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- Title
BAIXEI O APP, E...: A EXPERIÊNCIA MOBILE DOS CONSUMIDORES NO SEGMENTO VAREJISTA.
- Authors
DINIZ PINTO BRANDÃO, NATÁLIA LIMA; SOUTO LEAL, JANAYNA; ALVES BRANDÃO, WANDERBERG; DE MEDEIROS SILVA, WALLYSSON KLEBSON; AGUIAR COSTA, LAURA MARIA
- Abstract
The use of applications, within the mobile channel, has proven to be a ubiquitous possibility in bringing brands and consumers closer together. Therefore, this study had the general objective of analyzing how consumers in the retail segment have evaluated their experiences with mobile commerce. The results proved that companies, even though they have a good flow in the use of applications by customers, still have numerous non-conformities in their service provision, needing to review their operations, as these negative experiences can harm their reputations in a promising space for shopping. As a contribution to the academic area, this study appears as an opportunity for other authors to expand their research environments and explore this channel, given the spontaneity with which these evaluations are presented. For the Administration, from a managerial perspective, this route manifests the possibility of feedback for companies in the retail sector. For society, this investigation demonstrates the importance of reports of this nature, as due to their accessibility, they can positively or negatively influence the choices of potential consumers.
- Subjects
MOBILE commerce; CONSUMERS; CONSUMER preferences; ELECTRONIC commerce; BRAND name products
- Publication
Revista Pretexto, 2024, Vol 25, Issue 1, p79
- ISSN
1517-672X
- Publication type
Article