Logística para comércio eletrônico Business to Consumer-B2C : um estudo com um operador logístico de Aracaju-SE

Abstract

The constant advances in technology and the ease of access to the Internet have been driving e-commerce, which has been showing steady growth in recent years. However, what on the one hand generates convenience and narrow geographic barriers, on the other, faces operational difficulties for the product to be delivered within the deadline set to the final consumer. Logistics, therefore, assumes a prominent role in this new mode of commercialization between company and consumer, also called Bussines-to-Consumer (B2C), as a means of increasing loyalty and raising the level of customer satisfaction. In order to understand the main transformations that occurred in the logistics process to meet e-commerce, in relation to traditional commerce, especially in relation to distribution and reverse logistics, the present work had the objective of analyzing the main changes occurred in the logistics process, the from B2C segment e-commerce service, from the perspective of a logistics operator in Sergipe. Through interviews, a qualitative, exploratory study was developed. According to the analysis of respondents' responses, it was possible to perceive changes in the company's logistics activities. The main results indicated that there are significant differences between the two forms of commercialization, such as delivery, which requires prior scheduling, greater investments in safety and technology, and higher costs. The study also revealed challenges to be overcome, such as after-sales service with the virtual customer and meeting deadlines, as well as benefits provided from e-commerce service, such as increased billing and increased visibility from the company.