Uma visão sobre a qualidade de websites e seus efeitos na intenção de uso e na recomendação de serviços turísticos nos diferentes níveis de experiência do consumidor

Lenita Morimura, Luis Hernan Contreras Pinochet, Evandro Luiz Lopes, Eliane Herrero, Miriam Christi Midori Oishi Nemoto

Resumo


Objetivo: A expansão do comércio eletrônico contribui com uma parcela considerável das receitas de grandes empresas do setor de turismo. As empresas modernas devem empregar ferramentas baseadas na Web, oferecendo a melhor experiência aos usuários, a fim de satisfazerem seus consumidores e impulsionarem seus negócios. Portanto, com este estudo, buscamos analisar os fatores que contribuem para a classificação da qualidade dos sites de serviços de turismo online, por meio da intenção de uso e recomendação para diferentes níveis de experiência do consumidor.

Método: A pesquisa ocorreu em uma amostra de 437 questionários válidos, utilizando um instrumento de coleta estruturado em escala Likert, com 22 afirmações baseadas na escala WEBQUAL 4.0, e duas afirmações com base na escala proposta para o Net Promoter Score (NPS). Os modelos utilizados foram de Reichheld e Markey (2012) e Ahmad e Khan (2017).

Resultados: Como resultado, verificamos que a predominância de usuários emprega serviços de turismo online com pouca frequência, o que nos permitiu estabelecer uma diferenciação entre dois grupos: Baixa Experiência e Alta Experiência.

Contribuições teóricas: O estudo indica que, para quem utiliza os sites com maior frequência, as variáveis consideradas (facilidade, informação, segurança) não têm efeito na lealdade e recomendação. Entre os usuários menos frequentes, as informações são importantes e a segurança tem pouco efeito sobre a recomendação. Portanto, descobrimos que os entrevistados desta pesquisa não consideram a facilidade de uso como premissa para a continuidade do uso ou recomendação de serviços de turismo online, independentemente de seu nível anterior de experiência.

Contribuições gerenciais: a identificação dos antecedentes da intenção de usar serviços online no processo de consumo turístico possibilita que os gerentes aprimorem ações em plataformas digitais. Essa é uma maneira de incentivar os usuários a executar transações comerciais.

Contribuições sociais: A baixa relevância para a segurança do site é uma questão que surge dos resultados obtidos neste estudo. Embora esse fenômeno possa ser parcialmente explicado pela (baixa) idade dos entrevistados, existe uma oportunidade para as agências reguladoras e de proteção ao consumidor tomarem medidas para garantir que os requisitos mínimos de segurança estejam presentes nos operadores turísticos online.


Palavras-chave


Turismo; Comércio eletrônico; Qualidade; Intenção de continuar usando; Intenção de recomendar

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DOI: https://doi.org/10.5585/remark.v19i2.16118

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