Medición del nivel de satisfacción de la experiencia del cliente a lo largo del ciclo de compras e-commerce en Colombia por medio de análisis estadístico

Abstract

The purpose of the research to measure the customer experience in online shopping in Colombia, evaluating the perception of consumers and the factors that affect each point of the purchasing cycle. An instrument was developed that included 84 items formulated with the Likert scale in which the dimensions were measured: symbolic, access, visit and search for products, payment, delivery of the product or service, returns and regrets, self-regulation, hidden costs. The sample was made up of 844 participants from Bogotá, Medellín, Cali and Barranquilla, among them women and men aged between 16 and 60 years. Of the 84 initial items that the instrument contained, 51 of them were excluded through factor analysis because they did not meet the selection criteria. The internal consistency of the test was evaluated from the Cron Bach Alpha coefficient of the subscales and in the entire test. Descriptive statistics and frequency data were obtained. For the creation of the factors, the suitability of the structure of the correlation matrix was verified and, consequently, the feasibility of carrying out the factor analysis, also applying the calculation of the reproduced correlation matrix, whose elements are the correlations between pairs. of variables estimated from the factorial, statistical model, the Bartlett sphericity test and the Kaiser-Meyer-Olkin test.