Novo Constructo de Gerenciamento da Experiência Ampliada do Cliente: Integração dos Ambientes Off-Line e On-Line
DOI:
https://doi.org/10.24023/FutureJournal/2175-5825/2021.v13i2.474Palavras-chave:
Gerenciamento da experiência do cliente, Varejo, SupermercadoResumo
Objetivo: Analisar como as dimensões da integração dos ambientes off-line e on-line estão presentes no gerenciamento das experiências, no segmento de varejo supermercadista
Método: Análise de conteúdo e categorização do estado da arte do gerenciamento da experiência do cliente (GEC), conforme elementos do modelo de Schmitt (2004) – ambientes experienciais; plataformas de experiências; experiências desejadas para a marca; interfaces de interação com o cliente, e; inovação contínua.
Originalidade/Relevância: O estudo e suas dimensões amplia o conceito de relacionamento com o cliente, levando a uma visão que abrange a criação de valores. Preenche lacunas sobre GEC ao apresentar ferramentais gerenciais para o fenômeno da experiência.
Resultados: São apresentadas interações das dimensões do GEC que embasam o novo constructo nomeado de ‘experiência ampliada do cliente no supermercado’, que implementa o modelo de Terblanche (2018), agregando uma nova dimensão: a integração das operações off-line e on-line. Esta, diz respeito ao acesso dos clientes no canal físico do supermercado, integrando recursos, tecnologias e características do ambiente digital, com operações sob a concepção omnichannel.
Contribuições teóricas / metodológicas: Arcabouço teórico e constructo que amplia o escopo do GEC uma vez que evidencia a necessidade de integração dos ambientes físico e virtual para melhorar as sensações experienciais. O estudo se configura como teoria para gerenciamento dos estímulos que afetam os clientes, as operações dos processos no varejo e as atmosferas das lojas.
Contribuições sociais / para a gestão: Os resultados contribuem para que gestores varejistas melhorem as experiências do cliente no ponto de venda, obtendo vantagem competitiva.
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Referências
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Bäckström, K., & Johansson, U. (2006). Creating and consuming experiences in retail store environments: Comparing retailer and consumer perspectives. Journal of Retailing and Consumer Services, 13(6), 417–430. https://doi.org/10.1016/j.jretconser.2006.02.005
Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions. Journal of Marketing, 66(2), 120–141. https://doi.org/10.1509/jmkg.66.2.120.18470
Balasubramanian, S., Raghunathan, R., & Mahajan, V. (2005). Consumers in a multichannel environment: Product utility, process utility, and channel choice. Journal of Interactive Marketing, 19(2), 12–30. https://doi.org/10.1002/dir.20032
Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni-Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170–178. https://doi.org/10.1016/j.jretconser.2015.08.001
Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313–327. https://doi.org/10.1177/1094670504273964
Bèzes, C. (2018). What kind of in-store smart retailing for an omnichannel real-life experience? Recherche et Applications en Marketing (English Edition), 01-22. https://doi.org/10.1177/2051570718808132
Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018). Customer experience challenges: bringing together digital, physical and social realms. Journal of Service Management, 29(5), 776–808. https://doi.org/10.1108/JOSM-04-2018-0113
Bonnin, G., & Goudey, A. (2012). The kinetic quality of store design: An Exploration of its influence on shopping experience. Journal of Retailing and Consumer Services, 19(6), 637–643. https://doi.org/10.1016/j.jretconser.2012.08.006
Brito, E. P. Z., Vieira, V. A., & Espartel, L. B. (2011). A Pesquisa na Área do Varejo: reflexões e provocações. RAE - Revista de Administração de Empresas, 51(6), 522–527.
Campo, K., & Breugelmans, E. (2015). Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience. Journal of Interactive Marketing, 31, 63–78. https://doi.org/10.1016/j.intmar.2015.04.001
Cook, G. (2014). Customer experience in the omni-channel world and the challenges and opportunities this presents. Journal of Direct, Data and Digital Marketing Practice, 15(4), 262–266. https://doi.org/10.1057/dddmp.2014.16
Cooper, D. R., & Schindler, P. S. (2003). Métodos de Pesquisa em Administração (7a edição). Porto Alegre: Bookman.
