Fatores que contribuem para a construção da lealdade em negócios que vendem alimentos prontos através do serviço de delivery e usam aplicativos como canal de distribuição

Abstract

Identifying the factors that contribute to building loyalty in businesses that sell readymade foods through the delivery service and use app’s as a distribution channel was the main objective of the present study. As for the methods of data collection used, initially, a documentary research was done, aiming to provide a theoretical basis for the work. In a second moment, a questionnaire was applied for quantitative data. As for the methodology, the research was exploratory, of a basic nature with qualitative and quantitative approaches. In the present study, 367 structured questionnaires were applied through Google Docs, them 178 respondents were validated, since they answered the filter question to delimit the research target audience: to buy ready food through app’s. The results showed that iFood is the main app’s used by people who buy ready-made food by app’s, as well as, it was outlined that having a good evaluation of their customers, in the comments of the app’s; attention to other aspects, such as: waiting time; variety; food preservation and good recommendations, rather than simply offering a low price; to exceed consumer expectations; have an active profile in social networks, especially in Instagram; use app’s as a sales channel; offer extra benefits to the consumer; and finally, to have well-trained, educated and helpful employees, always seeking to meet the needs of the consumer with agility and helpfulness, have shown themselves as contributing factors for the construction of loyalty in small businesses that distribute through app’s.