EFEITO DA COMUNICAÇÃO BOCA A BOCA ELETRÔNICA NO DESEMPENHO DA FIRMA
Resumen
O boca a boca eletrônico tem se tornado uma importante fonte de informação para o consumidor. Este estudo procurou mensurar o efeito da comunicação boca a boca eletrônica no desempenho da firma. Os efeitos dos comentários dos consumidores no desempenho da firma foram avaliados a partir de avaliações postadas em um site de pedido de refeição de uma empresa específica. A amostra foi composta pelas notas relativas a 3.335 pedidos coletados no portal, de 04/ 2015 a 12/2017, acrescidas de 642 comentários qualitativos. O desempenho da firma foi mensurado por índices de vendas no website, vendas na loja física e faturamento total. Os dados foram analisados por regressão linear múltipla. Diferentemente de trabalhos já publicados, não se identificou relacionamento estatisticamente significativo entre notas e comentários de consumidores e o desempenho da firma. A inclusão de uma variável dummy para captar os efeitos da participação em um festival de cultura não alterou os resultados. Porém, a inclusão de uma variável independente de tendência conseguiu elevar o poder de explicação dos modelos para valores de 55%, em média. Portanto, ainda que a empresa receba notas e comentários favoráveis dos seus clientes, essas variáveis não foram capazes de explicar o crescimento de vendas. Talvez, tal fato se deva à utilização de dados mensais, em que as variações nas variáveis dependentes, todas relacionadas a vendas, sofreram consideráveis alterações, mas os comentários e as notas mantiveram-se desde o início em níveis estáveis e elevados. Portanto, somente a tendência para captar tal efeito no curto prazo.Citas
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