Frequência de uso no serviço de transporte individual por aplicativo: efeitos sobre as variáveis antecedentes da lealdade online

• Garzaro, Daniela Mendes ^[1] ; Carvalho, Marcelo ^[1] ; Varotto, Luís Fernando ^[3] ; Freire, Otavio Bandeira de Lamônica ^[2]
  1. [1] Universidade Nove de Julho

     Universidade Nove de Julho

     Brasil

     
  2. [2] Universidade de São Paulo

     Universidade de São Paulo

     Brasil

     
  3. [3] Instituto de Pesquisas Eldorado

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• Localización: Revista de Ciências da Administração, ISSN-e 2175-8077, Vol. 24, Nº. 62, 2022 (Ejemplar dedicado a: Revista de Ciências da Administração), págs. 83-101
• Idioma: portugués
• DOI: 10.5007/2175-8077.2022.e67976
• Títulos paralelos:
  • Frequency of use in Individual transport service by apps: effects on online loyalty antecedent variables
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    The high number of new startups operating in the market has intensified competition and increased the dispute to conquer and maintain users. To be successful, it is crucial to better understand how antecedent variables interact with consumer loyalty. This article tests the effect of frequency of use on the relationship between online loyalty and its antecedents (satisfaction, trust, perceived value and convenience) in the domain of startups that provide transport services by apps. Structural equation modeling (PLS-SEM) and multigroup analysis were used to test the study’s hypotheses. Results indicate that frequency of use affects differently the relationship between online loyalty and its antecedents, especially concerning trust and satisfaction, for groups of customers with high versus low frequency of use. This discovery contributes to a better understanding of online loyalty, especially in the service sector, and provides managerial directions for companies to attract and maintain clients.

  • português

    O elevado número de novas startups que atuam no mercado tem acirrado a concorrência e aumentando a disputa pela conquista e manutenção de usuários, tornando indispensável o melhor entendimento sobre as variáveis antecedentes da lealdade do consumidor. Este artigo testa o efeito da frequên-cia de uso na relação entre lealdade online e seus antecedentes (satisfação, confiança, valor percebido e conveniência) no cenário de startups prestadoras de serviço de transporte por aplicativo. As hipóteses do estudo foram testadas por meio de modelagem de equações estruturais (PLS-SEM) e análise multigrupo. Os resultados indicam que a frequência de uso afeta de modo diferente a relação entre lealdade online e suas antecedentes, principalmente confiança e satisfação, entre grupos de clientes com maior versus menor frequência de uso. Essa descoberta contribui para a melhor compreensão da lealdade online, principalmente no setor de serviços, e para o direcionamento de esforços das empresas na conquista e manutenção de seus clientes.

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