Análise entre países do boca a boca do consumidor online: o papel da lealdade de ação no Brasil e na Suécia
DOI:
https://doi.org/10.18593/race.27298Palavras-chave:
boca a boca, lealdade, cliente, comércio eletrônicoResumo
This study intends to further expand the research on the connection between word-of-mouth (WOM) and customer loyalty, observing the effect of action loyalty on WOM of e-consumer in Este estudo pretende ampliar as pesquisas sobre a conexão entre boca a boca (WOM) e fidelização de clientes, observando o efeito da lealdade de ação sobre o WOM do consumidor online, em uma análise entre brasileiros e suecos. Usamos um método quantitativo por meio de survey, com consumidores residentes na Suécia e no Brasil. O teste de hipóteses foi realizado por meio de análise de regressão. Embora os países pesquisados tenham diferentes estágios de industrialização e de desenvolvimento econômico, cada um com características únicas em relação às suas culturas nacionais, não há evidências de diferenças no WOM no efeito moderador da lealdade de ação. A principal contribuição deste estudo é o desenvolvimento e análise do efeito da lealdade de ação sobre o WOM e a respectiva diferença entre Brasil e Suécia. Os resultados são úteis para que os profissionais de varejo concentrem seus recursos no WOM entre os clientes que têm uma conexão pessoal entre si, a fim de fidelizar os clientes. Assim, este trabalho representa uma nova contribuição empírica para o campo do WOM, principalmente devido à abordagem da fidelização do cliente de consumidores online, especificamente quanto ao nível da lealdade (comportamento) apresentada.a cross-country analysis, between Brazilians and Swedes. We use a quantitative method by collecting answers from a survey, with consumers living in Sweden and in Brazil. The hypotheses test was realized by regression analysis. Although the countries surveyed have different stages of industrialization and economic development, each with unique characteristics in relation to their national cultures, there is no evidence of differences on WOM in the moderating effect of action loyalty. The main contribution of this study is the development and analysis of the effect of loyalty on WOM and the respective difference between Brazil and Sweden. The results are useful for retail professionals to focus their resources on WOM among customers who have a personal connection with each other, in order to gain customer loyalty. Thus, this work represents a new empirical contribution to the WOM field, mainly due to the approach being in online consumers, and to customer loyalty, specifically as the loyalty to the action (behavior) displayed by the customers.
Downloads
Referências
Abdalla, M. M., Altaf, J. G., Trocoli, I. R., & Trinta, J. L. (2012). Antecedents of the intent to recommend: A problem with fast food restaurants. RBGN – Review of Business Management, 14(43), 234-250. DOI: https://doi.org/10.7819/rbgn.v14i43.838
Akbari, M, Kazemi, R., & Haddadi, M. (2016). Relationship marketing and word-of-mouth communications: Examining the mediating role of customer loyalty. Marketing and branding research, 3(1), 63-74. DOI: https://doi.org/10.33844/mbr.2016.60193
Borges, M., Hoppen, N., & Luce, F. B. (2009). Information technology impact on market orientation in e-business. Journal of Business Research, 62(9), 883-890. DOI: https://doi.org/10.1016/j.jbusres.2008.10.010
Choshin, M., & Ghaffari, A. (2017). An investigation of the impact of effective factors on the success of e-commerce in small- and medium-sized companies. Computers in Human Behavior, 66, 67-74. DOI: https://doi.org/10.1016/j.chb.2016.09.026
Costa, S. B., Claro, D. P., & Bortoluzzo, A. B. (2017). The influence of customer value on word of mouth: A study of a financial services company in Brazil. RBGN – Review of Business Management, 20(2), 210-231. DOI: https://doi.org/10.7819/rbgn.v20i2.3798
Craig, S. C., & Douglas, S. P. (2006). Beyond natural culture: Implications of cultural dynamics for consumer research. International Marketing Review, 23(3), 322-342. DOI: https://doi.org/10.1108/02651330610670479
DeBard, R. (2004). Millenials coming to college. In M. D. Coomes & R. DeBard (Eds.), Serving the millennial generation (pp. 33-46). Wiley Periodicals Inc. DOI: https://doi.org/10.1002/ss.123
Dick, A. S., & Kunal, B. (2013). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. DOI: https://doi.org/10.1177/0092070394222001
Eastman, J. K., Iyer, R., Shepherd, C.D., Heugel, A., & Faulk, D. (2018). Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults. Psychol Mark, 35, 220-236. DOI: https://doi.org/10.1002/mar.21082
Eelen, J., Özturan, P., & Verlegh, P. W. J. (2016). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872-891. DOI: https://doi.org/10.1016/j.ijresmar.2017.08.002
Gauri, D. K., Bhatnagar, A., & Rao, R. (2008). Role of word of mouth in online store loyalty. Communications of the ACM, 51(3), 89-91. DOI: https://doi.org/10.1145/1325555.1325572
Goldsmith, R. E., & Clark, R. A. (2012). Materialism, status consumption, and consumer independence. Journal of Social Psychology, 152(1), 43-60. DOI: https://doi.org/10.1080/00224545.2011.555434
Hair, J. F., Jr., Black, C. W., Babin, J. B., Anderson, R. E., & Tatham, L. R. (2006). Multivariate data analysis (6th ed.). Pearson.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52. DOI: https://doi.org/10.1002/dir.10073
Hofstede, G. (2010). Cultures and Organizations: Software for the Mind (3rd ed.). McGraw-Hill Education.
