ATRIBUTOS LOGÍSTICOS NA SATISFAÇÃO DO CONSUMIDOR DE E-COMMERCE

Elvio Correa PORTO, Caio Eduardo MACHADO, Erick Paulo Santos SOUZA, Francisco Rosales PACHÁ, Gustavo Ribeiro KASAYA

Abstract


RESUMO

O presente trabalho tem como questão central de pesquisa avaliar como os consumidores via e-commerce percebem os aspectos de desempenho logístico. O crescimento das vendas pela internet consolida o e-commerce como um canal expressivo de varejo. O suprimento ao mercado se faz direto ao consumidor, por um número maior de pedidos individuais em quantidades menores e em diversidade única de especificações. As entregas são frequentes para endereços domésticos. Assim, a logística se associa à transação o consumidor faz com o vendedor. Portanto, torna-se coerente investigar se o desempenho logístico influi na satisfação do consumidor. Conclui-se que a influência da logística do e-commerce na satisfação dos consumidores de cosméticos é baixa de modo que a logística não traz satisfação adicional, apenas impede que o cliente fique insatisfeito. 

PALAVRAS-CHAVE: Logística; E-commerce; Satisfação do Consumidor, Modelo de Kano.

 

ABSTRACT

This paper has as central purpose of research to evaluate how the consumers via e-commerce perceive the aspects of logistic performance. The growth of internet sales consolidates e-commerce as a major retail channel. Market supply is made direct to the consumer, by a greater number of individual orders in smaller quantities and in a unique diversity of specifications. Deliveries are frequent for home addresses. Thus, logistics is associated with the transaction the consumer makes with the seller. Therefore, it becomes coherent to investigate whether logistic performance influences consumer satisfaction. It is concluded that the influence of ecommerce logistics on consumer satisfaction of cosmetics is low so that logistics does not bring additional satisfaction, it only prevents the customer from being dissatisfied.

KEYWORDS: Logistics; E-commerce; Consumer Satisfaction, Kano Model.


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