Fatores que influenciam a fidelização no e-commerce de moda feminina em Belém-PA

Abstract

The objective of this research is to understand the factors that influence customer loyalty in women's fashion e-commerce, focusing on consumers in Belém do Pará, analyzing whether shipping costs, delivery times, loyalty programs and after-sales can influence in customer loyalty and can build loyalty in e-commerce. The research is classified as descriptive with a qualitative-quantitative approach. The study was carried out using a structured questionnaire, applied virtually to consumers who have already purchased women's fashion through e- commerce. The sample was non-probabilistic for convenience, reaching a total of 207 respondents. Data analysis was carried out using simple tabulation statistical treatment. The research results confirmed the general objective, reinforcing that the variables shipping cost, delivery time, loyalty programs and after-sales are, in fact, important determinants in the decision of consumers to return to online women's fashion stores and become loyal customers.