Hofstede, G. (2020). Dimensions of national cultures. https://geerthofstede.com/country-comparison-graphs
Hofstede, G., & Bond, M. H. (1984). Hofstede's culture dimensions: An independent validation using Rokeach's value survey. Journal of Cross-Cultural Psychology, 15, 417-433. DOI: https://doi.org/10.1177/0022002184015004003
Jai, T.-M., Burns, L. D., & King, N. J. (2013). The effect of behavioral tracking practices on consumers' shopping evaluations and repurchase intention toward trusted online retailers. Computers in Human Behavior, 29(3), 901-909. DOI: https://doi.org/10.1016/j.chb.2012.12.021
Kassim, N. M., & Ismail, S. (2009). Investigating the complex drivers of loyalty in e‐commerce settings. Measuring Business Excellence, 13(1), 56-71. DOI: https://doi.org/10.1108/13683040910943054
Lazarevic, V. (2012). Encouraging brand loyalty in fickle generation y consumers. Young Consumers, 1(13), 45-61. DOI: https://doi.org/10.1108/17473611211203939
Motta, J., & Scharf, E. R. (2017). A autoexpressão como dimensão inovadora de motivação no compartilhamento de vídeos em redes sociais. RACE - Revista De Administração, Contabilidade E Economia, 16(3), 1059-1078. DOI: https://doi.org/10.18593/race.v16i3.12370
Nisar, T., & Prabhakar, G. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing? Journal of Retailing and Consumer Service, 39, 135-144. DOI: https://doi.org/10.1016/j.jretconser.2017.07.010
Oliver, R. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44. DOI: https://doi.org/10.2307/1252099
Organisation for Economic Co-operation and Development. (2020). Better Life Index (BLI). http://www.oecdbetterlifeindex.org/.
Palvia, P. (2009). The role of trust in e-commerce relational exchange: A unified model. Information & Management, 46(4), 213-220. DOI: https://doi.org/10.1016/j.im.2009.02.003
Pereira, H. G., Cardoso, M., & Dionísio, P. (2017). The determinants of website purchases: The role of e-customer loyalty and word-of-mouth. International Journal of Electronic Marketing and Retailing, 8(2), 136-156. DOI: https://doi.org/10.1504/IJEMR.2017.085705
Pollack, B. L. (2017). The Divergent “Loyalty” Behaviors of a Captive Consumer. Services Marketing Quarterly, 38(2), 74-87. DOI: https://doi.org/10.1080/15332969.2017.1289788
Rahayu, R., & Day, J. (2015). Determinant factors of e-commerce adoption by SMEs in developing country: Evidence from Indonesia. Procedia - Social and Behavioral, 195, 142-150. DOI: https://doi.org/10.1016/j.sbspro.2015.06.423
Reichheld, F. F. & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78, 105-113.
Roy, S., Butaney, G. T., Sekhon, H., & Butaney, B. (2014). Word-of-mouth and viral marketing activity of the on-line consumer: The role of loyalty chain stages theory. Journal of Strategic Marketing, 22(6), 494-512. DOI: https://doi.org/10.1080/0965254X.2014.885990
Soares, A. A. C., & Costa, F. J. (2008). The Influence of perceived value and customer satisfaction on the word of mouth behavior: An analysis in academies of gymnastics. RBGN – Review of Business Management, 10(28), 295-312. DOI: https://doi.org/10.7819/rbgn.v10i28.340
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50. DOI: https://doi.org/10.1016/S0022-4359(01)00065-3
Statista. (2017). Retail e-commerce sales worldwide from 2014 to 2021 (in billion U.S. dollars). https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales.
Sun, T., Youn, S., Wu, G., & Kuntaparaporn, M. (2006). Online word-of-mouth (or mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication, 11, 1104-1127. DOI: https://doi.org/10.1111/j.1083-6101.2006.00310.x
Tavakol, N., Sardari, A., & Ghazizadeh, M. (2015). Evaluating the effect of adopting electronic banking on word-of-mouth advertising by mediating role of customer satisfaction and loyalty: A case study of branches of Eghtesadi Novin Bank in Shiraz. Trading Strategies, 21(3), 49-60.
Trusov, M., Bucklin, R. E. and Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90-102. DOI: https://doi.org/10.1509/jmkg.73.5.90
Yang, Q., Pang, C., Liu, L., Yen, D. C., & Tarne, J. M. (2015). Exploring consumer perceived risk and trust for online payments: An empirical study in China's younger generation. Computers in Human Behavior, 50, 9-24. DOI: https://doi.org/10.1016/j.chb.2015.03.058
Yoo, C. W., Sanders, G. L., & Moon, J. (2013). Exploring the effect of e-WOM participation on e-loyalty in e-commerce. Decision Support Systems, 55(3), 669-678. DOI: https://doi.org/10.1016/j.dss.2013.02.001
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2021 Raul Beal Partyka, Jailson Lana
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial 4.0 International License.
Autores mantêm os direitos autorais e concedem ao periódico o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional, que permite o compartilhamento do trabalho com reconhecimento de autoria e publicação inicial neste periódico.
