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Autores
Orientador(es)
Resumo(s)
A acelerada evolução das tecnologias de informação, quer na Internet quer
no e-commerce (Garcia et al., 2020) permite criar diversas oportunidades para as
organizações. Com o auxílio da implementação de estratégias perspicazes de prévenda,
venda e pós-venda, 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 ecommerce,
utilizando ferramentas de atração e fidelização de clientes? O objetivo
primordial foca-se na compreensão e análise das estratégias de atração do públicoalvo
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 post-sales 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 methodologie 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 behavior, 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 e-commerce 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 post-sales 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 methodologie 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 behavior, 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 e-commerce 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.
Descrição
Palavras-chave
E-commerce Atração Fidelização
Contexto Educativo
Citação
Ribeiro, Inês; Lopes, Luisa (2021). Como alavancar negócios e crescer no e-commerce: estratégias de atração e fidelização. In Carlos Teixeira; Vitor Gonçalves; Paula O. Fernandes.; Carla Sofia Araújo; Alexandra Rodrigues (Eds.) III Encontro Internacional de Língua Portuguesa e Relações Lusófonas: livro de resumos. Bragança. ISBN 978-972-745-296-5
Editora
Instituto Politécnico de Bragança