A vision on the quality of websites and their effects on the intention of use and recommendation of tourism services for different levels of consumer experience

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

doi:10.5585/remark.v19i2.16118

Autores

Lenita Morimura Universidade Federal de São Paulo (UNIFESP) http://orcid.org/0000-0003-0915-6936
Luis Hernan Contreras Pinochet Universidade Federal de São Paulo (UNIFESP) http://orcid.org/0000-0003-2088-5283
Evandro Luiz Lopes Universidade Nove de Julho (UNINOVE) e Universidade Federal de São Paulo (UNIFESP) http://orcid.org/0000-0002-2780-4215
Eliane Herrero Business Administration Department in the Paulista School of Politics, Economics and Business of the Federal University of São Paulo (UNIFESP) http://orcid.org/0000-0002-4515-7242
Miriam Christi Midori Oishi Nemoto Universidade Federal de São Paulo (UNIFESP) http://orcid.org/0000-0002-9114-3933

DOI:

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

Palavras-chave:

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

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.

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Biografia do Autor

Luis Hernan Contreras Pinochet, Universidade Federal de São Paulo (UNIFESP)

Adjunct Professor in the Business Administration Department in the Paulista School of Politics, Economics and Business of the Federal University of São Paulo (UNIFESP). He primarily works researching emerging technologies and society and information management and business analytics. He obtained his Post-Doctorate in Administration from Nove de Julho University in 2019. He received his PhD in Business Administration in 2007 from the Getulio Vargas Foundation (FGV), Master’s in Business Administration in 2002 from the Pontifical Catholic University of Paraná and Bachelor’s in Computer Science in 1998 from the Positivo University.

Eliane Herrero, Business Administration Department in the Paulista School of Politics, Economics and Business of the Federal University of São Paulo (UNIFESP)

Adjunct Professor in the Business Administration Department in the Paulista School of Politics, Economics and Business of the Federal University of São Paulo (UNIFESP). He primarily works researching emerging technologies and society and information management and business analytics. He obtained his Post-Doctorate in Administration from Nove de Julho University in 2019. He received his PhD in Business Administration in 2007 from the Getulio Vargas Foundation (FGV), Master’s in Business Administration in 2002 from the Pontifical Catholic University of Paraná and Bachelor’s in Computer Science in 1998 from the Positivo University.

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