El impacto de la globalización y la digitalización de la economía en el desarrollo del comercio electrónico
DOI:
https://doi.org/10.5377/reice.v10i20.16031Palabras clave:
Comercio al por menor, Organización comercial, Comercio electrónico, Servicio de comercio, Calidad de servicioResumen
En el contexto de la globalización y digitalización de la economía, así como del período pandémico y pospandémico, se ha acentuado el desarrollo del comercio electrónico y la urgencia de asegurar la eficiencia y competitividad de las tiendas online. Un factor importante en la eficiencia y competitividad de un minorista es la satisfacción de las necesidades del cliente, que depende directamente de la calidad del servicio minorista. En este sentido, el estudio tiene como objetivo proponer un método para evaluar la calidad del servicio minorista en el comercio electrónico. El método presentado se basa en SERVQUAL y SERVPERF, desarrollándolos y adaptándolos al comercio electrónico teniendo en cuenta la especificidad de su modelo de negocio. Los autores sugieren cinco grupos de parámetros para la evaluación de la calidad del servicio minorista en línea (interacción en línea, interacción humana, confiabilidad, tangibles y garantía) que combinan un total de 21 parámetros individuales. También se calculan indicadores de calidad de resumen. La agrupación basada en evaluaciones de percepción y puntos de importancia para los enfoques de gestión óptimos para cada parámetro. El método presentado es aplicable a los competidores, lo que es casi imposible con el enfoque cuantitativo. Además, si es necesario, el método puede complementarse con indicadores cuantitativos y evaluaciones de expertos por parte de los empleados de la tienda en línea.
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Derechos de autor 2023 REICE: Revista Electrónica de Investigación en Ciencias Económicas
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