A Estratégia Omnichannel para a Fidelização do Cliente No Varejo: Um Estudo de Caso da Empresa Amaro
UM ESTUDO DE CASO DA EMPRESA AMARO
DOI:
https://doi.org/10.53946/rmr.v2i1.32Palabras clave:
Omnichannel, Varejo de moda, FidelizaçãoResumen
Objetivo do Trabalho: Aanalisar a contribuição do omnichannel para a fidelização do cliente dentro do varejo de moda, tendo como objeto de estudo o caso da empresa Amaro. Buscou-se entender a aplicação do conceito omnichannel no processo de interação entre consumidor e marca e avaliar empiricamente o efeito da estratégia omnichannel adotada pela Amaro na fidelização de suas consumidoras.
Metodologia: Pesquisa qualitativa exploratória e quantitativa descritiva aplicada em um estudo de caso. Foram realizadas entrevistas em profundidade com consumidores da marca, especialista e gestor da loja, na parte qualitativa, e levantamento (survey) na quantitativa. Os dados qualitativos foram avaliados através da análise de conteúdo com categorização a priori. Os dados quantitativos foram submetidos à análise descritiva da amostra, análise univariada dos constructos e análise de regressão.
Originalidade: O tema da fidelização no omnichannel ainda é pouco explorado na academia e esse estudo possibilitou identificar aspectos que contribuem para esse processo, tais como a percepção e a recomendação da marca.
Principais Resultados: Observa-se que a Amaro molda o seu negócio para oferecer uma experiência de compra omnichannel a suas consumidoras e que seus esforços nessa estratégia contribuem para o processo de fidelização das consumidoras com a marca. A experiência de comunicação, compra, entrega e pós-compra teve relação positiva significativa com a percepção e com recomendação da marca. Nos canais de venda, o site é o que teve uma experiência com significância estatística e está mais estreitamente associado com a recomendação da marca, mas também com a percepção da marca.
Contribuições Teóricas: Possibilitou identificar como as variáveis experiência de comunicação, compra, entrega, pós-compra e canais de venda podem influenciar na fidelização da marca através da percepção e recomendação da marca. E, que entre os canais de venda, nem todos demonstraram relevância significativa.
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Derechos de autor 2022 Aline Silva Autran de Morais, Martha Stadtalander Magnus Chaves Barcellos, Mauren Soares Müller, Liliane Antunes Rohde
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