O uso da transformação digital por pequenos negócios na Pandemia de COVID-19: uma análise de conteúdo

Abstract

The COVID-19 pandemic was an extraordinary event that shook every aspect of human life, its rapid reproduction and varied forms of transmission meant that government lockdown sanctions were put in place to contain the spread of the pathogen. In the area of commerce, small businesses, the most affected in this sphere, have resorted to using digital technologies to keep their businesses open. The main objective of this work is to analyze the consequences of the digital transformation due to the Covid-19 pandemic in small businesses in Governador Valadares-MG. The aim is to verify the factors involved in the transition between physical and digital business environments, the main digital technologies and resources adopted, and to analyze the customer value derived from the actions adopted for this new scenario. This research methodology uses content analysis based on qualitative-exploratory research, obtaining data from 9 semi-structured interviews and bibliographic reference sites (Web of Science, Scopus, and Google Scholar). The results show that the interviewees went through many difficulties in adapting from the physical to the digital environment, caused by a lack of strategy for situations like this, but that they achieved growth in sales in their stores and in customer satisfaction, caused by the company's entry into social networks and the implementation of new software.