O uso do WhatsApp Business como ferramenta de comunicação e vendas: um estudo de caso em uma loja de variedades e serviços de informática em Parintins

Abstract

With the advancement of digitalization and the widespread use of instant messaging applications, tools such as WhatsApp Business have become central to communication between companies and consumers. In the context of small retail businesses, especially in inland municipalities, this channel emerges as an accessible and efficient alternative to strengthen customer relationships. In this regard, the present study aimed to analyze the customer experience with WhatsApp Business as a service and sales tool in a variety and IT service store located in Parintins, Amazonas, Brazil. The research employed a quantitative approach through the application of a structured questionnaire distributed via Google Forms, which gathered 84 valid responses from the company's customers. The collected data were organized into charts and interpreted based on theoretical contributions related to digital marketing, customer experience, and purchasing behavior in digital environments. The results revealed a high level of customer satisfaction with the channel, especially regarding speed, politeness, clarity of messages, and positive influence on purchasing decisions. Additionally, strong acceptance of receiving ongoing communications via WhatsApp was observed, highlighting the tool's potential not only for customer service but also as an integrated strategy for relationship-building and customer loyalty. It is concluded that, when used effectively, the platform can serve as an essential bridge between small businesses and their audiences.