NAKAGAWA, S. S. Y.GOUVEA, M. A.OLIVEIRA, B.2023-08-262023-08-262014-01-05NAKAGAWA, S. S. Y.; GOUVEA, M. A.; OLIVEIRA, B. Aspectos que determinam a lealdade ao fornecedor nas compras online e em lojas físicas. Espacios, v. 35, n. 8, p. 19, 2014.0798-1015https://repositorio.fei.edu.br/handle/FEI/4929Loyalty may lead to lasting and profitable relationships between clients and companies. The knowledge of the issues underlying the loyalty of customers to the supplier can help companies optimize their efforts. However, despite the steep increase in purchases through the Internet, little is known about customer behavior online. This study aimed to identify the aspects related to the loyalty of buyers to suppliers in the online and offline environments and characterization of several profiles of loyalty. Through a descriptive field research investigated were the buyers of books, CDs and DVDs in the offline and online environments based on the model of Coyle and Gokey (2002). In the offline context, the most important aspects are location, service and testing; whereas in the online context, the motivating factors are price competitiveness, the reputation of the store and delivery time. The study emphasized, though, the complexity of the formation process of loyalty, both online and offline environment.Acesso RestritoArtigoConsumer behaviorInternetLoyalty