Cross-country analysis of online consumer word-of-mouth: the role of action loyalty in Brazil and Sweden

• Autor(a) principal: Partyka, Raul Beal
• Data de Publicação: 2021
• Outros Autores: Lana, Jailson
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: RACE (Joaçaba. Online)
• DOI: 10.18593/race.27298
• Texto Completo: https://periodicos.unoesc.edu.br/race/article/view/27298
• topic: boca a boca; lealdade; cliente; comércio eletrônico; word of mouth; loyalty; customer; e-commerce

This study intends to further expand the research on the connection between word-of-mouth (WOM) and customer loyalty, observing the effect of action loyalty on WOM of e-consumer in a cross-country analysis, between Brazilians and Swedes. We use a quantitative method by collecting answers from a survey, with consumers living in Sweden and in Brazil. The hypotheses test was realized by regression analysis. Although the countries surveyed have different stages of industrialization and economic development, each with unique characteristics in relation to their national cultures, there is no evidence of differences on WOM in the moderating effect of action loyalty. The main contribution of this study is the development and analysis of the effect of loyalty on WOM and the respective difference between Brazil and Sweden. The results are useful for retail professionals to focus their resources on WOM among customers who have a personal connection with each other, in order to gain customer loyalty. Thus, this work represents a new empirical contribution to the WOM field, mainly due to the approach being in online consumers, and to customer loyalty, specifically as the loyalty to the action (behavior) displayed by the customers.