The Online Environment and the Construction of Loyalty

Detalhes bibliográficos
Autor(a) principal: De Sales Lages, Natalia
Data de Publicação: 2013
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/42735
Resumo: Throughout the years, the marketing subject at universities has passed through changes generated by the need of satisfying the consumers. One of the most important alterations refers to the change of emphasis in acquiring new clients towards the focus in the maintenance of the company's present clients. In that sense, as civilization enlarges the knowledge about subjects and as the world advances, new questionings arise. Among them are the understanding of how loyalty may be built in on-line environment and how the loyalty in off-line environment could be affected by the entrance of such companies into the electronic market. With such aspects in mind, the present work has the objective of showing the present stage of the study that has been carried out on loyalty, describing the key elements for the generation of loyalty presented in the marketing literature, and discussing the impact of the electronic medium on the clients' loyalty as well as identifying the factors that influenced the construction of the on-line loyalty.
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spelling The Online Environment and the Construction of LoyaltyEl Ambiente On line y la Construcción de la LealdadO AMBIENTE ON-LINE E A CONSTRUÇÃO DA LEALDADESatisfactionconfidenceloyalty and online environmentSatisfaciónconfianzalealdad y ambiente on lineSatisfaçãoconfiançalealdade e ambiente on-lineThroughout the years, the marketing subject at universities has passed through changes generated by the need of satisfying the consumers. One of the most important alterations refers to the change of emphasis in acquiring new clients towards the focus in the maintenance of the company's present clients. In that sense, as civilization enlarges the knowledge about subjects and as the world advances, new questionings arise. Among them are the understanding of how loyalty may be built in on-line environment and how the loyalty in off-line environment could be affected by the entrance of such companies into the electronic market. With such aspects in mind, the present work has the objective of showing the present stage of the study that has been carried out on loyalty, describing the key elements for the generation of loyalty presented in the marketing literature, and discussing the impact of the electronic medium on the clients' loyalty as well as identifying the factors that influenced the construction of the on-line loyalty.Al largo de los años la disciplina de marketing pasó por innúmeros cambios generados por el objetivo de satisfacer los consumidores. Una de las alteraciones más marcantes se refiere al cambio de la énfasis en la conquista de nuevos clientes, para el foco en la manutención de los actuales clientes de la empresa. En este sentido, a la medida en que el conocimiento se profundiza y que el mundo evoluciona, nuevos cuestionamientos surgen; de entre ellos, la compreensión de como se puede construir la lealdad en ambientes on line y de como la lealdad obtenida por empresas en ambientes off line puede afetarse por la entrada de tales empresas en el comercio electrónico. Ante eso, el presente trabajo tiene como objetivos centrales presentar el estagio actual del estudio sobre lealdad; describir los elementos llave para la generación de la lealdad presentados en la literatura de marketing; y, discutir el impacto del medio eletrónico en la lealdad de los clientes, bien como identificar los factores que influencian la construcción de la lealdad en ambientes on-line.Ao longo dos anos a disciplina de marketing passou por inúmeras mudanças geradas pelo objetivo de satisfazer os consumidores. Uma das alterações mais marcantes refere-se à troca da ênfase na conquista de novos clientes, para a o foco na manutenção dos atuais clientes da empresa.Neste sentido, a medida em que o conhecimento é aprofundado e que o mundo evolui novos questionamentos surgem; dentre eles, a compreensão de como a lealdade pode ser construída em ambientes on-line e de como a lealdade obtida por empresas em ambientes off-line pode ser afetada pela entrada de tais empresas no comércio eletrônico.Diante disso, o presente trabalho têm como objetivos centrais apresentar o estágio atual do estudo sobre lealdade; descrever os elementos-chave para a geração da lealdade apresentados na literatura de marketing; e, discutir o impacto do meio eletrônico na lealdade dos clientes, bem como identificar os fatores que influenciam a construção da lealdade em ambientes on-line.Universidade Federal do Rio Grande do Sul2013-09-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionScientific Article;artículo científico;Avaliado pelos paresartigo científico;application/pdfhttps://seer.ufrgs.br/index.php/read/article/view/42735Electronic Review of Administration; Vol. 8 No. 5 (2002): Edição 29 - Set/Out 2002Revista Electrónica de Administración; Vol. 8 Núm. 5 (2002): Edição 29 - Set/Out 2002Revista Eletrônica de Administração; v. 8 n. 5 (2002): Edição 29 - Set/Out 20021413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/42735/27090De Sales Lages, Nataliainfo:eu-repo/semantics/openAccess2013-12-09T17:06:58Zoai:seer.ufrgs.br:article/42735Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-12-09T17:06:58REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv The Online Environment and the Construction of Loyalty
El Ambiente On line y la Construcción de la Lealdad
O AMBIENTE ON-LINE E A CONSTRUÇÃO DA LEALDADE
title The Online Environment and the Construction of Loyalty
spellingShingle The Online Environment and the Construction of Loyalty
De Sales Lages, Natalia
Satisfaction
confidence
loyalty and online environment
Satisfación
confianza
lealdad y ambiente on line
Satisfação
confiança
lealdade e ambiente on-line
title_short The Online Environment and the Construction of Loyalty
title_full The Online Environment and the Construction of Loyalty
title_fullStr The Online Environment and the Construction of Loyalty
title_full_unstemmed The Online Environment and the Construction of Loyalty
title_sort The Online Environment and the Construction of Loyalty
author De Sales Lages, Natalia
author_facet De Sales Lages, Natalia
author_role author
dc.contributor.author.fl_str_mv De Sales Lages, Natalia
dc.subject.por.fl_str_mv Satisfaction
confidence
loyalty and online environment
Satisfación
confianza
lealdad y ambiente on line
Satisfação
confiança
lealdade e ambiente on-line
topic Satisfaction
confidence
loyalty and online environment
Satisfación
confianza
lealdad y ambiente on line
Satisfação
confiança
lealdade e ambiente on-line
description Throughout the years, the marketing subject at universities has passed through changes generated by the need of satisfying the consumers. One of the most important alterations refers to the change of emphasis in acquiring new clients towards the focus in the maintenance of the company's present clients. In that sense, as civilization enlarges the knowledge about subjects and as the world advances, new questionings arise. Among them are the understanding of how loyalty may be built in on-line environment and how the loyalty in off-line environment could be affected by the entrance of such companies into the electronic market. With such aspects in mind, the present work has the objective of showing the present stage of the study that has been carried out on loyalty, describing the key elements for the generation of loyalty presented in the marketing literature, and discussing the impact of the electronic medium on the clients' loyalty as well as identifying the factors that influenced the construction of the on-line loyalty.
publishDate 2013
dc.date.none.fl_str_mv 2013-09-19
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Scientific Article;
artículo científico;
Avaliado pelos pares
artigo científico;
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/42735
url https://seer.ufrgs.br/index.php/read/article/view/42735
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/42735/27090
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 8 No. 5 (2002): Edição 29 - Set/Out 2002
Revista Electrónica de Administración; Vol. 8 Núm. 5 (2002): Edição 29 - Set/Out 2002
Revista Eletrônica de Administração; v. 8 n. 5 (2002): Edição 29 - Set/Out 2002
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
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institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
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