Redução da Distância entre a Gestão da Experiência do Cliente e as Compras com Celular

OBJETIVO – O objetivo desta pesquisa é estudar três sinais (reputação do funcionário, design do site e segurança) da estrutura da gestão da experiência do cliente que podem motivar a satisfação e a intenção de recompra do comprador por celular. O papel moderador da distância percebida do varejista é explorado. METODOLOGIA – A abordagem dos mínimos quadrados parciais foi empregada para analisar as informações obtidas de 1053 compradores por celular em um mercado geograficamente extenso e emergente (México). RESULTADOS – A estrutura da gestão da experiência do cliente é útil para explicar a satisfação e a intenção de recompra do comprador-c via telefone celular. Nossos resultados mostram que a reputação (particularmente para os consumidores que percebem que os varejistas estão próximos), design do site (principalmente para os consumidores que percebem que os varejistas estão distantes) e segurança melhoram a satisfação do comprador por celular. Experiências satisfatórias aumentam a intenção de recompra, independentemente da distância percebida de varejistas alternativos. CONTRIBUIÇÕES – Este estudo contribui para a compreensão de quais fatores os vendedores via celular (vendedores-c) podem gerenciar de diferentes modos para gerar satisfação e intenção de recompra via celular, a partir da perspectiva inexplorada da Gestão da Experiência do Cliente e em um mercado emergente pouco estudado. Outra faceta importante deste estudo está relacionada à influência moderadora da distância percebida no relacionamento entre a reputação do funcionário, design do site e segurança, por um lado, e a satisfação do comprador-c, por outro.
Citação ABNT:
SAN-MARTÍN, S.; JIMÉNEZ, N.; PUENTE, N. Redução da Distância entre a Gestão da Experiência do Cliente e as Compras com Celular. Revista Brasileira de Gestão de Negócios, v. 21, n. 2, p. 213-233, 2019.
Citação APA:
San-martín, S., Jiménez, N., & Puente, N. (2019). Redução da Distância entre a Gestão da Experiência do Cliente e as Compras com Celular. Revista Brasileira de Gestão de Negócios, 21(2), 213-233.
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