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Devolução leniente no e-commerce brasileiro de moda: o papel das trocas sociais
DOI: https://doi.org/10.21529/RECADM.2023014
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Com o crescimento do e-commerce, a política de devolução assume um papel estratégico nas empresas e torna-se um meio de estabelecer relações com consumidores. Este estudo objetiva investigar como empresas de grande porte do e-commerce brasileiro buscam formar relações com seus consumidores, por meio de políticas de devolução lenientes, sob a perspectiva das trocas sociais. Para tanto, empregou-se estudo qualitativo interpretativo básico, a partir do conhecimento de nove gestores que atuam em três empresas. A coleta de dados foi realizada por meio de documentos públicos e entrevistas semiestruturadas e os dados foram submetidos à análise de conteúdo. Os resultados revelam que esforços dos varejistas em desenvolver as trocas sociais com consumidores, a partir de confiança, reciprocidade e comprometimento, resultam em políticas de devolução mais tolerantes. As empresas que possuem capacidade para atender a demanda de devoluções desenvolvem práticas para aumentar a satisfação e reduzir os riscos percebidos pelo consumidor, incentivando a confiança, e buscam criar uma relação recíproca e comprometida, que contribui para avaliações positivas e intenção de recompra. Como contribuições, este estudo investiga o e-commerce, em destaque no cenário mundial, e um fenômeno que reflete no desempenho das empresas, mas carece de investigações: a devolução de produtos. Agrega à literatura gerencial, evidencia como a teoria se aplica na política de devolução e na relação entre varejista e consumidor.
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