Envíe este artículo por correo electrónico 
“Eu é que não Ponho meu Cartão de Crédito aí!”: Um Estudo dos Antecedentes da Lealdade no Contexto On-lines
Resumen
Apresentamos neste trabalho um modelo de hipóteses com variáveis antecedentes da Lealdade em relação a um website (qualidade do site, reputação, segurança, benefício percebido e confiança) e o papel mediador do valor percebido nesta relação. A coleta foi realizada por meio de um survey on-line no qual participaram 243 respondentes. Os dados obtidos foram analisados por meio de modelagem de equações estruturais com estimação da matriz de correlação por mínimos quadrados parciais. Mesmo que 10 (das 14) hipóteses tenham sido confirmadas, nem a Segurança percebida pelo internauta nem a Reputação do website foram significantes para explicar a Lealdade da amostra. Isso mostra um ponto central para a atuação dos gestores de marketing, dado que a percepção dos usuários acerca destes construtos revela um grande gap em relação ao cenário ideal. Ao final do estudo apresentamos as principais implicações teóricas e práticas.
Palabras clave
Texto completo:
PDF (Português (Brasil))Referencias
Águila-Obra, A. R. D., Padilla-Meléndez, A., & Al-Dweeri, R. M. O. O. (2013). The influence of electronic service quality on loyalty in postal services: the mediating role of satisfaction. Total Quality Management & Business Excellence, 24(9-10), 1111–1123. https://doi.org/10.1080/14783363.2013.807681
Bizarrias, F. S., & Lopes, E. L. (2017). Escalas concorrentes para mensuração do amor à marca: um estudo no contexto nacional. Revista de Administração IMED, 7(1), 180-207. https://doi.org/10.18256/2237-7956/raimed.v7n1p180-207
Bontis, N., Booker, L., & Serenko, A. (2007). The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry. Management Decision, 45(9), 1426–1445. https://doi.org/10.1108/00251740710828681
Chai, J. C. Y., Malhotra, N. K., & Alpert, F. (2015). A two-dimensional model of trust–value–loyalty in service relationships. Journal of Retailing and Consumer Services, 26, 23–31. https://doi.org/10.1016/j.jretconser.2015.05.005
Chellappa, R. K., & Pavlou, P. A. (2002). Perceived information security, financial liability and consumer trust in electronic commerce transactions. Logistics Information Management, 15(5/6), 358–368. https://doi.org/10.1108/09576050210447046
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.
Chiu, C.-M., Wang, E., Fang, Y.-H., & Huang, H.-Y. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114. https://doi.org/10.1111/j.1365-2575.2012.00407.x
Dias, P. S., & Costa, L. F. (2020). Percepção de valor em contas bancárias digitais: um estudo baseado no modelo de aceitação de tecnologias. Revista de Administração IMED, 10(2), 1-26. https://doi.org/10.18256/2237-7956.2020.v10i2.3850
Eisenbeiss, M., Cornelißen, M., Backhaus, K., & Hoyer, W. D. (2014). Non-linear and asymmetric returns on customer satisfaction: do they vary across situations and consumers? Journal of the Academy of Marketing Science, 42(3), 242–263. https://doi.org/10.1007/s11747-013-0366-1
Flavián, C., & Guinalíu, M. (2006). Consumer trust, perceived security and privacy policy. Industrial Management & Data Systems, 106(5), 601–620. https://doi.org/10.1108/02635570610666403
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1–19. https://doi.org/10.1177/002224299405800201
Hubert, M., Blut, M., Brock, C., Backhaus, C., & Eberhardt, T. (2017). Acceptance of smartphone-based mobile shopping: mobile benefits, customer characteristics, perceived risks, and the impact of application context. Psychology and Marketing, 34(2), 175–194. https://doi.org/10.1002/mar.20982
Hwang, Y., & Kim, D. J. (2007). Customer self-service systems: the effects of perceived web quality with service contents on enjoyment, anxiety, and e-trust. Decision Support Systems, 43(3), 746-760. https://doi.org/10.1016/j.dss.2006.12.008
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564. https://doi.org/10.1016/j.dss.2007.07.001
Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43, 304-310. https://doi.org/10.1016/j.jretconser.2018.04.011
Kuo, S., Nathania, C., Wang, A.-L., Chen, W.-L., & Yap, B. M. (2018). Study on the experimental marketing and customer intention of design hotel. J. of Tourism and Hospitality Management, 6(6). https://doi.org/10.17265/2328-2169/2018.12.005
Lopes, E. L., Freire, O. B. L., & Lopes, E. H. (2019). Competing scales for measuring perceived quality in the electronic retail industry: A comparison between ES-Qual and E-TailQ. Electronic Commerce Research and Applications, 34, 100824. https://doi.org/10.1016/j.elerap.2019.100824
Liang, T.-P., Wu, S. P.-J., & Huang, C.-C. (2019). Why funders invest in crowdfunding projects: Role of trust from the dual-process perspective. Information & Management, 56(1), 70–84. https://doi.org/10.1016/j.im.2018.07.002
Liao, Z., & Wong, W. K. (2008). The determinants of customer interactions with internet-enabled e-banking services. Journal of the Operational Research Society, 59(9), 1201–1210. https://doi.org/10.1057/palgrave.jors.2602429
Lee, M. C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130-141. https://doi.org/10.1016/j.elerap.2008.11.006
Lynch, P. D., Kent, R. J., & Srinivasan, S. S. (2001). The global internet shopper: evidence from shopping tasks in twelve countries. Journal of Advertising Research, 41(3), 15–23. https://doi.org/10.2501/JAR-41-3-15-23
Marcos, A., & Coelho, A. (2017). Antecedents and consequences of perceived value in the insurance industry. European Journal of Applied Business and Management, 3(2). http://nidisag.isag.pt/index.php/IJAM/article/download/230/pdf_3
Malhotra, N. K., Lopes, E. L., & Veiga, R. T. (2014). Modelagem de equações estruturais com Lisrel: uma visão inicial. Revista Brasileira de Marketing, 13(2), 28-43.
