Loading...
Publication
Como alavancar negócios e crescer no e-commerce: estratégias de atração e fidelização
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.94 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A acelerada evolução das tecnologias de informação, quer na Internet quer no ecommerce
(Garcia et al., 2020) permite criar diversas oportunidades para as organizações.
Com o auxílio da implementação de estratégias perspicazes de pré-venda, venda e pósvenda,
as empresas favorecem a sua posição, de forma competitiva, no mercado digital.
Neste sentido, o presente trabalho procura dar resposta à questão: Como alavancar os
negócios e crescer nas plataformas de e-commerce, utilizando ferramentas de atração e
fidelização de clientes? O objetivo primordial foca-se na compreensão e análise das
estratégias de atração do público-alvo e de fidelização dos clientes, incluindo os aspetos
emocionais intrínsecos à satisfação dos consumidores. Este estudo foi realizado tendo
como metodologia base a pesquisa e análise bibliográfica, consolidando a informação
recolhida, através da aplicação do modelo AIDA. Esta metodologia permitiu, de forma
sintética, analisar o comportamento do consumidor, desde a pesquisa às transações, face à
realidade do e-commerce, sugerindo que é fundamental a criação de experiências positivas
para os consumidores. Os principais fatores identificados como fulcrais para a maturação
do e-commerce são o fomento do word of mouth e o desenvolvimento de relacionamentos
com base na sensação de segurança, credibilidade, confiança e qualidade de informação.
Deste modo, existe uma maior probabilidade de um crescimento exponencial dos negócios,
adquirindo total progressão das vendas e aumentando, consequentemente, a notoriedade
das marcas.
The accelerated evolution of information technologies, whether on the Internet or in e-commerce (Garcia et al., 2020) allows the creation of several opportunities for organizations. With the help of the implementation of insightful pre-sales, sales, and postsales strategies, companies favor their position, competitively, in the digital market. In this sense, this paper seeks to answer the question: How to leverage the business and grow in e-commerce platforms, using customer attraction and loyalty tools? The primary objective is focused on understanding and analyzing strategies to attract the target audience and customer loyalty, including the emotional aspects intrinsic to consumer satisfaction. This study was carried out with a methodology based on research and analysis of bibliography, consolidating the information collected, with the application of the AIDA model. This allowed, in a synthetic way, to analyze consumer behaviour, from research to transactions, in light of the reality of e-commerce, suggesting that it is essential to create positive experiences for consumers. The main factors identified as crucial for the maturation of ecommerce are the promotion of word of mouth and the development of relationships based on the sense of security, credibility, trust, and quality of information. In this way, there is a greater probability of exponential growth of the business, acquiring total sales progression and, consequently, increasing the awareness of the brands.
The accelerated evolution of information technologies, whether on the Internet or in e-commerce (Garcia et al., 2020) allows the creation of several opportunities for organizations. With the help of the implementation of insightful pre-sales, sales, and postsales strategies, companies favor their position, competitively, in the digital market. In this sense, this paper seeks to answer the question: How to leverage the business and grow in e-commerce platforms, using customer attraction and loyalty tools? The primary objective is focused on understanding and analyzing strategies to attract the target audience and customer loyalty, including the emotional aspects intrinsic to consumer satisfaction. This study was carried out with a methodology based on research and analysis of bibliography, consolidating the information collected, with the application of the AIDA model. This allowed, in a synthetic way, to analyze consumer behaviour, from research to transactions, in light of the reality of e-commerce, suggesting that it is essential to create positive experiences for consumers. The main factors identified as crucial for the maturation of ecommerce are the promotion of word of mouth and the development of relationships based on the sense of security, credibility, trust, and quality of information. In this way, there is a greater probability of exponential growth of the business, acquiring total sales progression and, consequently, increasing the awareness of the brands.
Description
Keywords
E-commerce Atração Fidelização
Citation
Ribeiro, Inês; Lopes, Luisa (2022). Como alavancar negócios e crescer no e-commerce: estratégias de atração e fidelização. In III Encontro Internacional de Língua Portuguesa e Relações Lusófonas: livro de atas. Bragança: Instituto Politécnico. p. 283-289. ISBN 978-972-745-268-2
Publisher
Instituto Politécnico de Bragança