Desarrollar y validar una escala para evaluar la experiencia del cliente durante el proceso de cumplimiento de pedidos en el contexto del comercio electrónico
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Publicado
16-04-2026
Natalia Kravchenko
Vera Butkouskaya
Olga Oyner
Anita Nanda
https://orcid.org/0009-0000-4456-7031
Vera Butkouskaya
Olga Oyner
Anita Nanda
Resumen
Este estudio desarrolla y valida una nueva escala multidimensional para evaluar la experiencia del cliente durante el proceso de cumplimiento de pedidos en el comercio electrónico, abordando la carencia de instrumentos de medición centrados en la etapa poscompra. Mientras que investigaciones previas han analizado principalmente indicadores operativos, como la velocidad de entrega o la calidad del servicio, a menudo se han pasado por alto las dimensiones emocionales y experienciales del cumplimiento. Basándose en la teoría del marketing experiencial, este estudio propone un marco integral que integra tanto componentes funcionales (p. ej., exactitud, seguimiento) como emocionales (p. ej., disfrute, fluidez) de la experiencia del cliente. La investigación se llevó a cabo en dos etapas —pretest y validación a gran escala— mediante una encuesta a 385 consumidores en línea en Rusia. Este contexto empírico, que representa un mercado digital amplio y de rápido crecimiento, ofrece perspectivas valiosas más allá de los estudios tradicionalmente centrados en Occidente. Utilizando Modelado de Ecuaciones Estructurales por Mínimos Cuadrados Parciales (PLS-SEM), el análisis reveló seis dimensiones clave de la experiencia de cumplimiento: conveniencia, disfrute, fluidez en la entrega, seguimiento del paquete, soporte de comunicación y exactitud y estado del producto entregado. Este estudio contribuye a la literatura sobre experiencia del cliente al posicionar el cumplimiento de pedidos como un punto de contacto experiencial crítico en la etapa poscompra. Más allá de su valor teórico, la escala validada ofrece una herramienta práctica de diagnóstico para que los proveedores de comercio electrónico mejoren la calidad del servicio y la satisfacción del cliente en diversos contextos de mercado.
Cómo citar
Kravchenko, N., Butkouskaya, V., Oyner, O., & Nanda, A. (2026). Desarrollar y validar una escala para evaluar la experiencia del cliente durante el proceso de cumplimiento de pedidos en el contexto del comercio electrónico. Cuadernos De Gestión, 26(1), 7–21. https://doi.org/10.5295/cdg.252388nk
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Keywords
Experiencia del cliente, Cumplimiento de pedidos, Comercio electrónico, Desarrollo de escalas, Etapa poscompra, Industria minorista, Mercados emergentes
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Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding Service Convenience. Journal of Marketing, 66(3), 1-17. https://doi.org/10.1509/jmkg.66.3.1.18505
Boateng, G. O., Neilands, T. B., Frongillo, E. A., Melgar-Quiñonez, H. R., & Young, S. L. (2018). Best practices for developing and validating scales for health, social, and behavioral research: A primer. Frontiers in Public Health, 6, 149. https://doi.org/10.3389/fpubh.2018.00149
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68. https://doi.org/10.1509/jmkg.73.3.052
Brown, J., & Guiffrida, A. (2014). Carbon emissions comparison of last-mile delivery versus customer pickup. International Journal of Logistics Research and Applications, 17(6), 503-521. https://doi.org/10.1080/13675567.2014.907397
Cao, Y., Ajjan, H., & Hong, P. (2018). Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction: An empirical study with comparison. Asia Pacific Journal of Marketing and Logistics, 30(2), 400-416. https://doi.org/10.1108/APJML-04-2017-0071
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Esper, T. L., Jensen, T. D., Turnipseed, F. L., & Burton, S. (2003). The last mile: an examination of effects of online retail delivery strategies on consumers. Journal of Business Logistics, 24(2), 177-203. https://doi.org/10.1002/j.2158-1592.2003.tb00051.x
Fisher, M., Gallino, S., & Xu, J. (2016). The value of rapid delivery in online retailing. SSRN. https://doi.org/10.13140/RG.2.2.17868.62080
Gahler, M., Klein, J. F., & Paul, M. (2023). Customer experience: Conceptualization, measurement, and application in omnichannel environments. Journal of Service Research, 26(2), 191-211.
Garg, R., Rahman, Z., & Qureshi, M. N. (2014). Measuring customer experience in banks: Scale development and validation. Journal of Modelling in Management, 9(1), 87-117. https://doi.org/10.1108/JM2-07-2011-0030
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience compo-nents that co-create value with the customer. European Management Journal, 25(5), 395-410. https://doi.org/10.1016/j.emj.2007.08.005
Gevaers, R., Van de Voorde, E., & Vanelslander, T. (2011). Characteristics and typology of last-mile logistics from an innovation perspective in an urban context. In City Distribution and Urban Freight Transport: Multiple Perspectives (pp. 56-71). Edward Elgar Publishing. https://doi.org/10.4337/9780857932754.00009
Gielsens, K., Gijsbrechts, E., Geyskens, I., 2020. Navigation the last mile: The demand effects of click-and-collect order fulfillment. Journal of Marketing, 85(4), 158-178. https://doi.org/10.1177/0022242920960430
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