Determinantes da lealdade aos sites de compras coletivas (SCCs)

Abstract

This study aims to identify the aspects most valued by consumers to maintain relationships with online group buying firms in Brazil, and was motivated by the attempt to understand the aspects that led to their fast growth and decline. The existing research encompassing relationship marketing indicates the relevance of trust as a key mediator variable between loyalty and service quality. Yet, to shed light on the main aspects valued by consumers, we performed an exploratory screening on internet to identify the main sources of complaints with service failure and consumer mistrust to online group buying firms. This effort helped us to build and validate a scale reflecting two dimensions encompassing: 1) quality of the SCC services; and 2) the experience with the advertiser firm. Data were collected from a survey with 390 consumers and a structural equation modeling (SEM) technique was applied for aggregate data. Findings indicate that loyalty is mediated by trust, supporting theory. Both two proposed antecedents do influence trust. Thus, a negative experience during the service consumption reflects on SCC image. We suggest that findings can provide elements to help the comprehension of relationship aspects for emerging online business models.