Avaliação da qualidade de serviços eletrônicos e o papel mediador do valor percebido e da satisfação do cliente na formação da fidelidade do cliente
contexto das compras online na arábia saudita
DOI:
https://doi.org/10.23925/2179-3565.2025v16i3p201-222Palavras-chave:
Qualidade do serviço eletrônico, Fidelidade do cliente,, Valor percebido, Satisfação do cliente, Compras on-lineResumo
Este artigo explora os efeitos entre ESQ e CL em compras online na Arábia Saudita. À medida que o modelo se estrutura, o PV e o CS tornam-se mediadores entre ESQ e CL. A imagem diagramática da estrutura é a seguinte: utilizou-se o método de pesquisa quantitativa e o estudo foi dedutivo. Os dados do questionário estavam em um questionário online estruturado, distribuído via Google Forms. A pesquisa foi conduzida entre 209 respostas válidas de usuários adultos da Região Ocidental da Arábia Saudita que haviam feito compras online de produtos. Os dados foram analisados por meio do SPSS versão 23 e do SmartPLS versão 4 PLS-SEM. No estudo, o E-SQ exibe uma correlação positiva robusta com PV e CS, que influenciam significativamente o CL. Tanto o PV quanto o CS interromperam todo o vínculo entre E-SQ e CL. Esses resultados destacam a importância de criar experiências de serviço de alta qualidade que aprimorem as percepções de valor e a satisfação para aumentar a lealdade a longo prazo. Neste estudo, os pesquisadores consideraram apenas indivíduos envolvidos em compras online na Arábia Saudita, o que pode reduzir a extensão em que os resultados podem ser generalizados para outros locais ou países. A pesquisa contribui para o conhecimento da qualidade de serviços digitais ao integrar as dimensões do e-SERVQUAL a uma estrutura de fidelização. As implicações práticas incluem orientar plataformas de e-commerce e profissionais de marketing digital na melhoria da retenção de clientes, com foco em ESQ, PV e CS. Os insights são particularmente relevantes para a economia digital em evolução na Arábia Saudita.
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