A relação entre a qualidade do serviço logístico e a satisfação e lealdade do cliente no ambiente omnichannel
Palavras-chave:
Logistics services. Satisfaction. LoyaltyResumo
O objetivo geral é examinar a relação dos componentes dos serviços logísticos como preditores da satisfação e lealdade tendo o tipo de canal como moderadora baseado na percepção dos clientes no ambiente omnichannel. O estudo se baseia no modelo de Murfield com exposição e análise dos construtos de disponibilidade, pontualidade, condições físicas, satisfação e lealdade do cliente. Um questionário online foi enviado para uma amostra não probabilística de conveniência cujos resultados foram tratados e analisados com técnica MEE. Os resultados suportaram às hipóteses que previam que haveria relação entre os serviços logísticos e a satisfação do cliente nos modelos testados. O estudo mostrou que a satisfação é preditora da lealdade e que o tipo de canal escolhido não altera nem o sentido nem a força das relações. Os gestores devem investir nos serviços logísticos porque esses impactam a satisfação do cliente. Este trabalho apresenta um modelo teórico que contribui com a discussão da relevância dos serviços logísticos para satisfação e lealdade do cliente.
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Declaro que o presente artigo é original, não tendo sido submetido à publicação, quer em sua totalidade quer em parte, em qualquer outro periódico nacional ou internacional. Declaro, ainda, que, uma vez publicado no International Journal of Business & Marketing (IJBMKT), o mesmo jamais será submetido por mim ou por qualquer um dos demais coautores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais coautores, porventura existentes, cedo os direitos autorais do referido artigo ao International Journal of Business & Marketing (IJBMKT) e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorais (nº 9609, de 19/02/98).