Banca de DEFESA: ALEXANDRE MAGNO DA SILVA FILHO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : ALEXANDRE MAGNO DA SILVA FILHO
DATE: 30/03/2021
TIME: 09:00
LOCAL: VIDEOCONFERÊNCIA (https://meet.google.com/erp-hqug-auz )
TITLE:

STUDY OF THE REPERCUSSION OF THE OMNICHANNEL STRATEGY

IN A SUPERMARKET COMPANY IN NATAL / RN

KEY WORDS:

Omnichannel, Customer Journeys, User Generated Content, supermarket retailer

PAGES: 82
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

The consumer purchase decision process goes through a multiplicity of channels, the customer migrates from one channel to the other without barriers and waits in the same way that companies enable a continuous and uninterrupted customer journeys. Therefore, it is no longer necessary to just be present in several channels simultaneously, it is necessary to think about a uniform experience with integrated actions, developing a strategy called Omnichannel (Staflund and Kersmark, 2015). Gasparin, 2020, highlights that the academic researches that deal with this strategy focus on the implementation and the organizational vision of its effects, although they ignore two important points: The way consumers perceive the strategy and the growing use of social media in the customer journeys . Therefore, the present research analyzed the repercussion of the development of an omnichannel strategy for a supermarket chain in Natal / RN. The research comprises an exploratory and descriptive case study, adopting a qualitative and quantitative treatment and analysis of data. Secondary data were collected on the company's instagram, using user-generated content from this platform for categorical analysis and sentiment analysis. The results found point to the direction that the omnichannel service has a good repercussion among customers. An analysis of the comments had a high representation of positive sentiment and showed that, in the view of customers, it presents on Instagram the strategy used to hit the categories of complementarity and purchase journey, but still eliminated to be desired in terms of channel integration. The data found contribute to the advancement of academic research on this topic, reinforcing studies focused on the consumer's view of this transformation process. In addition, the results show the market point of view because it can help decision making regarding the direction of organizational investments in omnichannel strategies from the understanding of the customer's view and their consumption behavior

BANKING MEMBERS:
Externo à Instituição - GABRIEL RODRIGO GOMES PESSANHA - UNIFAL-MG
Presidente - 1372521 - MARIA VALERIA PEREIRA DE ARAUJO
Externa à Instituição - RENATA FRANCISCO BALDANZA