Análisis de la satisfacción de los consumidores de canales de venta E-commerce del sector retail en la ciudad de Guayaquil y diseño de estrategias.

Abstract

This study analyzes consumer satisfaction with their shopping experience through e-commerce channels in the retail sector in Guayaquil, with the aim of designing strategies to optimize customer experience. A descriptive quantitative approach was used, applying a survey to 384 consumers in the retail sector using the E-RetailTest scale, which evaluates satisfaction across various dimensions. The results reveal that the website design quality, customer service, and transaction security dimensions show high levels of satisfaction. However, the risk perception dimension received the lowest score, indicating concerns about online shopping security. In response, an integrated strategy is proposed, including technological, legal, and educational measures to improve risk perception and enhance the shopping experience. Furthermore, the study emphasizes the importance of public-private collaboration to reinforce regulations and ensure consumer protection. It is concluded that improving risk perception is essential to increasing customer satisfaction and loyalty, ensuring the sustained growth of e-commerce in the retail sector in Guayaquil.