Frequência de uso no serviço de transporte individual por aplicativo: efeitos sobre as variáveis antecedentes da lealdade online
DOI:
https://doi.org/10.5007/2175-8077.2022.e67976Palavras-chave:
Startups, Transporte por aplicativo de celular, Lealdade online, Frequência de usoResumo
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.Referências
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