Keywords
cliente
varejo
lojas americanas
escândalo
How to Cite
Abstract
Corporate reputation is the basis for customer confidence in the company. It takes time to build, but it can be destroyed quickly. There are many factors that can compromise an organization's reputation in the market, including financial scandals involving its leaders. The aim of this research is to investigate how news about an organization's low financial performance can compromise its reputation with customers, using Lojas Americanas, Brazil's largest retailer, which has been in the market for over 90 years and was recently involved in an accounting and financial scandal, as the object of study. A qualitative study was carried out, using primary and secondary data. Firstly, the company's financial data, available from public sources, was analyzed. Next, a survey was carried out among shoppers who declared themselves Americanas customers, to identify how the corporate reputation was based on the customer. It was found that although Americanas.com customers are afraid of not receiving the products they bought online, Americanas' corporate reputation is preserved, both for customers of the physical stores and the online store, if their expectations of low prices, promotions and quality products are met. The affective memory of the brand was also very strong among the survey respondents, reminding them of good times from their childhood and adolescence, which encourages their confidence in the company's ability to recover in the market.
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