Frequência de uso no serviço de transporte individual por aplicativo: efeitos sobre as variáveis antecedentes da lealdade online

Autores

  • Daniela Mendes Garzaro PPGA- UNIVERSIDADE NOVE DE JULHO
  • Marcelo Carvalho PPGA- UNIVERSIDADE NOVE DE JULHO
  • Luís Fernando Varotto PPGA- UNIVERSIDADE NOVE DE JULHO https://orcid.org/0000-0003-2205-6112
  • Otavio Bandeira de Lamônica Freire EACH-USP

DOI:

https://doi.org/10.5007/2175-8077.2022.e67976

Palavras-chave:

Startups, Transporte por aplicativo de celular, Lealdade online, Frequência de uso

Resumo

Este artigo testa o efeito moderador da frequência de uso na relação entre lealdade online e seus antecedentes (satisfação, confiança, valor percebido e conveniência) no cenário de startups prestadoras de serviço de transporte individual por aplicativo. Foi utilizada modelagem por equações estruturais (PLS-SEM) em uma análise multigrupo para testar as hipóteses do estudo. Os resultados mostram que a frequência de uso afeta de maneira diferente a relação entre lealdade online e suas variáveis antecedentes, principalmente confiança e satisfação, quando são analisados grupos de clientes com maior ou menor frequência de uso. Essa descoberta abre portas para a melhor compreensão da lealdade online, principalmente no setor de serviços, e para o mais perfeito direcionamento de esforços das empresas para conquista e manutenção da lealdade de seus clientes.

Biografia do Autor

Daniela Mendes Garzaro, PPGA- UNIVERSIDADE NOVE DE JULHO

Doutoranda do Programa de Pós-Graduação em Administração da Universidade Nove de Julho - Linha de Marketing

Marcelo Carvalho, PPGA- UNIVERSIDADE NOVE DE JULHO

Doutoranda do Programa de Pós-Graduação em Administração da Universidade Nove de Julho - Linha de Marketing

Luís Fernando Varotto, PPGA- UNIVERSIDADE NOVE DE JULHO

Professor do Programa de Pós-Graduação em Administração da Universidade Nove de Julho - Linha de Marketing

Diretor Acadêmico dos Cursos de Ciências Gerenciais e Comunicação 

Otavio Bandeira de Lamônica Freire, EACH-USP

Professor do Curso de Marketing da Escola de Artes, Ciências e Humanidades - EACH/USP

Referências

AJZEN, I. Personality and Social Psychology Review. Personality and Social Psychology Review, v. 6, n. 2, p. 107–122, 2002.

ALBA, J. W.; HUTCHINSON, J. W. Dimensions of Consumer Expertise. Journal of Consumer Research, v. 13, n. 4, p. 411, 1987.

ANDERSON, R. E.; SRINIVASAN, S. S. E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology and Marketing, v. 20, n. 2, p. 123–138, 2003.

ARYA, S.; SRIVASTAVA, S. Effects of user’s primary need on relationship between e-loyalty and its antecedents. Decision, v. 42, n. 4, p. 419–449, 2015.

BLANK, S.; DORF, B. The Startup Owner’s Manual: the step-by-step guide for building a great company. 1a. Edição ed. California: K & S Ranch Press Inc., 2012.

BLOCKER, C. P. The dynamics of satisfaction and loyalty after relational transgressions. Journal of Services Marketing, v. 26, n. 2, p. 94–101, 2012.

BONSÓN PONTE, E.; CARVAJAL-TRUJILLO, E.; ESCOBAR-RODRÍGUEZ, T. Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism Management, v. 47, p. 286–302, 2015.

BREI, V. A.; ROSSI, C. A. V. Confiança, valor percebido e lealdade em trocas relacionais de serviço: um estudo com usuários de Internet Banking no Brasil. Revista de Administração Contemporânea, v. 9, n. 2, p. 145–168, 2005.

