Como o e-commerce pode ganhar fidelidade do consumidor cumprindo o prazo de entrega prometido? Um estudo de caso no varejo brasileiro

Resumo

The e-commerce growing has been accelerated with people´s greater acces to the internet and smartphones. In addition to the Covid-19 pandemic and the lockdown imposed by the public authorities, consumers had limited consumption choices, contributing to this accelarating movement in the growth of virtual commerce. With consumers increasingly demanding and accustomed to shorter delivery times, online retailers tend to follow competitors and compete for customers, offering equal or shorter delivery deadlines. This case study of a large Brazilian e-commerce retailer seeks to understand the impact of compliance on customer loyalty in the period from 2020 to 2021 using logistic regressions to understand the impact of the deadline compliance variable on the customer's effective return. . The results indicate that, in general, meeting deadlines was not a highly relevant factor in the scope analyzed, but customers who are already further away from large centers and receive goods with deadlines longer than 2 days are impacted by compliance of the deadline promise This case study of a large Brazilian e-commerce retailer seeks to understand the impact of meeting the promised delivery deadline on consumer loyalty in the period from 2020 to 2021 using logistic regressions to understand the impact of the deadline compliance variable in the actual return of the client. The results indicate that, in general, meeting deadlines was not a highly relevant factor in the context analyzed, but customers who are farther away from large centers and receive goods with deadlines longer than 2 days are impacted by meeting deadlines of delivery time.

Ficha do documento

Tipo

Dissertação

Ano

2023

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/33704

Temas

Transportes

Palavras-chave

Customer loyaltyLogistics service qualityCustomer complaintsCustomer satisfactionOnline logisticsSupply chainE-commerceLogística onlineEntrega no prazoSatisfação do cliente onlineFidelização do cliente onlineAdministração de empresasComportamento do consumidorClientes - FidelizaçãoSatisfação do consumidorLogística empresarialComércio eletrônico