Revista Científica Interdisciplinaria Investigación y Saberes
2024, Vol. 14, No. 3 e-ISSN: 1390-8146
Published by: Universidad Técnica Luis Vargas Torres
How to cite this article (APA):
la Mota, G., Quimi, T., Vargas, T. (2024) Consumer choice factors in the
use of delivery apps in the city of Guayaquil, Revista Científica Interdisciplinaria Investigación y
Saberes, 14(3) 220-231
Consumer choice factors in the use of delivery apps in the city of
Guayaquil
Reconciling rights: Prenatal adoption and legislation in Ecuador
Gustavo la Mota Terranova
Master in Marketing, mention in digital management, Instituto Superior Tecnológico Guayaquil.
glamota@istg.edu.ec, https://orcid.org/0000-0003-2783-6644
Tatiana Quimi Ling
Commercial Engineer, Instituto Superior Tecnológico Guayaquil
tquimi@istg.edu.ec, https://orcid.org/0009-0003-3425-667X
Tiffany Vargas Erazo
Higher Technologist in Marketing, Instituto Superior Tecnológico Guayaquil
tavargas@est.istg.edu.ec, https://orcid.org/0009-0000-5466-6674
This paper presents a detailed analysis of the various factors
influencing user satisfaction with home delivery services in the city of
Guayaquil, Ecuador, during the specific context of the COVID-19
pandemic. A descriptive and cross-sectional methodology was used
with a sample of 100 respondents, combining quantitative and
qualitative techniques through online surveys. The results revealed
that the most used applications are PedidosYa and Rappi, with a
moderate trend of weekly or monthly use. Most users rated the quality
of service positively, although areas of opportunity were identified to
improve the user experience, such as timeliness of delivery and
transparency of service. The importance of continuous innovation by
delivery companies to meet the changing needs of consumers and
maintain their position in the market is highlighted. In addition, it is
suggested to conduct further research focused on the specific
marketing strategies employed by companies on social networks.
Abstract
Received 2024-05-11
Revised 2024-07-23
Published 2024-08-01
Corresponding Author
Gustavo la Mota Terranova
glamota@istg.edu.ec
Pages: 220-231
https://creativecommons.org/lice
nses/by-nc-sa/4.0/
Distributed under
Copyright: © The Author(s)
Consumer choice factors in the use of delivery apps in the city of Guayaquil
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These digital platforms have acquired unprecedented relevance in
the current era, becoming crucial channels for attracting and retaining
customers. It is also recommended to analyze future trends in the
delivery market, in order to assess the possible advantages,
challenges and potential impacts on the Ecuadorian market.
Key words:
Applications, Delivery, Consumer behavior, Satisfaction,
Consumers.
Resumen
El presente trabajo presenta un análisis detallado de los diversos
factores que influyen en la satisfacción de los usuarios respecto a los
servicios de entrega a domicilio en la ciudad de Guayaquil, Ecuador,
durante el contexto específico de la pandemia COVID-19. Se utilizó
una metodología descriptiva y transversal con una muestra de 100
encuestados, combinando técnicas cuantitativas y cualitativas a través
de encuestas online. Los resultados revelaron que las aplicaciones
más utilizadas son PedidosYa y Rappi, con una tendencia moderada
de uso semanal o mensual. La mayoría de los usuarios calificaron
positivamente la calidad del servicio, aunque se identificaron áreas de
oportunidad para mejorar la experiencia del usuario, como la
puntualidad en la entrega y la transparencia en el servicio. Se destaca
la importancia de la innovación continua por parte de las empresas
de reparto para satisfacer las necesidades cambiantes de los
consumidores y mantener su posición en el mercado. Además, se
sugiere realizar investigaciones adicionales centradas en las
estrategias de marketing específicas empleadas por las empresas en
las redes sociales. Estas plataformas digitales han adquirido una
relevancia sin precedentes en la era actual, convirtiéndose en canales
cruciales para atraer y retener clientes. Asimismo, se recomienda
analizar las tendencias futuras del mercado de delivery, con el fin de
evaluar las posibles ventajas, desafíos e impactos potenciales en el
mercado ecuatoriano.
Consumer choice factors in the use of delivery apps in the city of Guayaquil
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Palabras clave:
Aplicaciones, Delivery, Comportamiento del
consumidor, Satisfacción, Consumidores.
Introduction
Over the past few years, we have witnessed the evolution of delivery
services in Ecuador, marked by the rapid adoption of delivery apps.
As these apps have become active in people's daily lives, it has
become clear that the boom in home delivery has not only been the
result of the expansion of e-commerce but also a direct reflection of
consumers' choices for options that offer convenience and
accessibility.
Initially, home delivery services were not frequently used by users;
however, the unexpected global pandemic has acted as a catalyst for
these services, making them, at that time, the only option for
obtaining supplies at home. And with that, forcing many
establishments to close their doors to the public and focus on home
delivery to keep their businesses afloat.
A similar view is held by Alejandro Figari, director of PedidosYa
Ecuador. "The pandemic prompted a faster adoption of Ecuadorians
to use the delivery service for food, supermarket, pharmacy and
anything else that can be delivered at home". (Vinueza, 2023)
This change in consumer behavior has redefined the market and
brought new entrants, who compete with established services such as
PedidosYa, formerly known as Glovo, one of the first apps to make
inroads in the country in 2018, operating in 16 cities. That same year,
Uber Eats was incorporated, which has been expanding its reach,
reaching more than 10 cities. (Zapata, 2022)
A year after the arrival of PedidosYa and Uber Eats to the Ecuadorian
market, the Rappi app arrived, which managed to diversify its
presence and gain visibility during the Covid-19 pandemic in 2020.
