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A experiência do consumidor como ferramenta de fidelização no varejo
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Abstract(s)
A pesquisa aborda A Experiência do Consumidor como Ferramenta de Fidelização no Varejo e teve por objetivo geral identificar as experiências proporcionadas aos consumidores, pelas empresas varejistas, que são capazes de influenciar na decisão, na satisfação e na fidelização do cliente do varejo. A metodologia adotou um design exploratório e descritivo, por meio de entrevistas com os especialistas em varejo e questionários aplicados aos consumidores. As principais conclusões são as seguintes: o olfato é a variável de maior poder de influência na Decisão de Compra; a variável canal é a de maior poder de influência na Satisfação de Compra; a variável personalização possui maior poder de influência na Intenção de Voltar a Comprar; e na Intenção de Recomendar a Compra, é a variável desenvolvimento de produtos e/ou serviços aprimorados possui maior poder de influência junto aos consumidores. Foram ainda avaliadas as diferenças dos diversos níveis de grau de influência relativamente às variáveis sociodemográficas (idade, gênero, estado civil, grau de instrução, moradia e renda), tendo sido encontradas diferenças quanto à decisão de compra entre grupos etários. Pelo contrário, tanto os especialistas quanto os consumidores, partilham da mesma percepção no que se refere ao grau de influência destas na decisão de compra, na satisfação de compra, na intenção de voltar a comprar e na intenção de recomendar a compra.
The research addresses Consumer Experience as a Retail Loyalty Tool and had the general objective of identifying the experiences provided to consumers by retail companies, which are able to influence the decision, satisfaction and loyalty of the retail customer. The methodology adopted an exploratory and descriptive design, by means of interviews with retail specialists and questionnaires applied to consumers. The main conclusions are as follows: Smell is the most powerful variable influencing the Purchase Decision; the channel variable has the most powerful influence on Purchase Satisfaction; the customization variable has the most powerful influence on the Intention to Buy Again; and in the Intention to Recommend a Purchase, the improved product and/or service development variable has the most powerful influence on consumers. The differences of the various levels of influence were also evaluated in relation to the sociodemographic variables (age, gender, marital status, level of education, housing, and income), and differences were found regarding the purchase decision between age groups. On the contrary, both experts and consumers, share the same perception regarding the degree of influence of these on the purchase decision, purchase satisfaction, intention to purchase again, and intention to recommend the purchase.
The research addresses Consumer Experience as a Retail Loyalty Tool and had the general objective of identifying the experiences provided to consumers by retail companies, which are able to influence the decision, satisfaction and loyalty of the retail customer. The methodology adopted an exploratory and descriptive design, by means of interviews with retail specialists and questionnaires applied to consumers. The main conclusions are as follows: Smell is the most powerful variable influencing the Purchase Decision; the channel variable has the most powerful influence on Purchase Satisfaction; the customization variable has the most powerful influence on the Intention to Buy Again; and in the Intention to Recommend a Purchase, the improved product and/or service development variable has the most powerful influence on consumers. The differences of the various levels of influence were also evaluated in relation to the sociodemographic variables (age, gender, marital status, level of education, housing, and income), and differences were found regarding the purchase decision between age groups. On the contrary, both experts and consumers, share the same perception regarding the degree of influence of these on the purchase decision, purchase satisfaction, intention to purchase again, and intention to recommend the purchase.
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Keywords
Experiência do consumidor Fidelização Engajamento Ativismo Consumer experience Loyalty Omnichannel Engagement Activism