SATISFACTION, COMMITMENT AND LOYALTY IN ONLINE AND OFFLINE RETAIL IN PORTUGAL
Journal Title: European Journal of Business and Social Sciences - Year 2013, Vol 2, Issue 7
Abstract
The purpose of this paper is to understand if it is possible, in the retail area, to consider having only online stores, since ecommerce in Portugal has been changing over the past few years and the numbers registered in the virtual trade have been growing or, alternatively, if it is important to offer both possibilities. Specifically, this research seeks to understand the importance of offering good buying experiences, both on off and online stores, to make consumer feel satisfied and, therefore, committed to a certain retail brand and thus develop loyalty. This article focuses on the major groups of the Portuguese retail sector aiming to analyze these two scenarios and a model is proposed, through the formulation of some Hypotheses, as a result of the literature review; in a second part, to test the suggested model, a questionnaire to a sample of 165 persons was applied. According to the results, good shopping experiences, both on and offline stores, lead to Satisfaction which, in turn, leads to Commitment and, therefore, increases the possibility for the client to become Loyal (and recommend the on and offline store to their closest friends). Thus, offering the two possibilities is, in fact, the best option; the actual crisis situation created a very rational consumer, totally aware of the need to save money because his/her income has been reduced due to politic and economic measures adopted. As a consequence, the individuals want to be in control of the buying process, having the possibility to easily access to a lot of information about products and services and, therefore, make the right choice.
Authors and Affiliations
Silvia Faria| IPAM – The Marketing School Rua Manuel Pinto de Azevedo, 748 4100-320 Porto Telephone +351. 229.398.080, Pedro Ferreira (corresponding author)| Lusiada University Largo Tino de Sousa 4760-108 VNF, Portugal Telephone +351. 252.309.200 Email pedroferreira@fam.ulusiada.pt, Vitor Carvalho| IPAM – The Marketing School Rua Manuel Pinto de Azevedo, 748 4100-320 Porto, Portugal Telephone +351. 229.398.080, Jael Assunção| ESERP, Barcelona School of Business & Social Sciences Carrer Girona, 24 08010 Barcelona, Spain Telephone +34.932.44.94.10
Keywords
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- EP ID EP10304
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