Análisis del uso de servicios de delivery en minimarkets de Guayaquil

Abstract

The present study analyzes the use of delivery services in minimarkets in Guayaquil, identifying their main advantages, disadvantages, and the level of customer satisfaction. This allowed for the proposal of strategies aimed at optimizing these services and strengthening the competitiveness of minimarkets in the local market. The rise of e-commerce has transformed consumer habits, leading minimarkets to incorporate delivery as a key tool to meet the demands of a more connected society and prioritize speed and convenience in daily shopping. The study employed a cross-sectional, non-experimental design with a mixed-methods approach. Documentary and field research techniques were combined with an explanatory focus to delve deeper into the factors affecting the efficiency and adoption of delivery services. The sample included 384 individuals from the Economically Active Population (EAP) of Guayaquil, who were surveyed, along with interviews conducted with three minimarket owners or managers and three delivery and logistics experts. The results highlight that customers value the speed, convenience, and accessibility of the service but face challenges such as high costs, lack of product availability, and delays in delivery. While the majority expressed satisfaction, there are still areas for improvement. It is concluded that through the optimization of delivery routes, the use of digital tools such as WhatsApp and social media, and the implementation of loyalty programs, minimarkets can significantly improve their services, reduce operating costs, and strengthen their presence in the market, offering more efficient and accessible alternatives for consumers.