A importância do valor da logística na satisfação do cliente no e-commerce

Abstract

This Course Completion Work analyzes the value of logistics in customer satisfaction in E-commerce, considering the accelerated growth of electronic commerce in Brazil and the need for increasingly efficient operations. The objective of the research was to verify what the value of logistics is in customer satisfaction in the digital environment, identifying the main logistic factors that influence the purchase experience. For this, a mixed approach research was carried out, with application of bibliographic research and questionnaires to consumers and professionals from the logistics and commercial areas of Serra Gaúcha. The results demonstrated that delivery time, delivery reliability, stock availability and freight cost are the logistic factors with the greatest impact on customer satisfaction. It was also found that logistic failures, such as delays, stockouts and shipping errors, directly affect sales conversion and customer loyalty. The cross analysis showed alignment between customer perception and the managers' view regarding the relevance of logistics for E-commerce competitiveness. It is concluded that logistics has ceased to perform only an operational function and has come to represent a strategic element for value generation, satisfaction, customer retention and sustainability of operations in electronic. [resumo fornecido pelo autor]