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Publication
O impacto do word-of-mouth eletrónico no aumento da adesão de clientes no ginásio Solinca Light do Barreiro
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| 1.13 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Com a evolução tecnológica, a forma como os indivíduos interagem entre si alterou-se significativamente e surgiram oportunidade para as marcas, pois a evolução facilitou a interação entre elas e o próprio consumidor. Assim sendo, com esta evolução surgiu uma nova forma de comunicação – o Word-of-Mouth eletrónico, que se tornou numa das principais influências, quer para as empresas como para os consumidores. No que concerne à importância do Word-of-Mouth eletrónico nas empresas, importa reforçar que o seu surgimento facilitou a interação de forma significativa com os consumidores, como também permitiu obter informações relativamente às suas necessidades. Essa análise (informação “divulgada” pelos clientes) possibilita que as empresas atuem na melhoria e no desenvolvimento dos seus produtos e serviços de acordo com as necessidades existentes, como de potenciais dos clientes. Em relação aos consumidores, o Word-of-Mouth eletrónico facilitou não só interação mútua entre eles, como também na divulgação e na partilha das suas experiências relativamente ao uso dos produtos e serviços da empresa através das redes sociais. Por meio da análise de toda essa informação partilhada, é possível aumentar a confiança dos clientes no processo de tomada de decisão de um produto e serviço, através das avaliações e sentimentos revelados por outros indivíduos, no meio online. Nesse contexto, de uma forma geral, o projeto de investigação presente tem como objetivo geral compreender se o impacte do Word-of-Mouth eletrónico contribui para o crescimento de adesão de clientes ao ginásio Solinca Light do Barreiro. A resposta a essa pergunta procurará identificar estratégias e táticas adequadas para melhorar a experiência dos indivíduos e auxiliar na tomada e decisão de potenciais clientes. De forma a ser dada resposta aos objetivos definidos na investigação, procedeu-se à realização de uma pesquisa quantitativa através da aplicação de um questionário estruturado online, direcionado ao público-alvo que frequentava este ginásio. Assim sendo, de acordo com os resultados obtidos concluiu-se que a importância do Word-of-Mouth eletrónico tem apresentado uma influência significativa na atração de novos sócios para o ginásio Solinca Light do Barreiro.
With technological evolution, the way individuals interact with each other has changed significantly and an opportunity has arisen for brands because it has facilitated between them and the consumer himself. Therefore, with this evolution, a new form of electronic Word-of-Mouth communication has emerged that has become one of the main influences for both companies and consumers. Regarding the importance of electronic Word-of-Mouth in companies, it is important to emphasize that its emergence has significantly facilitated interaction with consumers, as well as allowing information to be obtained regarding their needs. Through this analysis disclosed by customers, it enables companies to act in the improvement and development of their products and services according to the existing needs and potential needs of customers. In relation to consumers, the electronic Word-of-Mouth facilitated not only mutual interaction between them but also in the dissemination and sharing of their experience regarding the use of the company's products and services through social networks. By analyzing all this shared information, it allows you to increase customer confidence in the decision-making process of a product and service, through the evaluations and feelings revealed by other individuals, in the online environment. In general, the research project aims to understand whether the impact of electronic Word-of-Mouth contributes to the increase in customer membership growth to the Solinca Light gym in Barreiro, as well as to identify more appropriate strategies to adopt to improve the experience of individuals and assist in the making and decision making of potential customers. In order to respond to the objectives defined in the research, a quantitative research was carried out through the application of an online questionnaire directed to the target audience that attended this gym. Therefore, according to the results obtained, it was concluded that the importance of the electronic Word-of-Mouth has had a significant influence on attracting new members to the Solinca Light gym in Barreiro.
With technological evolution, the way individuals interact with each other has changed significantly and an opportunity has arisen for brands because it has facilitated between them and the consumer himself. Therefore, with this evolution, a new form of electronic Word-of-Mouth communication has emerged that has become one of the main influences for both companies and consumers. Regarding the importance of electronic Word-of-Mouth in companies, it is important to emphasize that its emergence has significantly facilitated interaction with consumers, as well as allowing information to be obtained regarding their needs. Through this analysis disclosed by customers, it enables companies to act in the improvement and development of their products and services according to the existing needs and potential needs of customers. In relation to consumers, the electronic Word-of-Mouth facilitated not only mutual interaction between them but also in the dissemination and sharing of their experience regarding the use of the company's products and services through social networks. By analyzing all this shared information, it allows you to increase customer confidence in the decision-making process of a product and service, through the evaluations and feelings revealed by other individuals, in the online environment. In general, the research project aims to understand whether the impact of electronic Word-of-Mouth contributes to the increase in customer membership growth to the Solinca Light gym in Barreiro, as well as to identify more appropriate strategies to adopt to improve the experience of individuals and assist in the making and decision making of potential customers. In order to respond to the objectives defined in the research, a quantitative research was carried out through the application of an online questionnaire directed to the target audience that attended this gym. Therefore, according to the results obtained, it was concluded that the importance of the electronic Word-of-Mouth has had a significant influence on attracting new members to the Solinca Light gym in Barreiro.