The Online Environment and the Construction of Loyalty
Autor(a) principal: | |
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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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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) |
instacron_str |
UFRGS |
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 |
_version_ |
1799766204290695168 |