Análisis de la satisfacción del cliente y el comercio electrónico: almacén “Red Freak” en la ciudad de Tunja.

Abstract

Currently, technology has evolved, thus being introduced as a way of life in society, forming part of the basic needs that all human beings have. One of the greatest changes and benefits that this great tool has been able to provide is that interpersonal communication, related to the use of fast and intelligent access devices. This is how companies are searching for the implementation of new tools and the incursion of more advanced and efficient processes, since they identify that fundamental element to solve problems and eliminate obstacles. Technology is that essential resource both for companies that are positioned and recognized in the market, as well as those emerging that are in a growth process. This is due to the fact that, with the Internet, they can achieve the optimization and improvement of processes, in this case selling products online, and at the same time, achieve optimal customer service. This is why, in such a globalized world, the need arises to satisfy the needs of customers through faster, simpler and more attractive processes compared to companies that are competitors. Here the role of electronic commerce shines, since its use has become a fundamental tool of great success in the world of business and sales through digital platforms. Over time, many companies have been affected because their purchase and sale channels are directly in their commercial establishments, which is why, as students of Business Administration, a goal is established whose main objective is to study those factors related to customer satisfaction when they make a purchase through a digital platform. All this in order to analyze in what aspects the company fails, what changes must be made, and what strategies must be implemented in order to provide an excellent and high-quality process. The research has a mixed method because quantitative research is integrated, since data is statistically analyzed, and qualitative because it is information related to customer preferences, tastes, or dissatisfactions. In addition to providing a deeper and more complete understanding of the research topic, which yields as results, lower levels of contentment in the majority clients that refers to the female gender due to the lack of variety in clothing, the delay time of attention to the user and the difficult navigation through the web page.