Acciones de lealtad, atracción y satisfacción del cliente con relación a la retención en dark stores de la última milla

Abstract

En los últimos años, los aplicativos móviles contribuyeron en gran medida al auge de las compras en e-commerce, y como consecuencia, surgieron nuevas necesidades del consumidor, como tener puntos de contacto cercanos para realizar compras más rápidas, dando paso a los Last Milers, quienes tratan directamente con la última parte del delivery del producto. Tras el surgimiento de este modelo y su éxito, surge la idea de contar con almacenes propios cerrados al público, conocidos como dark stores, para generar ventas propias aprovechando su logística, contando con un modelo que abastece de manera directa la demanda de los clientes mediante la asignación de envíos rápidos según almacenes ubicados estratégicamente cerca a sus ubicaciones.

In recent years, mobile applications have contributed to the rise of e-commerce, and as a consequence new consumer needs have emerged, for example, nearby touch points for faster purchases, contributing to the rise of Last Milers, who deal directly with the last part of the product delivery. After the success of this model, the idea of having their own warehouses closed to the public, also known as dark stores, arose, and in that way, they can generate their own sales taking advantage of their logistics. The model directly supplies customer demand through the allocation of express shipments according to strategically located warehouses.

In addition, is necessary to understand the behavior of the consumer to finish knowing their assessment regarding the service offered, and for this reason, the project work seeks present the loyalty actions, attraction, and user experience, and how they are related to the retention of customers in last milers’ dark stores. For the project, a quantitative methodology will be used, at the same time, we will use an online survey with a sample of 400 people, with the aforementioned, we want to validate the hypotheses established throughout the investigation with a focus on the relationship of the exposed variables.