Relacionamento com Clientes em Empresas Startups: Uma Análise de Publicações em Marketing
DOI:
https://doi.org/10.24023/FutureJournal/2175-5825/2020.v12i1.420Palavras-chave:
Relacionamento com o cliente, Startup, E-commerce, Revisão sistemática da literaturaResumo
Objetivo: Identificar o direcionamento atual das pesquisas sobre relacionamento de marketing na modalidade business to consumer (B2C) em ambientes virtuais (internet e aplicativos de celulares), com foco em empresas startups, evidenciando os principais construtos estudados, os métodos utilizados e a evolução das pesquisas nos últimos anos.
Método: A pesquisa foi desenvolvida por meio de uma revisão sistemática da literatura a partir de 62 artigos, selecionados na base de dados Web of Science, sendo realizada na sequência uma análise de estatística textual com o software Iramuteq.
Originalidade/Relevância: A temática do estudo para área de relacionamento em marketing, em função da relativa novidade do tema e da escassez de estudos, torna a pesquisa relevante, estando sua originalidade no apontamento de várias lacunas para estudos futuros, em especial em relação à marca, aos aplicativos móveis e às fintechs (financeiras de tecnologia).
Resultados: Os temas mais prevalecentes nesses estudos foram qualidade percebida, utilidade, facilidade de uso e segurança, e as suas relações com a satisfação e com a lealdade do cliente.
Contribuições teóricas/metodológicas: 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.
Contribuições sociais / para a gestão: O aprofundamento do tema oportuniza aos gestores de negócios de vários segmentos, e aos profissionais da área de marketing de relacionamento, a possibilidade de conhecerem e refletirem acerca das relações entre cliente e empresa e os meios adotados como interface para esse relacionamento.
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Referências
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Almeshal, S. A., & Alhidari, A. M. (2018). Consumers’ value perception and value construction: the case of bottled water in the Middle East. Journal of Food Products Marketing, 24(8), 982–998.
Anaza, N. A., & Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130–140.
Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29(1), 18–34.
Ansari, A., & Riasi, A. (2016). Modelling and evaluating customer loyalty using neural networks: Evidence from startup insurance companies. Future Business Journal, 2(1), 15–30.
Artigas, E. M., Moraga, E. T., & Yrigoyen, C. C. (2014). Satisfaction: the determinant of tourist destination familiarity. RAE-REVISTA DE ADMINISTRACAO DE EMPRESAS.
Bai, Y., Yao, Z., & Dou, Y. F. (2015). Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com. International Journal of Information Management, 35(5), 538–550.
Blocker, C. P., Cannon, J. P., Panagopoulos, N. G., & Sager, J. K. (2012). The role of the sales force in value creation and appropriation: New directions for research. Journal of Personal Selling & Sales Management, 32(1), 15-27.
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Kalaignanam, K., Kushwaha, T., & Rajavi, K. (2018). How Does Web Personalization Create Value for Online Retailers? Lower Cash Flow Volatility or Enhanced Cash Flows. Journal of Retailing, 94(3), 265–279.
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Kim, M. J., Lee, C. K., & Chung, N. (2013). Investigating the Role of Trust and Gender in Online Tourism Shopping in South Korea. Journal of Hospitality & Tourism Research, 37(3), 377–401.
Kumar, V., Dalla, I., & Ganesh, J. (2013). Revisiting the Satisfaction – Loyalty Relationship : Empirical Generalizations and Directions for Future Research ଝ. Journal of Retailing, 89(3), 246–262.
Kushwaha, G. S., & Sharma, N. K. (2016). Green initiatives: A step towards sustainable development and firm’s performance in the automobile industry. Journal of Cleaner Production, 121, 116–129.
Landström, H., Harirchi, G., & Åström, F. (2012). Entrepreneurship: Exploring the knowledge base. Research Policy, 41(7), 1154-1181.
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Anaza, N. A., & Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130–140.
Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29(1), 18–34.
Ansari, A., & Riasi, A. (2016). Modelling and evaluating customer loyalty using neural networks: Evidence from startup insurance companies. Future Business Journal, 2(1), 15–30.
Artigas, E. M., Moraga, E. T., & Yrigoyen, C. C. (2014). Satisfaction: the determinant of tourist destination familiarity. RAE-REVISTA DE ADMINISTRACAO DE EMPRESAS.
Bai, Y., Yao, Z., & Dou, Y. F. (2015). Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com. International Journal of Information Management, 35(5), 538–550.
Blocker, C. P., Cannon, J. P., Panagopoulos, N. G., & Sager, J. K. (2012). The role of the sales force in value creation and appropriation: New directions for research. Journal of Personal Selling & Sales Management, 32(1), 15-27.
