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Abstract(s)
A elaboração da presente dissertação tem como tema o Comércio Eletrónico, tendo em consideração a vertente de Customer Relationship Management, e, em simultâneo, os fatores e variavéis que influenciam os consumidores aquando da realização de compras online , ou em caso contrário, a opção de não comprar por esse mercado online, onde os atributos como a satisfação e fidelização dos clientes são fundamentais.
Vários autores referem que o ambiente empresarial sofreu várias mudanças tecnológicas com o surgimento da Internet, dentre elas, a mudança no comportamento de compra do consumidor. Esta dissertação identifica os diversos fatores (como por exemplo: tecnológicos, sociais ou económicos) que influenciam a satisfação e fidelização dos consumidores. É também fundamental identificar os fatores que levam os consumidores a não ponderar a escolha através do canal online. Todos estes fatores foram identificados e listados a partir de uma rigorosa revisão da literatura, que permitiu lançar um cojunto de hipóteses que vieram a ser avaliadas através de instrumentos baseados num questionário.
A metodologia aplicada foi baseada num design descritivo, sendo a recolha de dados realizada por um questionário online a uma amostra não probabilística por conveniência.
A análise dos resultados obtidos permitiu concluir que os consumidores que compram online identificam variáveis como “experiência de compra online positiva”, “website seguro”, “perceção” e “experiência”, como sendo determinantes para a fidelização e satisfação do cliente. Não obstante, tendo em conta os consumidores que optam pela compra em loja física, alguma das variáveis como “website pouco seguro”, “risco de burla”, “especificações de um produto”, são para os inquiridos preponderantes.
As conclusões deste estudo permitem alinhar um conjunto de recomendações que visam contribuir para que as empresas adotem medidas para a satisfação e fidelização dos seus clientes em plataformas de compras online.
The focus of this dissertation is Electronic Commerce, taking into account the Customer Relationship Management aspect, and, simultaneously, the factors and variables that influence consumers when making online purchases, or, otherwise, the option of not buy through this online market, where attributes such as customer satisfaction and loyalty are fundamental. Several authors report that the business environment has undergone several technological changes with the emergence of the Internet, among them, the change in consumer purchasing behavior. This dissertation identifies several factors (for example: technological, social or economic) that influence consumer satisfaction and loyalty. It is also essential to identify the factors that lead consumers to not consider the choice through the online channel. All of these factors were identified and selected based on a rigorous literature review, which allowed a set of hypotheses to be evaluated through instruments used in a questionnaire. The applied methodology was based in a descriptive design, with data collection performed by an online questionnaire to a non-probabilistic sample for convenience. The analysis of the obtained results allowed to conclude that consumers who buy online identify variables such as “positive online shopping experience”, “secure website”, “perception” and “experience”, as being decisive for customer loyalty and satisfaction. However, taking into account consumers who choose to buy in a physical store, some of the variables such as ‘’unsafe website’’, ‘’risk of fraud´´, ‘’product specifications”, are for the predominant respondents. The conclusions of this study allow to align a set of recommendations that aim to help companies to adopt measures for the satisfaction and loyalty of their customers in online shopping platforms.
The focus of this dissertation is Electronic Commerce, taking into account the Customer Relationship Management aspect, and, simultaneously, the factors and variables that influence consumers when making online purchases, or, otherwise, the option of not buy through this online market, where attributes such as customer satisfaction and loyalty are fundamental. Several authors report that the business environment has undergone several technological changes with the emergence of the Internet, among them, the change in consumer purchasing behavior. This dissertation identifies several factors (for example: technological, social or economic) that influence consumer satisfaction and loyalty. It is also essential to identify the factors that lead consumers to not consider the choice through the online channel. All of these factors were identified and selected based on a rigorous literature review, which allowed a set of hypotheses to be evaluated through instruments used in a questionnaire. The applied methodology was based in a descriptive design, with data collection performed by an online questionnaire to a non-probabilistic sample for convenience. The analysis of the obtained results allowed to conclude that consumers who buy online identify variables such as “positive online shopping experience”, “secure website”, “perception” and “experience”, as being decisive for customer loyalty and satisfaction. However, taking into account consumers who choose to buy in a physical store, some of the variables such as ‘’unsafe website’’, ‘’risk of fraud´´, ‘’product specifications”, are for the predominant respondents. The conclusions of this study allow to align a set of recommendations that aim to help companies to adopt measures for the satisfaction and loyalty of their customers in online shopping platforms.
Description
Keywords
Comércio eletrónico Fidelização Satisfação Consumidor online Fatores influenciadores E-Commerce Loyalty Influential factors Online consumer Customer satisfaction