Impacto de la experiencia del usuario y la confianza en la satisfacción y su efecto en la lealtad en los servicios de última milla dentro del comercio electrónico en Lima Metropolitana 2025
DOI:
https://doi.org/10.5281/zenodo.17824844Palabras clave:
Experiencia del usuario, confianza en el servicio de entrega, satisfacción, lealtad, última milla, comercio electrónicoResumen
La entrega de última milla se ha convertido en un factor decisivo para moldear la satisfacción del usuario y el uso continuado de las plataformas de comercio electrónico. Tras la pandemia, el aumento de las compras en línea aceleró la adopción de soluciones logísticas más flexibles, como los puntos de recogida y los sistemas automatizados. Sin embargo, la satisfacción del usuario sigue dependiendo de elementos como la puntualidad, la comunicación y la percepción de seguridad durante la entrega, especialmente en mercados digitales emergentes como Lima.
Este estudio tiene como objetivo determinar cómo la experiencia del usuario y la confianza en los servicios de entrega influyen en la satisfacción del usuario, y cómo dicha satisfacción impulsa la lealtad hacia los proveedores de servicios de última milla dentro del comercio electrónico en las zonas 6 y 7 de Lima Metropolitana. La investigación se desarrolló bajo un enfoque cuantitativo, con un alcance correlacional–causal, y se basó en un muestreo no probabilístico por conveniencia aplicado a 387 participantes. Los datos fueron analizados mediante el modelo de ecuaciones estructurales por mínimos cuadrados parciales (PLS-SEM).
Los resultados revelan que la confianza en el servicio de entrega actúa como el principal impulsor de la satisfacción del usuario. En cuanto a la experiencia del usuario, la dimensión contacto de recogida emergió como el predictor positivo más relevante, mientras que la eficiencia, el seguimiento de paquetes y el atractivo visual no mostraron efectos significativos. Además, los resultados confirman que la satisfacción constituye un antecedente importante de la lealtad del usuario, independientemente del contexto cultural.
Estos hallazgos subrayan la necesidad de que las empresas prioricen acciones que fortalezcan la confianza y el componente humano del servicio de entrega, al tiempo que amplían la comprensión del comportamiento del consumidor digital en un mercado emergente y poco representado como el peruano.
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