A lealdade ao canal de comercialização e ao fornecedor nas compras em ambientes físico e online

The advance of electronic commerce in Brazil points to an irreversible trend of development of this channel to make purchases. Because of its peculiarities, the loyalty strategies adopted by companies in the physical environment may require adjustments and even afterthoughts. As a result, this study aimed to identify the most valued aspects for loyalty to the supplier's point of view of loyal and not loyal to channels (physical and virtual stores) and suppliers in the online and offline environments, and potentially more variables that influence adoption behavior or continued use of the Internet as a shopping channel. Besides the review of relevant theoretical framework, was conducted a survey descriptive in nature with quantitative data treatment with buyers of books, CDs and DVDs. In the stage of data analysis the following techniques were used: descriptive statistics, Chi-square test and confirmatory factor analysis. Among other results, the research shows that, regardless of purchase channel, most customers are not loyal to the supplier, but in the physical channel the loyalty is predominant in this environment, unlike what happens in e-commerce. Also points out that while the not loyal to the physical channel to appreciate the location and accessibility, the not loyal to the online channel to consider the trust in the store and its reputation as a major factor for developing loyalty. The specificity of loyalty to the channel and the supplier for purchases online and offline revealed in this study contribute to the definition of companies strategies for to building closer relationships with their targets and increase their retention.