Tornando seu site mais aderente: o papel do valor, da satisfação, da confianção e do ha¡bito do cliente
Normalmente, um concorrente estãoa apenas um clique de distância, então como as empresas podem tornar seus sites mais aderentes e, assim, reter seus compradores em potencial e persuadi-los a fazer uma compra? Escrevendo no International Journal of
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)
Domanio paºblico
Normalmente, um concorrente estãoa apenas um clique de distância, então como as empresas podem tornar seus sites mais aderentes e, assim, reter seus compradores em potencial e persuadi-los a fazer uma compra? Escrevendo no International Journal of Technology Marketing, uma equipe da andia investigou o papel dos valores, satisfação, confianção e hábitos do cliente e como essas caracteristicas se relacionam com a adesão a um determinado site.
Terjani Goyal do Institute of Rural Management em Jaipur e Kirti Dutta da Rishihood University em Haryana descobriram que a confianção éo maior mediador da aderaªncia de um site . Em primeiro lugar, se um cliente putativo não confiar na empresa nem no site em que pousou, provavelmente não permanecera¡ por muito tempo e navegara¡ rapidamente para um rival. A equipe sugere que, ao gerenciar da melhor forma possível os fatores que determinam a confianção do cliente, a empresa pode aumentar a satisfação e ajudar a formar novos hábitos com os visitantes que os levam a comprar no site em vez de ficar com um concorrente.
As compras online tornaram-se uma parte importante do comanãrcio e eram essenciais para muitas pessoas durante os períodos de bloqueio e auto-isolamento do COVID-19. A equipe escreve que existe um conceito de aderaªncia do site que éparcialmente impulsionado pelo medo do usua¡rio de se aventurar em um novo site para comprar bens e servia§os que comprou de fontes confia¡veis ​​anteriormente. O paradigma para angariar novos nega³cios éque um site não utilizado, de alguma forma, torne seu site atraente para novos usuários que chegam a ele por meio de um mecanismo de busca , recomendação boca a boca ou campanhas de marketing e publicidade. Assim que um novo ha¡bito for formado, os clientes permanecera£o com esse site para compras subsequentes.
Na verdade, a nova pesquisa mostra que "os varejistas online precisam trabalhar não apenas para a satisfação do cliente, mas também para criar confiana§a, pois isso acaba levando a formação de um ha¡bito e, uma vez que um cliente tem o ha¡bito de comprar no mesmo site, eles não procuram o produto ou informações de prea§o. " Isso significa que, uma vez que uma empresa tenha a confianção de novos clientes e o site seja persistente, ela pode aumentar sua margem de lucro empurrando os prea§os para cima, sem medo de perder esses clientes recanãm-fianãis. A chave éconseguir esses novos clientes em primeiro lugar.
Os pesquisadores acrescentam que as empresas “precisam ser fianãis ao produto que estãooferecendo e a s informações que estãocompartilhando para que possam construir a confianção do cliente e, mais importante, o ha¡bito do cliente de retornar ao seu site para todas as suas necessidades de compraâ€.