D’Ippolito, B., & Timpano, F. (2016). The Role of Non-Technological Innovations in Services: The Case of Food Retailing. Creativity and Innovation Management, 25(1), 73–89. https://doi.org/10.1111/caim.12156
Dziewanowska, K. (2015). Comparison of Dimensions of Online and Offline Shopping Experiences. In Annual Paris Business Research Conference. Paris.
Errajaa, K., Legohérel, P., & Daucé, B. (2018). Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image. Journal of Retailing and Consumer Services, 40(August 2017), 100–108. https://doi.org/10.1016/j.jretconser.2017.08.016
Ferreira, N. S. de A. (2002). As pesquisas denominadas “estado da arte”. Educação & Sociedade, 23(79), 257–272. https://doi.org/10.1590/S0101-73302002000300013
Flavián, C., Gurrea, R., & Orús, C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15, 459–476.
Følstad, A., & Kvale, K. (2018). Customer journeys: a systematic literature review. Journal of Service Theory and Practice (Vol. 28). https://doi.org/10.1108/JSTP-11-2014-0261
Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395–410. https://doi.org/10.1016/j.emj.2007.08.005
Grewal, D., Levy, M., & Kumar, V. (2009). Customer Experience Management in Retailing: An Organizing Framework. Journal of Retailing, 85(1), 1–14. https://doi.org/10.1016/j.jretai.2009.01.001
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The Future of Retailing. Journal of Retailing, 93(1), 1–6. https://doi.org/10.1016/j.jretai.2016.12.008
Hand, L., Parker, B., Ortis, I., & Holmes, C. (2009). 2009 Top Ten Predictions for the Retail Industry. (Relatório no GRI216086, 05.jan.2009). IDC Retail Insights.
Helm, S., Kim, S. H., & Van Riper, S. (2018). Navigating the ‘retail apocalypse’: A framework of consumer evaluations of the new retail landscape. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2018.09.015
Herhausen, D., Binder, J., Schoegel, M., & Herrmann, A. (2015). Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online-Offline Channel Integration. Journal of Retailing, 91(2), 309–325. https://doi.org/10.1016/j.jretai.2014.12.009
Hernández-Ortega, B., & Franco, J. L. (2018). Developing a new conceptual framework for experience and value creation. Service Business. https://doi.org/10.1007/s11628-018-0379-4
Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., & de Ruyter, K. (2018). Making omnichannel an augmented reality: the current and future state of the art. Journal of Research in Interactive Marketing, 12(4), 509–523. https://doi.org/10.1108/JRIM-01-2018-0023
Hoffman, K. D., & Turley, L. W. (2002). Atmospherics, service encounters and consumer decision making: an integrative perspective. Journal of Marketing Theory and Practice, 10(3), 33–47. Recuperado de https://www.jstor.org/stable/41304272
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132. https://doi.org/10.1086/208906
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377–401. https://doi.org/10.1007/s11747-015-0460-7
Höpner, A., Ganzer, P. P., Chais, C., & Olea, P. M. (2015). Experiência do Consumidor no Varejo: Um Estudo Bibliométrico. Revista Brasileira de Marketing, 14(04), 513–528. https://doi.org/10.5585/remark.v14i4.2977
Hwangbo, H., Kim, Y. S., & Cha, K. J. (2017). Use of the Smart Store for Persuasive Marketing and Immersive Customer Experiences: A Case Study of Korean Apparel Enterprise. Mobile Information Systems, 2017. https://doi.org/10.1155/2017/4738340
Ieva, M., & Ziliani, C. (2018a). Mapping touchpoint exposure in retailing. International Journal of Retail & Distribution Management, 46(3), 304–322. https://doi.org/10.1108/IJRDM-04-2017-0097
Jaziri, D. (2019). The advent of customer experiential knowledge management approach (CEKM): The integration of offline & online experiential knowledge. Journal of Business Research, 94, 241–256. https://doi.org/10.1016/j.jbusres.2018.05.029
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