Análisis de los factores determinantes de la implementación del modelo de E-commerce y la demanda de servicios de Delivery en el mercado de comida rápida en la ciudad de Guayaquil, durante la pandemia por COVID-19
Fecha
2022-03
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Facultad de Ciencias Económicas. Universidad de Guayaquil
Resumen
El comercio electrónico es una oportunidad de optimización de procesos, que permite facilitar las transacciones de compra y venta, en las que el consumidor no está obligado a dirigirse a un espacio físico para saber si la oferta se ajusta a sus necesidades. Como parte de la reactivación económica de los negocios de comida rápida, la implementación del modelo E-commerce B2C, representa una alternativa de potenciar sus actividades y mejorar su servicio, por ello, el objetivo del presente trabajo de investigación fue identificar los factores que hacen importante la utilización de esta herramienta para las empresas que forman parte de este mercado. Para ello, se utilizó una metodología descriptiva y transversal con un enfoque cualitativo de investigación, en el que se recurrió a instrumentos como la entrevista y se complementó con la recolección de información documental. Con la ayuda de los resultados obtenidos, de la experiencia de los propietarios entrevistados y los datos bibliográficos, se realizó un análisis encaminado al cumplimiento de los objetivos específicos de este estudio. Así mismo, se incluye una propuesta de estrategias que deben incluirse en los procesos de digitalización de los negocios del sector de comidas rápidas.
E-commerce is an opportunity to optimize processes, which facilitates buying and selling transactions, in which the consumer is not obliged to go to a physical space to find out if the offer meets his needs. As part of the economic reactivation of fast food businesses, the implementation of the E-commerce B2C model represents an alternative to enhance their activities and improve their service, therefore, the objective of this research work was to identify the factors that make the use of this tool important for the companies that are part of this market. For this purpose, a qualitative descriptive and transversal research methodology was used with a qualitative research approach, in which instruments such as the interview were used and complemented with the collection of documentary information.. The results obtained, the experience of the owners interviewed and the bibliographic data were used to carry out an analysis aimed at fulfilling the specific objectives of this study. It also includes a proposal of strategies that should be included in the digitalization processes of businesses in the fast food sector.
E-commerce is an opportunity to optimize processes, which facilitates buying and selling transactions, in which the consumer is not obliged to go to a physical space to find out if the offer meets his needs. As part of the economic reactivation of fast food businesses, the implementation of the E-commerce B2C model represents an alternative to enhance their activities and improve their service, therefore, the objective of this research work was to identify the factors that make the use of this tool important for the companies that are part of this market. For this purpose, a qualitative descriptive and transversal research methodology was used with a qualitative research approach, in which instruments such as the interview were used and complemented with the collection of documentary information.. The results obtained, the experience of the owners interviewed and the bibliographic data were used to carry out an analysis aimed at fulfilling the specific objectives of this study. It also includes a proposal of strategies that should be included in the digitalization processes of businesses in the fast food sector.
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Palabras clave
NEGOCIOS, COMIDA RÁPIDA, COMERCIO ELECTRÓNICO, B2C
Citación
APA