluidity and connectivity, balancing digitalization with the empathetic value of human interaction.
The telecommunications sector in Portugal operates in a mature and saturated residential market, requiring operators to transition toward a relational logic centered on the customer journey. In this scenario, alignment between marketing and sales departments becomes crucial to ensure that the value promise is fulfilled. This dissertation analyses the impact of five dimensions of omnichannel (connectivity, integration, consistency, flexibility and personalization) on B2C customer experience, satisfaction and loyalty in the national telecommunications market. Methodologically, a quantitative, explanatory and correlational approach was adopted, utilizing online questionnaires. The final sample, obtained through the “snowball” non-probability sampling technique, consisted of 207 valid responses. Statistical analysis and validation of the conceptual model were performed using Partial Least Squares Structural Equation Modeling (PLS-SEM), utilizing the SmartPLS 4 software. The results reveal that connectivity, flexibility and consistency directly and positively influence customer experience (CE), while integration and personalization did not show significant impacts. Additionally, it was confirmed that CE exerts a strong positive influence on satisfaction, which, in turn, constitutes the most powerful direct antecedent of loyalty. It was also found that CE does not have a direct effect on loyalty, as its impact is fully mediated by satisfaction. Academically, this study innovates by demonstrating how internal alignment impacts the B2C consumer in a continuous services market, contrasting with previous research focused on B2B clients and consumer goods retail. In practical terms, it offers guidance to managers, suggesting they prioritize investments in channel fluidity and connectivity, balancing digitalization with the empathetic value of human interaction.
Descrição
Palavras-chave
Omnicanalidade Experiência do cliente Satisfação Lealdade Omnichannel Customer experience Satisfaction Loyalty