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Estamos realmente conectados? Proposta de modelo de avaliação do relacionamento com clientes do e-commerce
DOI: https://doi.org/10.21529/RECADM.2026012
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A transição do comércio tradicional para o ambiente virtual transformou o comportamento dos consumidores e o posicionamento das organizações, tornando o marketing de relacionamento essencial na retenção de clientes. Nesse contexto, o objetivo deste estudo foi avaliar os aspectos essenciais para a construção e manutenção de um relacionamento com uma marca de comércio eletrônico, sob a perspectiva dos consumidores brasileiros. Desse modo, adaptou-se um instrumento seminal validado no Reino Unido ao contexto nacional por meio de tradução, análise de juízes, análise semântica e pré-teste. A partir deste instrumento, realizou-se uma survey com 416 participantes, utilizando Análise Fatorial Exploratória, Análise Fatorial Confirmatória e Modelagem por Equações Estruturais. Foram obtidas evidências de validade exploratória e confirmatória, de confiabilidade e de conteúdo da escala denominada Escala de Relacionamento com Clientes do E-commerce. A escala final estrutura-se em três fatores: Experiência com o site, Relacionamento com a marca e Experiência de compra. Este estudo amplia a compreensão do relacionamento entre clientes e marcas digitais ao identificar os principais elementos necessários ao desenvolvimento e à manutenção de relações sólidas no ambiente de comércio eletrônico, por meio da adaptação de um instrumento científico à realidade brasileira. Foram identificadas as principais características do relacionamento de clientes com empresas de comércio eletrônico, permitindo processos de decisão e o desenvolvimento de estratégias de marketing baseadas no comportamento do consumidor. Ainda, a literatura avançou com a produção de um instrumento operacionalmente válido e confiável para a avaliação de relacionamentos no comércio eletrônico a partir da perspectiva dos clientes brasileiros.
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