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Doctoral Thesis
DOI
https://doi.org/10.11606/T.12.2009.tde-22042009-162421
Document
Author
Full name
Fanny Mori Niño
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2009
Supervisor
Committee
Gouvea, Maria Aparecida (President)
Lage, Beatriz Helena Gelas
Martins, Gilberto de Andrade
Silva, Dirceu da
Zwicker, Ronaldo
Title in Portuguese
A oferta de serviços turísticos nos ambientes de comércio online e offline
Keywords in Portuguese
Comércio eletrônico
Internet
Serviços turísticos
Abstract in Portuguese
Este estudo visou investigar os atributos da qualidade do atendimento das agências de turismo circunscritas à cidade de São Paulo e os fatores que podem determinar a migração de seus clientes para a Internet no seu comportamento de solicitação de um serviço turístico. À luz dos modelos SERVQUAL de Parasuraman et al (1988), SERVPERF de Cronin e Taylor (1992 e 1944), TAM2 de Venkatesh e Davis (2000) e Taxa de Adoção de Inovação de Rogers (2003), foi elaborado um modelo adaptado ao contexto de serviços turísticos, que foi validado por meio de técnicas estatísticas. Foi realizada uma pesquisa de natureza quantitativa cujos dados foram utilizados na análise dos constructos propostos no modelo adaptado ao setor turístico. Um dos principais resultados deste estudo apontou que os usuários dos serviços das agências de turismo avaliam a qualidade como uma única dimensão ou indicador geral. Quanto à fidelidade ao canal offline, atenção especial deve ser dada à gentileza dos funcionários e ao entendimento das necessidades dos clientes como estratégia para sua retenção. Em relação a uma possível migração ao canal online, o aspecto mais relevante detectado foi a utilidade percebida da Internet. Espera-se que os resultados deste trabalho forneçam subsídios para maior compreensão dos atributos de qualidade e de seus impactos na decisão do cliente em continuar ou não com o canal tradicional (offline) para solicitação de serviços turísticos.
Title in English
The supply of tourist service in the environments of commerce online and offline
Keywords in English
E-commerce
Internet
Tourist service
Abstract in English
This study aimed to investigate the attributes of service quality of the travel agencies that are located in São Paulo city and the factors that may cause the migration of their customers to the Internet in their behavior of requesting a tourist service. Based on the models SERVQUAL by Parasuraman et al (1988), SERVPERF by Cronin and Taylor (1992 and 1944), TAM2 by Venkatesh and Davis (2000) and Index of Innovation Adoption by Rogers (2003) a model has been drawn up with adjustment to context of tourism services, which was validated through multivariate statistical techniques. A quantitative research was conducted and the data collected were used in the analysis of the model of this study. One of the main results of this study showed that users of the service of travel agencies consider the quality as a single dimension or overall indicator. Considering the loyalty to the offline channel, special attention should be given to the courtesy of staff and to understanding of the needs of customers as a strategy for retention. In relation to a possible migration to the online channel, the most relevant aspect found was the perceived usefulness of Internet. The results of this study should provide insights for a deeper understanding of the attributes of quality and its impacts on the customer's decision about continuing or not with the traditional channel (offline) when requesting a tourist service.
 
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Tese_Fanny_Mori.pdf (1.95 Mbytes)
Publishing Date
2009-04-23
 
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