Redução da distância entre a gestão da experiência do cliente e as compras com celular

• Sonia San-Martín ^[1] ; Nadia Jiménez ^[1] ; Nuria Puente ^[2]
  1. [1] Universidad de Burgos

     Universidad de Burgos

     Burgos, España

     
  2. [2] Universidad Internacional Isabel I de Castilla

     Universidad Internacional Isabel I de Castilla

     Burgos, España

     
• Localización: RBGN: Revista Brasileira de Gestão de Negócios, ISSN 1806-4892, Vol. 21, Nº. 2, 2019, págs. 213-233
• Idioma: portugués
• DOI: 10.7819/rbgn.v21i2.3971
• Enlaces
  • Texto completo (pdf)
  • Texto completo
• Resumen

  • Objetivo – O objetivo desta pesquisa é estudar três sinais (reputação do funcionário, design do site e segurança) da estrutura da gestão da experiência do cliente que podem motivar a satisfação e a intenção de recompra do comprador por celular. O papel moderador da distância percebida do varejista é explorado.

    Metodologia – A abordagem dos mínimos quadrados parciais foi empregada para analisar as informações obtidas de 1053 compradores por celular em um mercado geograficamente extenso e emergente (México).

    Resultados – A estrutura da gestão da experiência do cliente é útil para explicar a satisfação e a intenção de recompra do comprador-c via telefone celular. Nossos resultados mostram que a reputação (particularmente para os consumidores que percebem que os varejistas estão próximos), design do site (principalmente para os consumidores que percebem que os varejistas estão distantes) e segurança melhoram a satisfação do comprador por celular. Experiências satisfatórias aumentam a intenção de recompra, independentemente da distância percebida de varejistas alternativos.

    Contribuições – Este estudo contribui para a compreensão de quais fatores os vendedores via celular (vendedores-c) podem gerenciar de diferentes modos para gerar satisfação e intenção de recompra via celular, a partir da perspectiva inexplorada da Gestão da Experiência do Cliente e em um mercado emergente pouco estudado. Outra faceta importante deste estudo está relacionada à influência moderadora da distância percebida no relacionamento entre a reputação do funcionário, design do site e segurança, por um lado, e a satisfação do comprador-c, por outro.

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