Customer loyality in e-commerce: a case study on deadline compliance in Brazilian retail during the Covid-19 pandemic

Objective: This research aim consists in understanding the impact of meeting promised delivery deadlines on customer loyalty in a Brazilian retail e-commerce. Method: This case study uses quantitative methods – logistic regression – through the analysis of a database of 20 million sales made between 2020 and 2021. Originality / Relevance: As it has become increasingly relevant in the Brazilian market, it is necessary to understand the quality of logistics services in the country, how it impacts companies, and consumer satisfaction and loyalty. Results: The results indicate that meeting the deadline was not a factor of great relevance in the analyzed context, however, customers who receive the goods within deadlines of more than 2 days are impacted by the fulfillment of the delivery deadline promise. Theoretical / Methodological Contributions: This paper contributes to the literature by presenting a method for analyzing data on customer loyalty in Brazilian e-commerce. Social / Management Contributions: For management, the work shows that a company can segment its consumers into groups of delivery times with differentiated actions for greater customer retention. Sustainable Development Goals (SDG): 8. Decent Work and Economic Growth, 9. Industry, Innovation and Infrastructure, 12. Responsible Consumption and Production.