期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2013
卷号：2
期号：7
页码：49-66
出版社：European Society of Business and Social Sciences
摘要：The purpose of this paper is to understand if it is possible, in the retail area, to consider having only online stores, since ecommerce in Portugal has been changing over the past few years and the numbers registered in the virtual trade have been growing or, alternatively, if it is important to offer both possibilities. Specifically, this research seeks to understand the importance of offering good buying experiences, both on off and online stores, to make consumer feel satisfied and, therefore, committed to a certain retail brand and thus develop loyalty. This article focuses on the major groups of the Portuguese retail sector aiming to analyze these two scenarios and a model is proposed, through the formulation of some Hypotheses, as a result of the literature review; in a second part, to test the suggested model, a questionnaire to a sample of 165 persons was applied. According to the results, good shopping experiences, both on and offline stores, lead to Satisfaction which, in turn, leads to Commitment and, therefore, increases the possibility for the client to become Loyal (and recommend the on and offline store to their closest friends). Thus, offering the two possibilities is, in fact, the best option; the actual crisis situation created a very rational consumer, totally aware of the need to save money because his/her income has been reduced due to politic and economic measures adopted. As a consequence, the individuals want to be in control of the buying process, having the possibility to easily access to a lot of information about products and services and, therefore, make the right choice.
