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A qualidade de serviços pós-venda no setor do comércio eletrónico: a influência na satisfação, na lealdade à marca e na decisão de voltar a comprar
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Resumo(s)
O crescimento do comércio eletrónico, impulsionado pelo aparecimento da internet, tem redefinido as dinâmicas de consumo e logística a nível global. Este fenómeno levou a uma reestruturação das empresas de transporte e logística, com especial enfoque na melhoria dos serviços de Last Mile Delivery, visando não apenas atender às necessidades das plataformas de e-commerce, mas também garantir a satisfação dos clientes.
A qualidade dos serviços pós-venda, incluindo a entrega, tornou-se um fator crítico para a experiência do consumidor, influenciando diretamente a sua perceção sobre as lojas online e as empresas de entrega. Neste contexto, a interação entre a qualidade do serviço prestado pelas plataformas de comércio eletrónico e a eficiência das empresas logísticas assume um papel primordial na construção de uma relação de confiança e lealdade com os clientes.
No presente trabalho propõe-se a analisar a relação entre a perceção da qualidade dos serviços de e-commerce e a qualidade dos serviços logísticos, explorando como a melhoria conjunta destes fatores pode impactar a satisfação do cliente, a lealdade à marca e a decisão de voltar a comprar. A perceção positiva do serviço de entrega é, muitas vezes, determinante para a avaliação global da experiência de compra online, podendo influenciar a reputação de uma loja virtual ou marketplace. Desta forma, identificar os fatores críticos que garantem a satisfação do cliente torna-se essencial para alinhar as práticas de melhoria contínua entre as empresas de e-commerce e as de logística. Este alinhamento não só beneficia ambas as partes, como também agrega valor ao consumidor, reforçando a confiança e fomentando a fidelização. Assim, a qualidade dos serviços pós-venda emerge como um elemento estratégico para o sucesso sustentável no competitivo setor do comércio eletrónico.
The growth of e-commerce, driven by the advent of the internet, has redefined global consumption and logistics dynamics. This phenomenon has led to a restructuring of transport and logistics companies, with a particular focus on improving last mile services, aiming not only to meet the needs of e-commerce platforms but also to ensure customer satisfaction. The quality of after-sales services, including delivery, has become a critical factor for the consumer experience, directly influencing their perception of online stores and delivery companies. In this context, the interaction between the quality of service provided by e-commerce platforms and the efficiency of logistics companies plays a central role in building trust and loyalty with customers. This study proposes to analyse the relationship between the perceived quality of e-commerce services and the quality of logistics services, exploring how the joint improvement of these factors can impact customer satisfaction, brand loyalty, and the decision to repurchase. A positive perception of the delivery service is often decisive for the overall evaluation of the online shopping experience and can influence the reputation of a virtual store or marketplace. Therefore, identifying the critical factors that ensure customer satisfaction becomes essential to align continuous improvement practices between e-commerce and logistics companies. This alignment not only benefits both parties but also adds value to the consumer, reinforcing trust and fostering loyalty. Thus, the quality of after-sales services emerges as a strategic element for sustainable success in the competitive e-commerce sector
The growth of e-commerce, driven by the advent of the internet, has redefined global consumption and logistics dynamics. This phenomenon has led to a restructuring of transport and logistics companies, with a particular focus on improving last mile services, aiming not only to meet the needs of e-commerce platforms but also to ensure customer satisfaction. The quality of after-sales services, including delivery, has become a critical factor for the consumer experience, directly influencing their perception of online stores and delivery companies. In this context, the interaction between the quality of service provided by e-commerce platforms and the efficiency of logistics companies plays a central role in building trust and loyalty with customers. This study proposes to analyse the relationship between the perceived quality of e-commerce services and the quality of logistics services, exploring how the joint improvement of these factors can impact customer satisfaction, brand loyalty, and the decision to repurchase. A positive perception of the delivery service is often decisive for the overall evaluation of the online shopping experience and can influence the reputation of a virtual store or marketplace. Therefore, identifying the critical factors that ensure customer satisfaction becomes essential to align continuous improvement practices between e-commerce and logistics companies. This alignment not only benefits both parties but also adds value to the consumer, reinforcing trust and fostering loyalty. Thus, the quality of after-sales services emerges as a strategic element for sustainable success in the competitive e-commerce sector
Descrição
Palavras-chave
Vendas online Qualidade de Serviços Intenção de recompra Entrega Last mile Online sales Service quality Repurchase Intention Last mile delivery