BROWNE, K. Snowball sampling: using social networks to research non‐heterosexual women. International Journal of Social Research Methodology, v. 8, n. 1, p. 47–60, 2005.

BRUSCH, I.; SCHWARZ, B.; SCHMITT, R. David versus Goliath - Service quality factors for niche providers in online retailing. Journal of Retailing and Consumer Services, 2019.

CAPELAS, B.; TOZETTO, C. Primeiro ‘unicórnio’ pode colocar Brasil no mapa global de startups. O Estado de São Paulo, p. 3–5, 2018.

CASALÓ, L. V.; FLAVIÁN, C.; GUINALÍU, M. The role of satisfaction and website usability in developing customer loyalty and positive word‐of‐mouth in the e‐banking services. International Journal of Bank Marketing, v. 26, n. 6, p. 399–417, 2008.

CHIN, W.; MARCOLIN, B.; NEWSTED, P. latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption. Information systems research, v. 14, n. 2, p. 189–217, jun. 2003.

CHIN, W. W.; HENSELER, J. Intermediate Moderation Analysis in PLS Path Models Moderation Approach. What is Moderation ? 2010.

CHIOU, J. S.; PAN, L. Y. Antecedents of Internet retailing loyalty: Differences between heavy versus light shoppers. Journal of Business and Psychology, v. 24, n. 3, p. 327–339, 2009.

CHOU, S.; CHEN, C.-W.; LIN, J.-Y. Female online shoppers - Examining the mediating roles of e-satisfaction and e-trust on e-loyalty development. Internet Research, v. 25, n. 4, p. 542–561, ago. 2015.

CHUNG, K.; SHIN, J. The antecedents and consequents of relationship quality in internet shopping. Asia Pacific Journal of Marketing and Logistics, v. 22, n. 4, p. 473–491, 2010.

FITZSIMMONS, J. A.; FITZSIMMONS, M. J. Administração de Serviços: Operações, estratégias e Tecnologia da Informação. 7a. Edição ed. Porto Alegre: [s.n.].

FORNELL, C.; LARCKER, D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, v. 18, n. 1, p. 39, fev. 1981.

FORSYTHE, S. M.; SHI, B. Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, v. 56, n. 11, p. 867–875, nov. 2003.

FUENTES-BLASCO, M. et al. Measuring the antecedents of e-loyalty and the effect of switching costs on website. Service Industries Journal, v. 30, n. 11, p. 1837–1852, 2010.

GARBARINO, E.; JOHNSON, M. S. The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, v. 63, n. 2, p. 70, abr. 1999.

GELBRICH, K.; GÄTHKE, J.; HÜBNER, A. Rewarding customers who keep a product: How reinforcement affects customers’ product return decision in online retailing. Psychology and Marketing, v. 34, n. 9, p. 853–867, 2017.

HAIR, JR., J. F. et al. A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM). [s.l.] Thousand Oaks: SAGE Publications, Incorporated., 2014.

HAIR, J. F.; RINGLE, C. M.; SARSTEDT, M. PLS-SEM: Indeed a Silver Bullet. The Journal of Marketing Theory and Practice, v. 19, n. 2, p. 139–152, 2011.

HAIR JR., J. F. et al. Análise Multivariada de Dados. 6th. ed. Porto Alegre: [s.n.].

HANSEN, T. Consumer adoption of online grocery buying: a discriminant analysis Torben. International Journal of Retail & Distribution Management, v. 33, n. 2, p. 101–121, 2006.

HENNIG-THURAU, T.; GWINNER, K. P.; GREMLER, D. D. Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, v. 4, n. 3, p. 230–247, 2002.

HOMBURG, C.; KOSCHATE, N.; HOYER, W. D. Do Satisfied Customers Really Pay More? A Study of the Relationship Between Customer Satisfaction and Willingness to Pay. Journal of Marketing, v. 69, n. 2, p. 84–96, 2005.

JIANG, L. (ALICE); YANG, Z.; JUN, M. Measuring consumer perceptions of online shopping convenience. Journal of Service Management, v. 24, n. 2, p. 191–214, 2013.