Matos, C. A. de, & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578–596. https://doi.org/10.1007/s11747-008-0121-1
Nieto, J., Hernández-Maestro, R. M., & Muñoz-Gallego, P. A. (2014). Marketing decisions, customer reviews, and business performance: The use of the Toprural website by Spanish rural lodging establishments. Tourism Management, 45, 115–123. https://doi.org/10.1016/j.tourman.2014.03.009
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33–44. https://doi.org/10.1177/00222429990634s105
Ortega-Morán, J. F., Pagador, J. B., Sánchez-Peralta, L. F., Sánchez-González, P., Noguera, J., Burgos, D., ... & Sánchez-Margallo, F. M. (2017). Validation of the three web quality dimensions of a minimally invasive surgery e-learning platform. International Journal of Medical Informatics, 107, 1-10. https://doi.org/10.1016/j.ijmedinf.2017.07.001
Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2019). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), 384-405. https://doi.org/10.1108/IJBM-03-2019-0096
Pacheco, N. A. (2017). Produzindo a oferta com o consumidor: estratégias para co-criação de valor e marketing de relacionamento. Revista de Administração IMED, 6(2), 251-261. https://doi.org/10.18256/2237-7956/raimed.v6n2p251-261
Palmatier, R. W., Scheer, L. K., & Steenkamp, J.-B. E.M. (2007). Customer loyalty to whom? Managing the benefits and risks of salesperson-owned loyalty. Journal of Marketing Research, 44(2), 185–199. https://doi.org/10.1509/jmkr.44.2.185
Petrick, J. F., & Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of Travel Research, 41(1), 38-45. https://doi.org/10.1177/004728750204100106
Podsakoff, P. M., Mackenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 885(879), 10-1037. https://doi.org/10.1037/0021-9010.88.5.879
Ponzi, L. J., Fombrun, C. J., & Gardberg, N. A. (2011). RepTrak™ Pulse: conceptualizing and validating a short-form measure of corporate reputation. Corporate Reputation Review, 14(1), 15–35. https://doi.org/10.1057/crr.2011.5
Putri, W. K., & Pujani, V. (2019). The influence of system quality, information quality, e-service quality and perceived value on Shopee consumer loyalty in Padang City. The International Technology Management Review, 8(1), 10-15. https://doi.org/10.2991/itmr.b.190417.002
Ralston, R. W. (2003). The effects of customer service, branding, and price on the perceived value of local telephone service. Journal of Business Research, 56(3), 201-213. https://doi.org/10.1016/S0148-2963(01)00221-1
Ringle, C. M., Silva, D. da, & Bido, D. D. S. (2014). Modelagem de equações estruturais com utilização do SmartPLS. Revista Brasileira de Marketing, 13(2), 56-73. https://doi.org/10.5585/remark.v13i2.2717
Roy, M. C., Dewit, O., & Aubert, B. A. (2001). The impact of interface usability on trust in web retailers. Internet Research, 11(5), 388–398. https://doi.org/10.1108/10662240110410165
Sánchez, M., & Urbano, A. (2019). Security in digital markets. Journal of Business Research, 101, 485-491. https://doi.org/10.1016/j.jbusres.2018.12.066
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15–37. https://doi.org/10.1509/jmkg.66.1.15.18449
Susanto, H., Sucahyo, Y. G., Ruldeviyani, Y., & Gandhi, A. (2018). Analysis of factors that influence purchase intention on omni-channel services. In 2018 International Conference on Advanced Computer Science and Information Systems): The Phoenix Hotel, Yogyakarta, Indonesia (pp. 151–155). [Piscataway, New Jersey]: IEEE. https://doi.org/10.1109/ICACSIS.2018.8618249
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
Tsao, W. C., Hsieh, M. T., & Lin, T. M. (2016). Intensifying online loyalty! The power of website quality and the perceived value of consumer/seller relationship. Industrial Management & Data Systems, 116(9), 1-25. https://doi.org/10.1108/IMDS-07-2015-0293
Uzir, M. U. H., Al-Halbusi, H., Thurasamy, R., Hock, R. L. T., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721. https://doi.org/10.1016/j.jretconser.2021.102721
Weiner, B. (2013). Human motivation: Psychology Press. https://doi.org/10.4324/9780203772218
DOI: https://doi.org/10.18256/2237-7956.2022.v12i1.4520
Enlaces refback
- No hay ningún enlace refback.
Copyright (c) 2022 Mayara Rodrigues Graça Babolim, Evandro Luiz Lopes, Aleixo Fernandes, Marcelo Carvalho, Luis Hernan Contreras Pinochet
Revista de Administração IMED (RAIMED) ISSN: 2237-7956 Programa de Pós-Graduação em Administração (PPGA/Atitus)
Atitus Educação - Business School – www.imed.edu.br – Rua Senador Pinheiro, 304 – Bairro Vila Rodrigues – 99070-220 – Passo Fundo/RS – Brasil Tel.: +55 51 4004-4818
