Antecedentes na intenção de recompra em agências de viagem com lojas físicas e virtuais

Marcelo Curth; Roberto Flores Falcão

doi:10.5585/podium.v12i1.21109

Authors

Marcelo Curth Universidade Feevale – Feevale. https://orcid.org/0000-0002-9361-8373
Roberto Flores Falcão Unialfa. https://orcid.org/0000-0002-3153-8650

DOI:

https://doi.org/10.5585/podium.v12i1.21109

Keywords:

Perceived value, Trust, Need for interaction, Repurchase intention, Travel agencies.

Abstract

Objective: Identify the influence of perceived value (quality, emotion, price and reputation), trust (company and third parties) and the need for interaction in the repurchase intention, considering travel agencies in relation to physical and online stores.
Methodology/Approach: A survey was carried out with 155 respondents. The statistical technique used was Structural Equation Modeling (SEM), through which the conceptual model was tested.
Originality/Relevance: In a competitive market environment and with the result of technologies and the incidence of the COVID-19, it is important to identify the elements that affect new purchases in players that have physical and virtual stores, as well as the users' preference.
Results: The results suggest that the possibility of negotiations and knowledge about the company can be fundamental factors for the behavior of new purchases.
Theoretical/Methodological contributions: Elements related to price have a greater influence on repurchase intention in stores with physical format. The study shows that emotional aspects have a greater influence on repurchase intention in stores in the virtual format, in addition to suggesting that quality and trust in third parties are no longer a barrier in the virtual environment based on the repurchase behavior.

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Author Biographies

Marcelo Curth, Universidade Feevale – Feevale.

Possui doutorado em administração pela Universidade do Vale do Rio dos Sinos – UNISINOS, mestrado pela Universidade Católica do Rio Grande do Sul – PUC-RS, Pós-Graduado em Administração e Marketing pela Universidade Gama Filho e Pós-Graduado em Educação pela Faculdade SENAC-RS, graduação em Educação Física pela Universidade Luterana do Brasil - ULBRA e graduando em Administração pela UNISINOS. Atualmente é docente em nível de graduação e pós-graduação nas áreas de marketing e educação física. Os temas de interesse de pesquisa são comportamento do consumidor e marketing de relacionamento. Sócio proprietário da Plation – Estratégias Comerciais, realizando consultorias de marketing em micro e pequenas empresas.

Roberto Flores Falcão, Unialfa.

Doutor (2018) e Mestre (2014) em Administração de Empresas pelo PPGA da FEA/USP, com ênfase em Marketing. Graduado em Administração de Empresas pela Universidade de São Paulo (2008), pós graduado em Direito do Trabalho (2009) e especialista em Direito Civil e Direito do Consumidor (2010) pela EPD. Tem longa experiência em administração de negócios, com destaque para a atuação no varejo e ênfase em Marketing, Marketing de Serviços e Planejamento Estratégico. É professor em cursos de graduação (Administração, Relações Internacionais e Comunicação Social) da FECAP e do IBMEC, do MBA Marketing da FIA e da ESPM, e do Mestrado Profissional em Administração do Centro Universitário ALFA (GO). Professor convidado do curso Strategy and Marketing for Emerging Countries, ministrando aulas em inglês para alunos estrangeiros. Atua como palestrante e consultor na área de estratégia, marketing e gestão de serviços, especialmente para empresas de menor porte. Foi coordenador do curso de Administração e de Ciências Contábeis da faculdade FADISP, elaborando o PPC dos cursos e acompanhando visitas in loco (INEP) de recredenciamento dos cursos. Possui diversos artigos sobre empreendedorismo e administração de pequenos negócios. Também atuou em diversos projetos relacionados à Educação a Distância no SENAC, na FIA, na International Business School of São Paulo e no Grupo PlanoB.

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