KIM, D. J.; FERRIN, D. L.; RAGHAV RAO, H. Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration. Information Systems Research, v. 20, n. 2, p. 237–257, 2009.

KUMAR, V.; DALLA, I.; GANESH, J. Revisiting the Satisfaction – Loyalty Relationship : Empirical Generalizations and Directions for Future Research ଝ. Journal of Retailing, v. 89, n. 3, p. 246–262, 2013.

LIN, H.; LUARN, P. a Customer Loyalty Model for E-Service Context. Journal of Electronic Commerce Research, v. 4, p. 156–167, 2003.

LÓPEZ-MIGUENS, M. J.; VÁZQUEZ, E. G. An integral model of e-loyalty from the consumer’s perspective. Computers in Human Behavior, v. 72, p. 397–411, 2017.

MARTIN, J.; MORTIMER, G.; ANDREWS, L. Re-examining online customer experience to include purchase frequency and perceived risk. Journal of Retailing and Consumer Services, v. 25, p. 81–95, 2015.

MCKNIGHT, D. H.; VIVEK CHOUDHURY; CHARLES KACMAR. Developing and Validating Trust Measures for e-Commerce: An Intergrative Typology. Information Systems Research, v. 13, n. 3, p. 334–359, 2002.

MORGAN, R. M.; HUNT, S. D. Theory of Relationship Marketing. Journal of Marketing, v. 58, n. 3, p. 20–38, 1994.

OLIVER. Whence Consumer Loyalty? The Journal of Marketing, v. 63, n. Journal Article, p. 33–44, 1999.

OZTURK, A. B. et al. What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and perceived convenience. International Journal of Information Management, v. 36, n. 6, p. 1350–1359, 2016.

RAI, A. K.; SRIVASTAV, M. Customer Loyalty in the Indian Aviation Industry: An Empirical Examination. Asia Pacific Journal of Marketing and Logistics, v. 5, n. 1, p. 44–59, 2014.

REICHHELD, F. F.; TEAL, T. The loyalty effect: The hidden force behind growth, profits, and lasting value. [s.l.] Harvard Business Press, 2001.

RINGLE, C. M.; SILVA, D. DA; BIDO, D. D. S. Structural Equation Modeling with the Smartpls. Revista Brasileira de Marketing, v. 13, n. 02, p. 56–73, maio 2014.

RINGLE, C. M.; WENDE, S.; BECKER, J.-M. Smart PLS 3 Boenningstedt: SmartPLS GmbH, 2015.

RODRIGUES, R. B.; OLIVEIRA, R. T. A. DE; SOUZA, R. R. DE. Startups Dirigidas à Inovação de Software : Da Universidade ao MercadoERIPE - III Escola Regional de Informática de Pernambuco. Anais...2013

ROHM, A. J.; SWAMINATHAN, V. A typology of online shoppers based on shopping motivations. Journal of Business Research, v. 57, n. 7, p. 748–757, jul. 2004.

ROSE, S. et al. Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes. Journal of Retailing, v. 88, n. 2, p. 308–322, 2012.

ROWLEY, J.; DAWES, J. Disloyalty : a closer look at non-loyals. Jornal of Consumer Marketing, v. 17, n. 6, p. 538–547, 2000.

SAN-MARTÍN, S.; CAMARERO, C. A Cross-National Study on Online Consumer Perceptions, Trust, and Loyalty. Journal of Organizational Computing and Electronic Commerce, v. 22, n. 1, p. 64–86, 2012.

SÁNCHEZ-FERNÁNDEZ, R.; INIESTA-BONILLO, M. Á. The concept of perceived value: A systematic review of the research. Marketing Theory, v. 7, n. 4, p. 427–451, 2007.

SANTOS, C. P. DOS; FERNANDES, D. V. DER H. Antecedents and consequences of consumer trust in the context of service recovery. Brazilian Administration Review, v. 5, n. 3, p. 225–244, 2008.

