ANÁLISE DAS FERRAMENTAS DE FEEDBACKDOSCLIENTES E SUA RELAÇÃO COMA AVALIAÇÃODASEXPERIÊNCIAS DE COMPRA ONLINE

Abstract

Given the dynamic and competitive scenario of e-commerce, the analysis of feedback assessment tools used in national e-commerce has emerged as a crucial topic. The main objective of this research was to review the feedback tools used by e-commerce companies, highlighting the diversity of methods used to collect customer information. To achieve this purpose, we outlined specific objectives that guided our approach. In addition, we sought to identify how these tools are implemented and managed by companies, analyzing their functionalities. The methodology adopted involved a qualitative and quantitative research, using content analysis to examine existing data, such as social media reviews, customer comments, and other textual sources. The choice of this method allowed the identification of recurring themes and opinions expressed by customers, offering an understanding of the nuances involved in the online shopping experience. The results obtained revealed the critical importance of feedback tools in e-commerce management. The rapid and effective response to reviews, especially negative ones, is noted as an important component for building customer trust. Transparency in communication and personalization of the experience were also identified as key elements for positive reviews. We conclude, therefore, that effective management of feedback tools is essential to improve the online shopping experience and strengthen the relationship between e-commerce companies and their customers. These findings offer valuable insights for theory and practice, highlighting the need for strategies focused on transparent interaction, personalization, and agile response to customer concerns.