RELACIONAMENTO COM CLIENTES EM EMPRESAS STARTUPS: UMA ANÁLISE DE PUBLICAÇÕES EM PERIÓDICOS DE ALTO IMPACTO

Daniela Menezes Garzaro, Luís Fernando Varotto, Samara Carvalho Pedro, Fernanda Edileuza Riccomini

Abstract


Este artigo faz uma revisão sistemática de literatura a partir de periódicos do Web of Science, publicados em revistas de estratos A1 e A2 do Qualis Capes, sobre o tema de relacionamento com o cliente em empresas startups. Com o objetivo de entender o que está sendo estudado sobre relacionamento com o cliente em ambientes virtuais (internet e aplicativos de celulares), assim como, orientar novas pesquisas sobre o tema, foi realizada uma análise de estatística textual com o software Iramuteq e uma análise de conteúdo em profundidade em 22 artigos sobre relacionamento entre  empresa e cliente no ambiente online (e-commerce). A pergunta norteadora desse estudo é: Como está sendo estudado o tema relacionamento com cliente em startups?  Os temas mais emergentes foram qualidade, utilidade, facilidade e segurança percebidos, mostrando que todos esses fatores interferem diretamente na satisfação e na fidelidade do cliente. Sob o aspecto metodológico, os resultados apontam uma tendência para estudos quantitativos, sendo o método de modelagem por equações estruturais o mais utilizado. Percebe-se uma lacuna no estudo do relacionamento com o cliente no ambiente online, já que poucos trabalhos tratam das questões relacionadas com atendimento e qualidade do relacionamento, principalmente no contexto de empresas startups.


Keywords


Relacionamento com o cliente; Startup; E-commerce; Revisão sistemática da literatura.

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DOI: https://doi.org/10.24023/FutureJournal/2175-5825/2020.v12i1.420

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