Loading...
Publication
O Processo de Formação da Lealdade Digital
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Numa era global onde a concorrência empresarial se apresenta cada vez mais
competitiva, é necessário tornar os esforços mais sofisticados e estrategicamente
planeados para que as organizações consigam atingir os objetivos a que se propõem.
Devido à grande ascensão da utilização da informação dos meios digitais por parte
dos consumidores, seja com fins comerciais, de pesquisa ou entretenimento, a
necessidade de se realizarem estudos relativamente à lealdade no âmbito digital,
tornaram possível uma nova conceptualização, intimamente ligada a novos
comportamentos do consumidor, de lealdade digital.
A revisão da literatura efetuada neste trabalho, permitiu compreender que a lealdade
do consumidor, seja esta uma lealdade no meio tradicional ou no meio digital, é cada
vez mais um fator competitivo para as empresas conseguirem manter relacionamentos
duradouros e rentáveis com os seus clientes, intrínsecos a uma geração de valor para
ambas as partes, tendo permitido conceptualizar a lealdade no meio tradicional e a
lealdade digital, detalhando cada uma delas com as suas características especificas e
diferenciadoras.
Pretende-se com este trabalho clarificar os antecedentes da formação da lealdade
digital, i.e., o valor, a qualidade, a confiança e o compromisso, com o objetivo de
perceber se estes são factores muito importantes na construção da lealdade digital.
Para tal, foi realizado um estudo de caso, exclusivo para o mercado português, de uma
empresa digital a operar em Portugal (OLX, Inc.), através de um inquérito a
utilizadores de internet, num estudo primário, quantitativo e aleatório que irá permitir
(i) identificar e quantificar os utilizadores conhecedores da OLX, (ii) clarificar esses
utilizadores conhecedores da OLX no respeitante à lealdade à marca e (iii) perceber se
o valor, qualidade, confiança e compromisso são factores muito importantes no
constructo da lealdade digital.
O estudo realizado verificou que nem todas as variáveis se confirmam, de forma que
existem factores que não são muito importantes no processo da construção da
lealdade digital.
In an era where global business competition appears increasingly competitive, it is necessary to make the most sophisticated efforts and strategical plans so that organizations can achieve their set goals. Due to a great rise in the use of information of the digital media by consumers, either for commercial, research or entertainment purposes, the need for further studies concerning loyalty in the digital context, made a new conceptualization possible, intimately linked to new consumer behaviour’s, of digital loyalty. The literature review performed in this paper allows us to understand that consumer loyalty, is becoming a more competitive factor for companies to succeed in maintaining lasting and profitable relationships with their customers, intrinsic to a valuable generation for both parties, having allowed to conceptualize loyalty in the traditional means and, digital loyalty, detailing each one of them with its specific and distinctive characteristics. With this paper we aim to clarify the background on the formation of digital loyalty, i.e. the value, the quality, the trust and the commitment in order to understand if these are fundamental and determinant factors in the construction of digital loyalty. To this end, we performed a case study, unique to the Portuguese market, about a digital company operating in Portugal (OLX, Inc.), through a survey for Internet users in a primary, quantitative, randomized study that will allow (i) identify and quantify knowing users of OLX, (ii) clarify these knowledgeable users with OLX in regard to brand loyalty, and (iii) realize if the value, quality, trust and commitment are key very important in the construction of digital loyalty. The study verified that not all variables are confirmed, so there are factors, which are not very important in the process of constructing digital loyalty.
In an era where global business competition appears increasingly competitive, it is necessary to make the most sophisticated efforts and strategical plans so that organizations can achieve their set goals. Due to a great rise in the use of information of the digital media by consumers, either for commercial, research or entertainment purposes, the need for further studies concerning loyalty in the digital context, made a new conceptualization possible, intimately linked to new consumer behaviour’s, of digital loyalty. The literature review performed in this paper allows us to understand that consumer loyalty, is becoming a more competitive factor for companies to succeed in maintaining lasting and profitable relationships with their customers, intrinsic to a valuable generation for both parties, having allowed to conceptualize loyalty in the traditional means and, digital loyalty, detailing each one of them with its specific and distinctive characteristics. With this paper we aim to clarify the background on the formation of digital loyalty, i.e. the value, the quality, the trust and the commitment in order to understand if these are fundamental and determinant factors in the construction of digital loyalty. To this end, we performed a case study, unique to the Portuguese market, about a digital company operating in Portugal (OLX, Inc.), through a survey for Internet users in a primary, quantitative, randomized study that will allow (i) identify and quantify knowing users of OLX, (ii) clarify these knowledgeable users with OLX in regard to brand loyalty, and (iii) realize if the value, quality, trust and commitment are key very important in the construction of digital loyalty. The study verified that not all variables are confirmed, so there are factors, which are not very important in the process of constructing digital loyalty.
Description
Keywords
Compromisso Confiança Consumidor Lealdade digital Lealdade tradicional Qualidade Valor