ANTECEDENTES DO ENGAJAMENTO DO CONSUMIDOR E O CONSUMIDOR ENGAJADO COMO GERADOR DE VALOR PARA A EMPRESA
DOI:
https://doi.org/10.24883/IberoamericanIC.v10i1.365Keywords:
Engajamento, Intenção de compra, Indicações do consumidor, Influência do consumidor, Conhecimento do consumidor.Abstract
É fundamental garantir que os consumidores estejam engajados. Assim, o tema desta pesquisa é o engajamento do consumidor como fator de geração de valor para a empresa. O problema de pesquisa que orienta o estudo define-se por quais as relações do engajamento do consumidor como gerador de valor para a organização? Portanto, o objetivo da pesquisa foi relacionar os construtos: engajamento do consumidor, envolvimento do consumidor, participação do consumidor, intenção de compra, indicações do consumidor, influência do consumidor e conhecimento do consumidor; em um modelo teórico proposto. Para o alcance deste objetivo, optou-se pelo desenvolvimento de uma pesquisa teórica. Como resultado, apresenta-se o modelo teórico proposto do engajamento do consumidor como gerador de valor para as empresas, sendo a principal contribuição teórica do artigo. Como contribuição gerencial, destaca-se que identificação dos antecedentes do engajamento do consumidor as organizações podem gerenciar este engajamento nos seus próprios consumidores, buscando um desempenho organizacional superior.
Palavras-chave: Engajamento. Intenção de compra. Indicações do consumidor. Influência do consumidor. Conhecimento do consumidor.
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