O poder das avaliações e comentários de clientes na formação de decisões de compra em ambientes digitais

Abstract

Nowadays, the commercial nature's relationship construction involves the need of properly managing the relationship established between client and negotiator, considering the potential impact caused by what is issued and stated within the relationship in general. It's a relationship model established in a secondary way, validated from the clear expression of personal manifestations related to the explanation of opinions about the product or service sold. Overall, it is understood that the posting of comments regarding the products or services negotiated promotes the consumer a better understanding of the environment in which it finds itself, and promotes the construction of an efficient relationship between negotiator and client consolidating it responsibly. The present work aims to evaluate, based in literature's review, the importance of customer's comments as an influencing factor in decisionmaking of purchasing power. For this, the concept of service is discussed in an analogous way, analyzing consumer relations and observing the principles and responsibility that must be present in consumer relations which are consolidated by virtual means. This work is built under the deductive mode of analysis establishing itself as an integrative literature review, and in its final considerations the understandings shown throughout the text are reiterated.