Qualidade em serviços de E-commerce: uma avaliação da percepção dos clientes da Shopee em Igarassu

Abstract

With the growth of e-commerce, it has become increasingly easier to purchase products from anywhere in the world quickly and affordably. This evolution has provided greater accessibility, variety, and competitive prices, but this expansion has also created challenges in delivery logistics, customer service, and discrepancies between what is sold and what the customer receives. In Brazil, Shopee has become one of the leading shopping sites, being widely used even in smaller cities like Igarassu, Pernambuco. This study sought to understand how Igarassu residents perceive the quality of services on Shopee's e-commerce platform, based on their own experiences. To this end, a closed-ended survey was conducted using a questionnaire developed using the E-S-QUAL method. E-commerce quality, using this method, was assessed based on eight factors related to speed of service, website performance, data security, customer service, problem-solving, contact information, price, and whether the customer intends to continue shopping on Shopee. In addition to this method, the survey also used the Net Promoter Score (NPS) method, a customer satisfaction metric, to compare the satisfaction levels observed between the methods. The results highlight the aspects that customers consider to work well, as well as those they consider for improvement. The result was that the dimensions of privacy, accountability, compensation, and contact achieved a high level of neutrality, while the dimensions of efficiency, system availability, service, perceived value, and loyalty interest revealed an overwhelming level of satisfaction in the respondents' perception.