Analysis of Customer Digital Behavior through the Canvas Business Model: An Initial Proposal
1Marcello Vinícius Doria Calvosa, 2Ana Alice Vilas Boas, 3Amanda Leticia Machado Fernandes, 4Isabela de Melo Franco, 5João Luiz Alves Pinheiro
1,3,4,5Universidade Federal Rural do Rio de janeiro (DCA – UFRRJ) / Grupo de Pesquisas GeCaPEP (CNPq/UFRRJ) - BR 465, Km 7,Seropédica – RJ, 23.890-000
2Universidade Federal de Lavras – Faculdade de Ciências Sociais aplicadas FCSA - Departamento de Administração e Economia DAE – Campus universitário – Caixa Postal 3037 - Lavras – MG CEP 37200-900
https://doi.org/10.47191/jefms/v7-i5-66
ABSTRACT:
The main objective of this work is to propose a framework containing a sequence of actions and steps that can be used to assist managers and organizations in decision-making and improvement of their managerial and commercial performance. This work followed quantitative and qualitative methodology involving a bibliometric research, meta-analysis through the application of secondary data, bibliographic analysis and the exposure of the proposed model for the approval of managers and professors in the area of management and marketing, linked to a research group of a federal university in Rio de Janeiro. The theoretical contribution of the work was to establish a conceptual link between knowledge about customer behavior and business models. The practical contribution was the elaboration and description of a self-applicable theoretical model in the organizational decision-making environment, based on market and commercial elements present in the daily life of the manager and the organization, especially the small ones. The main conclusion was that the theoretical model was approved when appreciated by managers and professors of the area, however, it still needs to be validated quantitatively and in organizational environment for the generalization of its use.
KEYWORDS:
Marketing; Customer Behavior; Business Model Canvas.
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