Compra consultiva ou autosserviço: análise na experiência de consumo dos clientes do varejo agropecuário
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Data
2021-06
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Dalmoro, Marlon
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Resumo
Esta monografia tem como objetivo analisar, por meio da pesquisa com os clientes do varejo agropecuário da cidade de Roca Sales - RS, a percepção dos consumidores acerca da experiência de compra consultiva e o autosserviço, além de analisar a forma de atendimento perante uma nova modalidade de atendimento que é o autosserviço. Também buscou-se identificar os motivos que os consumidores optam por tal modalidade e analisar fatores negativos e positivos sobre a experiência com estes modelos de atendimentos. No âmbito do plano teórico, foi apresentado uma revisão na literatura, com conceitos e estratégias que influenciam na experiência do consumidor. O método apresenta uma abordagem descritiva, o tipo de pesquisa é quantitativo, e o público-alvo são os consumidores do comércio varejista da cidade de Roca Sales – RS. A amostragem é não probabilística por conveniência e a coleta de dados foi feita por meio de questionário. Com a análise dos dados foi constatado que o modelo de atendimento à venda consultiva é a melhor na experiência de compra dos consumidores, pelo fato da presença do vendedor ser importante para a orientação dos produtos, porém a agilidade causada pelo autoatendimento também é bem-vista pelos consumidores. Propõe-se que os resultados obtidos sejam usados para que as lojas do comércio varejista entendam o comportamento do consumidor e a experiência de compra nas duas modalidades de venda, consultiva e de autosserviço. Com isso os gestores podem entender melhor o consumidor e assim direcionar as decisões, entendendo melhor os modos de atendimento com a percepção do consumidor.
This undergraduate thesis aims to analyze, through a survey with clients of agricultural retail stores from the city of Roca Sales – RS, the perception of the costumers about the assisted buying experience and self-service, as well as the service before a new method that is self-service. It was also sought to identify the motives because the customers prefer a method over the other and to analyze the negative and positive factors about the experience of these service models. On the theory plane, a literature review was presented with concepts and strategies that affect the customer experience. The method presents a descriptive approach, the type of research is qualitative, and the target group is the costumers from the retail stores from the city of Roca Sales – RS. The sampling isn’t probabilistic by convenience and the data collection was done through a survey. With the data analysis, it was observed that the service method of assisted buying is the better experience for the customers because the presence of the seller is important for product acquiring guidance, but the agility of self-service is also well regarded. It is proposed that the obtained results be used so the retail stores’ management can comprehend the customers’ behavior and buying experience in the two methods, assisted and self-service. With this, the managers can better understand the customers and so direct their decisions, better comprehending the service methods with the customers’ perceptions.
This undergraduate thesis aims to analyze, through a survey with clients of agricultural retail stores from the city of Roca Sales – RS, the perception of the costumers about the assisted buying experience and self-service, as well as the service before a new method that is self-service. It was also sought to identify the motives because the customers prefer a method over the other and to analyze the negative and positive factors about the experience of these service models. On the theory plane, a literature review was presented with concepts and strategies that affect the customer experience. The method presents a descriptive approach, the type of research is qualitative, and the target group is the costumers from the retail stores from the city of Roca Sales – RS. The sampling isn’t probabilistic by convenience and the data collection was done through a survey. With the data analysis, it was observed that the service method of assisted buying is the better experience for the customers because the presence of the seller is important for product acquiring guidance, but the agility of self-service is also well regarded. It is proposed that the obtained results be used so the retail stores’ management can comprehend the customers’ behavior and buying experience in the two methods, assisted and self-service. With this, the managers can better understand the customers and so direct their decisions, better comprehending the service methods with the customers’ perceptions.
Descrição
Palavras-chave
Comportamento do consumidor; Experiência de compra; Agilidade; Atendimento; Percepção do consumidor; Customer behavior; Buying experience; Agility; Service; Customer perception
Citação
GOSMANN, Rodrigo. Compra consultiva ou autosserviço: análise na experiência de consumo dos clientes do varejo agropecuário. 2021. Monografia (Graduação em Administração) – Universidade do Vale do Taquari - Univates, Lajeado, 22 jun. 2021. Disponível em: http://hdl.handle.net/10737/3257.