Analyzing the Influence of COVID-19 on the E-Commerce Customer’s Retail Experience in the Supermarket Industry: Insights from Brazil

Abstract

Background: E-commerce’s convenience, speed, and ability to overcome geographical barriers have made it increasingly popular across industries. This study analyzed the impact of the COVID-19 pandemic on customer experience and satisfaction in supermarket retail e-commerce in the Brazilian market. The objective was to understand how the pandemic influenced satisfaction in this sector. Methods: A survey research method was employed, utilizing the Critical Incident Technique to identify key quality dimensions important to customers. A total of 133 valid responses underwent exploratory factor analysis. Results: Data analysis identified three dimensions significantly affecting overall customer satisfaction. “Presentation of Products in the Application (app)” had the highest correlation, while “Delivery Logistics” had the lowest. However, when considering the COVID-19 factor, “Delivery Logistics” showed the highest correlation. This indicates that the dimension most affected by the pandemic has the least impact on overall satisfaction in supermarket e-commerce. Conclusions: The study emphasizes the significance of understanding customer satisfaction in supermarket e-commerce, not just during the COVID-19 pandemic but also its post-pandemic consequences. Retailers should prioritize improving product presentation in apps, as it greatly influences overall satisfaction. Addressing the pandemic’s impact on delivery logistics is also crucial to ensure competitiveness in the e-commerce market.