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

Autores/as

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

Palabras clave:

Valor percibido, Confianza, Necesidad de interacción, Intención de recompra, Agencias de viajes.

Resumen

Objetivo: Identificar la influencia de los antecedentes percepción de valor (calidad, emoción, precio y reputación), confianza (empresa y terceros) y necesidad de interacción en la intención de recompra, considerando una comparación entre agencias de viajes con tiendas físicas y online.
Metodología/Enfoque: Se realizó una encuesta con 155 encuestados. La técnica estadística utilizada fue Structural Equation Modeling (SEM) a través de la cual se probó el modelo conceptual.
Originalidad/Relevancia: En un entorno de mercado competitivo y con el resultado de las tecnologías y la incidencia del brote de COVID-19, es importante identificar los elementos que inciden en la realización de nuevas compras en los jugadores que cuentan con tiendas físicas y virtuales, así como la preferencia de usuarios.
Principales resultados: Los resultados sugieren que la percepción de valor tiene mayor peso en la recompra, considerando la posibilidad de negociaciones y el conocimiento sobre la empresa pueden ser factores fundamentales para el comportamiento de nuevas compras.
Contribuciones teóricas/metodológicas: Los elementos relacionados con el precio tienen mayor influencia en la intención de recompra en las tiendas con formato físico. El estudio sugiere que los aspectos emocionales tienen una mayor influencia en la intención de recompra en las tiendas del formato virtual, además de sugerir que la calidad y la confianza en terceros ya no son una barrera en el entorno virtual, considerando el comportamiento de recompra.

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Biografía del autor/a

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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