2026-04-29T00:13:22Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/97712024-12-12T01:05:26Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732
San Martín Gutiérrez, Sonia
513
600
0000-0002-5030-9669
Jiménez Torres, Nadia Huitzilin
305
600
0000-0001-5771-2971
Puente Domínguez, Nuria
7a5eb3fd-c6a2-4dd1-ba33-ce0cf00027ab
2024-12-11T12:35:09Z
2024-12-11T12:35:09Z
2019-04
1806-4892
http://hdl.handle.net/10259/9771
10.7819/rbgn.v21i2.3971
1983-0807
Purpose – The purpose of this research is to study three clues (employee reputation, site design, and security) of the Customer Experience Management framework that can prompt mobile shopper satisfaction and repurchase intention. The moderator role of perceived distance of the retailer is explored.
Design/methodology/approach – The Partial Least Squares approach was employed to analyze information gathered from 1053 mobile shoppers in a geographically extensive and emerging market (Mexico).
Findings – The Customer Experience Management framework is helpful in explaining m-shopper satisfaction and intention to repurchase via mobile phone. Our findings show that reputation (particularly for consumers who perceive that retailers are near), site design (principally for consumers who perceive that retailers are far away), and security enhance mobile-shopper satisfaction. Satisfactory experiences increase repurchase intention, regardless of perceived distance of alternative retailers.
Originality/value – This study contributes to understanding which factors mobile vendors (m-vendors) could manage in different ways to engender satisfaction and intention to repurchase via mobile, from the unexplored Customer Experience Management perspective and in a scarcely studied emerging market. Also, a key facet of this study is related to the moderating influence of perceived distance on the relationship between employee reputation, site design, and security, on one hand, and m-shopper satisfaction on the other.
Objetivo – O objetivo desta pesquisa é estudar três sinais (reputação do funcionário, design do site e segurança) da estrutura da gestão da experiência do cliente que podem motivar a satisfação e a intenção de recompra do comprador por celular. O papel moderador da distância percebida do varejista é explorado. Metodologia – A abordagem dos mínimos quadrados parciais foi empregada para analisar as informações obtidas de 1053 compradores por celular em um mercado geograficamente extenso e emergente (México). Resultados – A estrutura da gestão da experiência do cliente é útil para explicar a satisfação e a intenção de recompra do comprador-c via telefone celular. Nossos resultados mostram que a reputação (particularmente para os consumidores que percebem que os varejistas estão próximos), design do site (principalmente para os consumidores que percebem que os varejistas estão distantes) e segurança melhoram a satisfação do comprador por celular. Experiências satisfatórias aumentam a intenção de recompra, independentemente da distância percebida de varejistas alternativos. Contribuições – Este estudo contribui para a compreensão de quais fatores os vendedores via celular (vendedores-c) podem gerenciar de diferentes modos para gerar satisfação e intenção de recompra via celular, a partir da perspectiva inexplorada da Gestão da Experiência do Cliente e em um mercado emergente pouco estudado. Outra faceta importante deste estudo está relacionada à influência moderadora da distância percebida no relacionamento entre a reputação do funcionário, design do site e segurança, por um lado, e a satisfação do comprador-c, por outro.
application/pdf
eng
por
Fundação Escola de Comércio Álvares Penteado
Revista Brasileira de Gestão de Negócios = Review of Business Management. 2019, V. 21, n. 2, p. 2013-234
https:// doi.org/10.7819/rbgn.v21i2.3971
Atribución 4.0 Internacional
http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
Mobile commerce
Customer experience management
Satisfaction
Perceived distance
Comércio via celular
Gestão da experiência do cliente
Satisfação
Distância percebida
Consumidores-Preferencias
Comercio electrónico
Consumers' preferences
Electronic commerce
Bridging the gap between customer experience management and mobile shopping
Redução da distância entre a gestão da experiência do cliente e as compras com celular
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Review Of Business Management
21
2
213
234
THUMBNAIL
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LICENSE
license.txt
license.txt
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https://riubu.ubu.es/bitstream/10259/9771/3/license.txt
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ORIGINAL
San_Martin-rbgn_2019-EN.pdf
San_Martin-rbgn_2019-EN.pdf
Inglés
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Portugués
application/pdf
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https://riubu.ubu.es/bitstream/10259/9771/4/San_Martin-rbgn_2019-PT.pdf
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10259/9771
oai:riubu.ubu.es:10259/9771
2024-12-12 02:05:26.096
Repositorio Institucional de la Universidad de Burgos
bubrep@ubu.es
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