SCHWARTZ, D. T. Consuming Choices: Ethics in a Global Consumer Age. Lanhan: Rowman & Littlefield Ind., 2010.

SHANKAR, V.; SMITH, A. K.; RANGASWAMY, A. Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, v. 20, n. 2, p. 153–175, 2003.

SILVA, C. G. et al. O Perfil dos Empreendedores nas Startups: Um Estudo de Caso na Incubadora de Santa Maria. 2o Fórum Internacional Ecoinovar Santa Maria/RS – 23 e 24 de Setembro de 2013 Eixo, p. 1–16, 2013.

SIMON, H.; LEKER, J. Using Startup Communication for Opportunity Recognition - an Approach To Identify Future Product Trends. International Journal of Innovation Management, v. 20, n. 8, p. 1, 2016.

SIRDESHMUKH, D.; SINGH, J.; SABOL, B. Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, v. 66, n. 1, p. 15–37, 2002.

SRINIVASAN, S. S.; ANDERSON, R.; PONNAVOLU, K. Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, v. 78, n. 1, p. 41–50, 2002.

SRIVASTAVA, M.; RAI, A. K. Mechanics of engendering customer loyalty: A conceptual framework. IIMB Management Review, 2018.

SULLIVAN, Y. W.; KIM, D. J. Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, v. 39, n. December 2017, p. 199–219, 2018.

SUR, S. The Role of Online Trust and Satisfaction in Building Loyalty Towards Online Retailers: Differences Between Heavy and Light Shopper Groups. In: ZHANG, Z. et al. (Eds.). . LISS 2014 - Proceedings of 4th International Conference on Logistics, Informatics and Service Science. Berlin, Heidelberg: Springer Berlin Heidelberg, 2015. p. 1800.

TENG, H.-J.; NI, J.-J.; CHEN, H.-H. Relationship between e-servicescape and purchase intention among heavy and light internet users. Internet Research, v. 28, n. 2, p. 333–350, abr. 2018.

TIGRE, P. Gestão da Inovação A Economia da Tecnologia no Brasil Andrea Lago da Silva. [s.l.] Lelivros, 2006. v. 7a. Edição

TSIOTSOU, R. H. The social aspects of consumption as predictors of consumer loyalty: Online vs offline services. Journal of Service Management, 2016.

UMASHANKAR, N.; BHAGWAT, Y.; KUMAR, V. Do loyal customers really pay more for services? Journal of the Academy of Marketing Science, v. 45, n. 6, p. 807–826, 2017.

VALVI, A. C.; FRAGKOS, K. C. Critical review of the e-loyalty literature : a purchase- centred framework. Electronic Commerce Research, v. 12, p. 331–378, 2012.

VERMA, V.; SHARMA, D.; SHETH, J. Does relationship marketing matter in online retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, v. 44, n. 2, p. 206–217, 2015.

VINHAS DA SILVA, R.; FARIDAH SYED ALWI, S. Online brand attributes and online corporate brand images. European Journal of Marketing, v. 42, n. 9/10, p. 1039–1058, 2008.

WANG, L.; SUN, S. An Empirical Research on the Relationship between Perceived Customer Value and E-loyaltyPaper presented at the IEEE International Conference on Industrial Engineering and Engineering Management. Anais...2009

YANG, Z.; PETERSON, R. T. Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology and Marketing, v. 21, n. 10, p. 799–822, 2004.

ZEITHAML, V. A. of Consumer Perceptions A Means-End Value : Quality , and Model Synthesis of Evidence. v. 52, n. 3, p. 2–22, 1988.

ZHAN, G.; ZHOU, Z. Mobile internet and consumer happiness: the role of risk. Internet Research, v. 28, n. 3, p. 785–803, 2018.

ZHANG, X.; PRYBUTOK, V. R. A Consumer Perspective of E-Service Quality. IEEE Transactions on Engineering Management, v. 52, n. 4, p. 461–477, 2005.

Downloads

Publicado

2022-05-26