Camargo, B. V., & Justo, A. M. (2013). IRAMUTEQ : Um Software Gratuito para Análise de Dados Textuais IRAMUTEQ : A Free Software for Analysis of Textual Data. Temas de Pscologia, 21(2), 513–518.
Capelas, B., & Tozetto, C. (2016). Primeiro ‘unicórnio’ pode colocar Brasil no mapa global de startups. Recuperado 11 de abril de 2019, de https://link.estadao.com.br/noticias/geral,primeiro-unicornio-pode-colocar-brasil-no-mapa-global-de-startups.
Chang, S., Wang, K., Chih, W., & Tsai, W. (2012). Building customer commitment in business-to-business markets. Industrial Marketing Management, 41(6), 940–950.
Chao, Y., Lee, G. Y., & Ho, Y. C. (2009). Customer Loyalty in Virtual Environments: An Empirical Study in e‐Bank. Computational Methods in Science and Engineering, Advances in Computational Science edited, 148(2), 497-500.
Chen, Y. S., & Chang, C. H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision.
Crocco, L., TELLES, R., GIOIA, R. M., ROCHA, T., & STREHLAU, V. I. (2006). Marketing: perspectivas e tendências. São Paulo: Saraiva, 4.
Davis, J., Kerrie Mengersen, Sarah Bennett, & Lorraiene Mazerolle. (2014). Viewing systematic reviews and meta-analysis in social research through different lenses. SpringerPlus, 3(1), 511.
Ehrenhard, M., Wijnhoven, F., Van den Broek, T., & Zinck Stagno, M. (2017). Unlocking how start-ups create business value with mobile applications: Development of an App-enabled Business Innovation Cycle. Technological Forecasting and Social Change, 115, 26–36.
Farias, S. A. de, & Santos, R. da C. (2000). Modelagem de equações estruturais e satisfação do consumidor: uma investigação teórica e prática. Revista de Administração Contemporânea, 4(3), 107–132.
Fonseca, M. (2019a). O Brasil pode ter mais 7 unicórinio em 2019. Recuperado 11 de abril de 2019, de https://exame.abril.com.br/pme/brasil-pode-ter-mais-7-unicornios-em-2019-veja-quais-sao-eles/.
Fonseca, M. (2019b). Por que este fundo aposta nas startups brasileiras indo aos Estados Unidos. Recuperado 10 de abril de 2019, de https://exame.abril.com.br/pme/por-que-este-fundo-aposta-nas-startups-brasileiras-nos-estados-unidos.
Gallego, M. D., Bueno, S., & López-Jiménez, D. (2016). Impact of B2C e-commerce codes of conduct on sales volume: lessons from the Spanish perspective. Journal of Business & Industrial Marketing, 31(3), 381–392.
Ganesan, S. (1994). Determinants of Long-Term in Buyer-Seller Orientation Relationships. The Journal of Marketing, 58(April), 1–19.
Gao, H., & Liu, D. (2014). Relationship of trustworthiness and relational benefit in electronic catalog markets. Electronic Markets, 24(1), 67–75.
Geyskens, I., Steenkamp, J., Scheer, L. k., & Kumar, N. (1996). The effects of trust and interdependence on relationship commitment: a trans-Atlantic study. International Journal of Research in Marketing, 13, 303–317.
Gosling, M., & Gonçalves, C. A. (2003). Modelagem por Equações Estruturais: Conceitos e Aplicações. FACES R. Adm.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230–247.
Huseynov, F., & Yıldırım, S. Ö. (2016). Internet users’ attitudes toward business-to-consumer online shopping. Information Development, 32(3), 452–465.
Kalaignanam, K., Kushwaha, T., & Rajavi, K. (2018). How Does Web Personalization Create Value for Online Retailers? Lower Cash Flow Volatility or Enhanced Cash Flows. Journal of Retailing, 94(3), 265–279.
Kananukul, C., Jung, S., & Watchravesringkan, K. (2015a). Building customer equity through trust in social networking sites: A perspective from Thai consumers. Journal of Research in Interactive Marketing, 9(2), 148–166.
Kananukul, C., Jung, S., & Watchravesringkan, K. (2015b). Building customer equity through trust in social networking sites: A perspective from Thai consumers. Journal of Research in Interactive Marketing, 9(2), 148–166.
Kang, J.-W., & Namkung, Y. (2019). The role of personalization on continuance intention in food service mobile apps: A privacy calculus perspective. Journal of Contemporary Hospitality Management, 31(2), 734–752.
