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Publication
Impacto do E-Commerce na Satisfação do Cliente em Transição de Online para Offline
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| 973.54 KB | Adobe PDF |
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Abstract(s)
A velocidade de expansão do E-Commerce está a alterar os hábitos de compra dos consumidores e a moldar a forma como as empresas atuam no mercado. Esta realidade é mais evidente e impactante no setor de retalho, onde o E-Commerce possibilitou as empresas ultrapassar as barreiras geográficas para vender e a operar de forma mais eficiente permitindo uma presença online e offline. Esta presença digital criou uma maior exposição das empresas e reconhecimento, facilitando o acesso a informação acerca de um determinado produto ou serviço. O estudo apresenta a análise efetuada sobre o impacto da satisfação persentida pelos consumidores quando transitam de um meio online para offline. Para isso, recorreu-se a uma metodologia qualitativa, sob a forma de entrevistas, de 10 restaurantes pertencentes ao distrito de Castelo Branco, mais concretamente, no concelho da Covilhã. Pretende-se averiguar, dentro do setor da restauração, como o E-Commerce pode influenciar a satisfação do consumidor, potenciar a transição online para offline e qual o diferencial encontrado na satisfação do online comparativamente com o offline. Com os resultados foi possível atestar que E-Commerce tem impacto, positivo ou negativo, na satisfação do consumidor e, incrementa a transição de online para offline, influenciando a satisfação do consumidor. O estudo ajuda a enriquecer o entendimento do E-Commerce com a satisfação do consumidor e, em simultâneo, inside em uma lacuna existente em estudos previamente realizados.
The speed at which E-Commerce is expanding is changing consumer buying habits and moulding the way companies operate in the market. This reality is most evident and impactful in the retail sector, where E-Commerce has enabled companies to overcome geographical barriers in order to sell and operate more efficiently, allowing for an online and offline presence. This digital presence has created greater exposure and recognition for companies, facilitating access to information about a particular product or service. The study analyses the impact of consumer satisfaction when they move from online to offline. To this end, a qualitative methodology was used in the form of interviews with 10 restaurants in the district of Castelo Branco, specifically in the municipality of Covilhã. The aim was to find out, within the catering sector, how e-commerce can influence consumer satisfaction, boost the transition from online to offline and what the difference is in satisfaction between online and offline. The results show that e-commerce has a positive or negative impact on consumer satisfaction and increases the transition from online to offline, influencing consumer satisfaction. The study helps to enrich the understanding of E-Commerce with consumer satisfaction and, at the same time, inside an existing gap in previously conducted studies.
The speed at which E-Commerce is expanding is changing consumer buying habits and moulding the way companies operate in the market. This reality is most evident and impactful in the retail sector, where E-Commerce has enabled companies to overcome geographical barriers in order to sell and operate more efficiently, allowing for an online and offline presence. This digital presence has created greater exposure and recognition for companies, facilitating access to information about a particular product or service. The study analyses the impact of consumer satisfaction when they move from online to offline. To this end, a qualitative methodology was used in the form of interviews with 10 restaurants in the district of Castelo Branco, specifically in the municipality of Covilhã. The aim was to find out, within the catering sector, how e-commerce can influence consumer satisfaction, boost the transition from online to offline and what the difference is in satisfaction between online and offline. The results show that e-commerce has a positive or negative impact on consumer satisfaction and increases the transition from online to offline, influencing consumer satisfaction. The study helps to enrich the understanding of E-Commerce with consumer satisfaction and, at the same time, inside an existing gap in previously conducted studies.
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Keywords
Consumidor E-Business E-Commerce Impacto Online-to-Offline Satisfação