Análise da experiência do usuário final em relação às ações de pós-venda no e-commerce interacional

Abstract

Please translate to English: E-commerce is no longer an international trend but a consolidated reality that is constantly growing. For businesses, the post-sale stage is an essential factor for success in the face of increasingly qualified competition. In this regard, the analysis of customer satisfaction levels in relation to e-commerce post-sale, based on User Experience (UX), is a relevant field of study in academic research. The pleasant user experience throughout the entire buying journey plays a crucial role in customer satisfaction, directly influencing loyalty and positive product or service recommendations to new potential customers. In this context, the objective of this study is to analyze customer satisfaction levels regarding international e-commerce post-sale, using the User Experience Questionnaire (UEQ) as a basis, identifying the key factors that influence customer satisfaction and making improvement proposals. The research is conducted through a quantitative approach, involving data collection via an online questionnaire applied to consumers who made purchases on e-commerce platforms in the past year. In conclusion, it can be stated that although the results of the scales proposed by the study fell below the expected average, consumers tend to have a positive impression of the post-sale services offered; however, improvements can be made to achieve higher customer satisfaction in the end. [resumo fornecido pelo autor]