Kim, H. B., Kim, T., & Shin, S. W. (2009). Modeling roles of subjective norms and eTrust in customers’ acceptance of airline B2C eCommerce websites. Tourism Management, 30(2), 266–277.
Kim, M. J., Lee, C. K., & Chung, N. (2013). Investigating the Role of Trust and Gender in Online Tourism Shopping in South Korea. Journal of Hospitality & Tourism Research, 37(3), 377–401.
Kumar, V., Dalla, I., & Ganesh, J. (2013). Revisiting the Satisfaction – Loyalty Relationship : Empirical Generalizations and Directions for Future Research ଝ. Journal of Retailing, 89(3), 246–262.
Kushwaha, G. S., & Sharma, N. K. (2016). Green initiatives: A step towards sustainable development and firm’s performance in the automobile industry. Journal of Cleaner Production, 121, 116–129.
Landström, H., Harirchi, G., & Åström, F. (2012). Entrepreneurship: Exploring the knowledge base. Research Policy, 41(7), 1154-1181.
Lee, J., Ryu, M. H., & Lee, D. (2019). A study on the reciprocal relationship between user perception and retailer perception on platform-based mobile payment service. Journal of Retailing and Consumer Services, 48, 7–15.
Li, C. H., & Chang, C. M. (2016). The influence of trust and perceived playfulness on the relationship commitment of hospitality online social network-moderating effects of gender. International Journal of Contemporary Hospitality Management.
Lo, F. Y., & Campos, N. (2018). Blending Internet-of-Things (IoT) solutions into relationship marketing strategies. Technological Forecasting and Social Change, 137(September), 10–18.
Lu, Y., Yang, S., Chau, P. Y., & Cao, Y. (2011). Dynamics between the trust transfer process and intention to use mobile payment services: A cross-environment perspective. Information & management, 48(8), 393-403.
Luo, S.-F., & Lee, T.-Z. (2011). The Influence of Trust and Usefulness on Customer Perceptions of E-Service Quality. Social Behavior and Personality: an international journal, 39(6), 825–837.
Mallett, R., Hagen-Zanker, J., Slater, R., & Duvendack, M. (2012). The benefits and challenges of using systematic reviews in international development research. Journal of Development Effectiveness, 4(3), 445–455.
Marta, M., Chaves, N., & Paula, A. (2016). Use of the Software IRAMUTEQ in Qualitative Research: An Experience Report. Computer Supported Qualitative Research, 71, 39–48.
Thompson, F. M., Tuzovic, S., & Braun, C. (2019). Trustmarks: Strategies for exploiting their full potential in e-commerce. Business Horizons, 62(2), 237–247.
McKnight, D. H., Vivek Choudhury, & Charles Kacmar. (2002). Developing and Validating Trust Measures for e-Commerce: An Intergrative Typology. Information Systems Research, 13(3), 334–359.
Mittendorf, C. (2018). Collaborative consumption: the role of familiarity and trust among Millennials. Journal of Consumer Marketing, 35(4), 377–391.
Morgan, R. M., & Hunt, S. D. (1994). Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38.
Nadeem, S., Waseem-Ul-Hameed, Alvi, A. K., & Iqbal, J. (2018). Performance Indicators of E-Logistic System with mediating role of Information and Communication Technology (ICT). Journal of Applied Economics & Business Research, 8(4), 217–228.
Noort, G. Van, & Reijmersdal, E. A. Van. (2019). Branded Apps: Explaining Effects of Brands’ Mobile Phone Applications on Brand Responses. Journal of Interactive Marketing, 45, 16–26.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
Oliver. (1999). Whence Consumer Loyalty? The Journal of Marketing, 63(Journal Article), 33–44.
Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2016). What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and perceived convenience. International Journal of Information Management, 36(6), 1350–1359.
Pai, P. Y., & Tsai, H. T. (2011). How virtual community participation influences consumer loyalty intentions in online shopping contexts: An investigation of mediating factors. Behaviour and Information Technology, 30(5), 603–615.
Paivi, N. (2018). De zero a cinco 2018 foi o ano do boom de unicórnios brasileirosCom cinco startups que valem mais de. Recuperado 11 de abril de 2019, de https://www.gazetadopovo.com.br/economia/de-zero-a-cinco-2018-foi-o-ano-do-boom-de-unicornios-brasileiros-7djtjuaky4jhwdnd8sewv876a/
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70(4), 136–153.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality value loyalty chain: A research agenda. Journal of the academy of marketing science, 28(1), 168–174.
Richard, J. E., & Zhang, A. (2011). Journal of Marketing Management Corporate image , loyalty , and commitment in the consumer travel industry, (October 2012), 37–41.
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