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The customer care IT tools as a competitive advantage factor in the Brazilian retail industry

Author

Listed:
  • Marcos Antonio Gaspar
  • Denis Donaire
  • Silvio Aparecido Dos Santos

Abstract

The fast growing of e-commerce proceeded in profits for many companies. Its application associated to well-designed workflows, i.g., the virtual customer care procedures, can benefit the companies by building long term competitive advantages. This study analysed the virtual customer care of ten big Brazilian retail companies, through the identification and evaluation of the actual Information Technology applied tools in their sites. We stated that Ponto Frio had the highest performance. An intermediate group was composed by Pao de Acucar, Bom Preco, Sonae, Lojas Americanas and Casas Bahia. The bottom line was filled by Pernambucanas, Sendas, Wal-Mart and Carrefour.

Suggested Citation

  • Marcos Antonio Gaspar & Denis Donaire & Silvio Aparecido Dos Santos, 2010. "The customer care IT tools as a competitive advantage factor in the Brazilian retail industry," International Journal of Economics and Accounting, Inderscience Enterprises Ltd, vol. 1(4), pages 360-374.
    • Handle: RePEc:ids:ijecac:v:1:y:2010:i:4:p:360-374
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