Percepção dos consumidores sobre a qualidade dos serviços, a satisfação, a intenção de recompra e a fidelidade no comércio eletrônico

Abstract

E-commerce has expanded purchasing possibilities and increased the importance of the quality of services provided through digital platforms. This study aimed to analyze consumers’ perceptions of service quality in e-commerce, satisfaction with shopping experiences, repurchase intention, and loyalty toward previously used companies. A quantitative, applied, and descriptive study was conducted through a cross-sectional survey. Data were collected using an electronic questionnaire administered to consumers aged 18 or older who had made at least one online purchase in the 12 months preceding the study. The final sample consisted of 182 participants selected through convenience sampling. Data were analyzed using frequencies, percentages, means, and standard deviations. The results indicated a positive evaluation of 4 perceived service quality, with an overall mean of 3.66. Among its dimensions, efficiency, convenience, and ease of use achieved the highest mean (3.98), whereas customer service, support, and responsiveness received the least favorable evaluation and were classified as intermediate (3.40). Satisfaction reached a mean of 3.90, repurchase intention obtained the highest mean among the general aspects analyzed (4.07), and loyalty reached a mean of 3.63. It was concluded that participants evaluated their online shopping experiences favorably, particularly the operational aspects of digital platforms. However, customer service, response speed, data security, and information reliability remain areas requiring greater attention from companies.