Influências do Comércio Eletrônico B2B no Processo de Atendimento de Pós-Vendas no Segmento de Bens de Capital: Estudo de Caso em uma Empresa Representante de Equipamentos Pesados
Abstract:Estratgias competitivas so identificadas como norteadoras e pontos divergentes entre as empresas, que por sua vez garantem a evoluo do mercado. Mais especificamente no setor de bens de capital, a necessidade de se diferenciar em suporte se traduz na exigncia em disponibilidade de mquina, pois somente assim possvel proporcionar o retorno sobre o investimento realizado na aquisio do equipamento. O atendimento em ps-vendas, que visa suportar o produto em condies operacionais, um relacionamento de longo prazo e … Show more
“…For Harnessing Technology, which covers human-machine, machine-human, and machine-machine interaction, and also considers the influences of the internet, only Amaral et al (2015) were selected. This study investigated how the after-sales service process could be influenced by e-commerce using the relationship between a capital goods company that engages in e-commerce activities and its various organizational clients at a national level.…”
Section: Empirical Blockmentioning
confidence: 99%
“…In Data Analytics, we can highlight the study ofBrambilla and Dalmarco (2014). In Marketing/ Finance Interface, onlyVieira et al (2013) had more proximity.Regarding the theme of Harnessing Technology, it was only possible to classify the study ofAmaral, Junior, Pizzinatto and Pitombo (2015). Finally, those who covered Industry Context/ Ecosystems wereCozer, Toledo, andSzafir-Goldstein (2008), andTroccoli (2010).…”
mentioning
confidence: 99%
“…The flexible sample remained hegemonic in all articles analyzed, and interview scripts and inferential descriptive analysis served as the instrument and analysis technique, respectively. The analysis of content was shown as a relevant technique used in articles to evaluate the value added to the products(Battaglia et al, 2015;Silva et al, 2016b), influencers on the process of post-sale engagement(Amaral et al, 2015), and determinants of long-term relationships in the pursuit of competitive advantage(Brambilla & Dalmarco, 2014;Cozer et al, 2008).Regarding articles of a quantitative nature, there was also a predominance of cross-sectional research, except for Almeida et al (2014), whose research proposed a quasi-experiment, executed according to monthly data collections. In terms of sampling, we highlight Eberle et al (2017), the only ones to adopt a probabilistic sample by means of a random draw.…”
RESUMO Este estudo apresenta uma revisão da literatura brasileira sobre o marketing business-to-business (B2B) de 2008 a 2018. O método utilizado envolveu seleção do tópico de revisão, pesquisa na literatura, coleta, leitura e análise das publicações científicas de periódicos de nível maior ou igual a B2. Teoricamente, o B2B associou-se a seis temas: inovação, jornada do cliente e valor do relacionamento, análise de dados, aproveitamento de tecnologia, integração entre Marketing e Finanças e ecossistemas de mercados. No aspecto metodológico, predominaram pesquisas quantitativas, utilização de survey, cortes temporais transversais, uso de amostras não probabilísticas e coleta de dados via questionários/escalas. Empiricamente, as pesquisas se concentraram na jornada do cliente e valor do relacionamento. O estudo contribui ao evidenciar possibilidades de pesquisa e ao realizar um paralelo entre a produção brasileira e a internacional, a fim de traçar um panorama futuro para o estudo do marketing B2B.
“…For Harnessing Technology, which covers human-machine, machine-human, and machine-machine interaction, and also considers the influences of the internet, only Amaral et al (2015) were selected. This study investigated how the after-sales service process could be influenced by e-commerce using the relationship between a capital goods company that engages in e-commerce activities and its various organizational clients at a national level.…”
Section: Empirical Blockmentioning
confidence: 99%
“…In Data Analytics, we can highlight the study ofBrambilla and Dalmarco (2014). In Marketing/ Finance Interface, onlyVieira et al (2013) had more proximity.Regarding the theme of Harnessing Technology, it was only possible to classify the study ofAmaral, Junior, Pizzinatto and Pitombo (2015). Finally, those who covered Industry Context/ Ecosystems wereCozer, Toledo, andSzafir-Goldstein (2008), andTroccoli (2010).…”
mentioning
confidence: 99%
“…The flexible sample remained hegemonic in all articles analyzed, and interview scripts and inferential descriptive analysis served as the instrument and analysis technique, respectively. The analysis of content was shown as a relevant technique used in articles to evaluate the value added to the products(Battaglia et al, 2015;Silva et al, 2016b), influencers on the process of post-sale engagement(Amaral et al, 2015), and determinants of long-term relationships in the pursuit of competitive advantage(Brambilla & Dalmarco, 2014;Cozer et al, 2008).Regarding articles of a quantitative nature, there was also a predominance of cross-sectional research, except for Almeida et al (2014), whose research proposed a quasi-experiment, executed according to monthly data collections. In terms of sampling, we highlight Eberle et al (2017), the only ones to adopt a probabilistic sample by means of a random draw.…”
RESUMO Este estudo apresenta uma revisão da literatura brasileira sobre o marketing business-to-business (B2B) de 2008 a 2018. O método utilizado envolveu seleção do tópico de revisão, pesquisa na literatura, coleta, leitura e análise das publicações científicas de periódicos de nível maior ou igual a B2. Teoricamente, o B2B associou-se a seis temas: inovação, jornada do cliente e valor do relacionamento, análise de dados, aproveitamento de tecnologia, integração entre Marketing e Finanças e ecossistemas de mercados. No aspecto metodológico, predominaram pesquisas quantitativas, utilização de survey, cortes temporais transversais, uso de amostras não probabilísticas e coleta de dados via questionários/escalas. Empiricamente, as pesquisas se concentraram na jornada do cliente e valor do relacionamento. O estudo contribui ao evidenciar possibilidades de pesquisa e ao realizar um paralelo entre a produção brasileira e a internacional, a fim de traçar um panorama futuro para o estudo do marketing B2B.
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