O impacto do Covid-19 na experiência do cliente de e-commerce de varejo: um estudo no setor de supermercado
Tipo
TCC
Data de publicação
2021-12
Periódico
Citações (Scopus)
Autores
Cunha, Beatriz Moschetta
Lettieri, Carolina Kato
Cadena, Giulia Wiltenburg
Lettieri, Carolina Kato
Cadena, Giulia Wiltenburg
Orientador
Pereira, Veridiana Rotondaro
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Resumo
O e-commerce é um modelo de negócio que vem ganhando espaço exponencialmente em todos os setores do comércio, por conta de sua praticidade, rapidez e possibilidade de eliminação de distâncias. Com a pandemia, esse cenário se tornou ainda mais vantajoso. Assim, é essencial levar a satisfação do cliente em consideração para se atingir uma vantagem competitiva no mercado. O objetivo deste estudo é fazer uma análise dos efeitos da pandemia de COVID-19 na experiência do cliente de e-commerce de varejo de supermercados, e seu impacto na satisfação do cliente. Foi utilizado o método de pesquisa survey, cuja elaboração se deu a partir da técnica do Incidente Crítico para determinação das dimensões da qualidade mais importantes para os clientes do setor. Foram coletadas 133 respostas válidas e, a partir destas, realizou-se a análise fatorial exploratória (AFE). Foi possível alcançar o objetivo inicial do trabalho e, como resultado, foram identificadas 3 dimensões da qualidade que impactam na “Satisfação Geral” do cliente, sendo que o fator de maior correlação foi a “Apresentação dos Produtos no Aplicativo” e o fator de menor correlação foi “Logística da Entrega”. Já para o fator “COVID-19”, o fator “Logística da Entrega” apresentou maior grau de correlação, demonstrando que o fator mais impactado pela pandemia do COVID-19 tem o menor impacto na Satisfação dos clientes de e-commerce de varejo de supermercados.
E-commerce is a business model that has been growing exponentially in commerce sectors, due to its practicality, speed and agility. With the pandemic, this scenario became even more advantageous. Thus, it is essential to take customer satisfaction into consideration to achieve a competitive advantage in the market. The objective of the study is to analyze the effects of the COVID-19 pandemic on the supermarket retail e-commerce customer experience, and its impact on customer satisfaction. The survey research method was used, whose elaboration was based on the Critical Incident Technique to determine the dimensions of quality that matters the most to the customers. A total of 133 valid responses were collected and from these, an exploratory factor analysis (EFA) was performed. It was possible to reach the initial objective of the study and, as a result, 3 dimensions of quality were identified that impacted the "Overall Satisfaction" of the customer, with the highest correlation factor being "Product Presentation in the Application" and the lowest correlation factor being “Delivery Logistics”. As for the "COVID-19" factor, the "Delivery Logistics" factor showed the highest degree of correlation, demonstrating that the factor most impacted by the COVID-19 pandemic has the least impact on the Satisfaction of e-commerce retail customers in supermarkets.
E-commerce is a business model that has been growing exponentially in commerce sectors, due to its practicality, speed and agility. With the pandemic, this scenario became even more advantageous. Thus, it is essential to take customer satisfaction into consideration to achieve a competitive advantage in the market. The objective of the study is to analyze the effects of the COVID-19 pandemic on the supermarket retail e-commerce customer experience, and its impact on customer satisfaction. The survey research method was used, whose elaboration was based on the Critical Incident Technique to determine the dimensions of quality that matters the most to the customers. A total of 133 valid responses were collected and from these, an exploratory factor analysis (EFA) was performed. It was possible to reach the initial objective of the study and, as a result, 3 dimensions of quality were identified that impacted the "Overall Satisfaction" of the customer, with the highest correlation factor being "Product Presentation in the Application" and the lowest correlation factor being “Delivery Logistics”. As for the "COVID-19" factor, the "Delivery Logistics" factor showed the highest degree of correlation, demonstrating that the factor most impacted by the COVID-19 pandemic has the least impact on the Satisfaction of e-commerce retail customers in supermarkets.
Descrição
Palavras-chave
satisfação do cliente , E-commerce de supermercado , pandemia Covid-19 , customer satisfaction , supermarket E-commerce , Covid-19 pandemic