"The challenges that the pandemic brought us led us to many
opportunities for improvement through the speed in the adoption of
technologies, which allowed us to empower ourselves even more in
Consumer choice factors in the use of delivery apps in the city of Guayaquil
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the digital ecosystem, always thinking of new ways of relating to the
environment," says Alejandro Freund, general manager of Rappi
Ecuador.
Delivery services are present in different types of businesses, being
more used by restaurants, this is because the consumer lives in a
society where time is of the essence and it becomes a necessity to
buy online to satisfy a basic need, such as food. (Medina Chacón,
2021)
The main question posed by this article is: What are the main factors
that contribute to user satisfaction or dissatisfaction with delivery
services in the city of Guayaquil? The general objective of the paper
was to analyze the factors that influence consumer choice and
satisfaction when using delivery applications in Ecuador.
As specific objectives we have:
• Observe the frequency of users' use of ordering apps.
• Examine the behavior that influences consumer purchase and
consumption decisions in delivery applications.
• Identify the services with the highest follow-up and demand
among users.
The COVID -19 pandemic created a landscape of accelerated digital
transformation. The restrictions led to increased adoption of mobile
applications that offer home delivery services allowing people to shop
without leaving home. According to a study by Statista, "In Latin
America, the culinary business has always enjoyed great dynamism,
but the boom in online ordering and delivery generated by the
COVID-19 pandemic intensified demand significantly. Between 2019
and 2022 alone, it grew by more than 63%, surpassing the $6 billion
threshold." (Statista Research Department, 2024)
Digital marketing and advertising have played a crucial role in
expanding the coverage of these services on digital platforms, making
it possible to reach various corners of the country and thus
broadening their reach.
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"Social networks have marked a milestone in terms of mass
dissemination, due to their reach, characteristics and impact on
today's society. They are used by both individuals and companies,
given that they make it possible to achieve interactive and dynamic
communication." (Toledo Chambilla, 2021, p. 23)
The initial diffusion that companies gave to their services in different
social networks, presenting them as a considerable preventive
measure in the time of pandemic, caused a change in cognitive
behavior that raised the level of trust in people, making them feel safe
and protected. This strategy was subsequently implemented by
medium-sized companies and enterprises.
Large companies have implemented various adaptations to provide a
service in line with consumer needs. For example, Postmates
introduced "contactless delivery" in the United States through its
app.
This functionality allows the customer to request that their orders be
left at their door, thus eliminating direct interaction between the
courier and the customer. Companies such as Grubhub and Uber Eats
have implemented a similar mechanism, while DoorDash advises its
users to specify, via a message or image, where they prefer to receive
their orders. Also in the field of deliveries in China, two giants such as
Meituan and Alibaba have experimented with "contactless
deliveries". (Walls, 2022)
Unlike large companies, the expenses and costs associated with
delivery applications led local establishments to create their own
"delivery", adapting them to the situation of each one. One example
is Hunter's restaurant, run by Stalin Velastegui, which modified its
order-taking process and incorporated courtesy gestures. At events
such as Mother's Day, delivery drivers, formerly waiters protected with
biosecurity uniforms, included a complimentary rose with each order
delivered. (Ortiz, 2021). As Stalin expressed, "The reception has been
good, because customers know that the person carrying their order
has not been going all over the city, but only works with us." This
type of adaptation demonstrates how establishments seek to
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maintain the trust and satisfaction of their customers through
personalized actions.
Some authors define satisfaction as a process of evaluating a product
or service experience, comparing customer expectations with the
results achieved (Westbrook, 1983, Hunt, 1977). On the other hand,
loyalty is based on how well a company delivers on its basic promises
and solves day-to-day problems, not on how spectacular its service
experience may be. Most customers don't want to be "wowed," they
want an effortless experience. And they are much more likely to
punish you for bad service than reward you for good service. (Dixon,
Toman, & DeLisi, 2013)
These two concepts, satisfaction and loyalty, are closely linked.
Customer satisfaction is a key antecedent of loyalty, since when
customers' expectations are met or exceeded, they are more likely to
develop a positive attitude towards the company and establish a
lasting relationship with it.
In this sense, companies should focus not only on offering quality
products or services that meet customer expectations (which leads to
satisfaction), but also on providing consistent service and solving
problems efficiently on a day-to-day basis (which fosters loyalty).
Methodology
This research focused on analyzing consumer behavior in relation to
delivery applications, specifically in the city of Guayaquil. For this
purpose, a descriptive and transversal methodology was used due to
the need to obtain a deep and updated understanding of the diversity
of factors that can influence purchasing decisions, preferences and
practices of consumers at a specific time. The target population were
users of different ages who use these applications.
A mixed methodology was employed, combining quantitative and
qualitative techniques. It is important to note that the closed-ended
multiple-choice questions were designed to obtain data on specific
behaviors and preferences, while the open-ended questions allow us
to capture more detailed perceptions and opinions of participants
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based on their experiences, offering a deeper insight into the
underlying factors. This mixed approach will allow not only to quantify
patterns but also to understand the reasons and contexts behind
consumer decisions.
The sample was selected through a non-probabilistic convenience
sampling of 100 respondents. This data collection was conducted
through structured online surveys.
The techniques applied in this research were the survey. The
questionnaire included multiple-choice, closed-ended questions
designed to obtain information on consumer behavior and its
relationship with delivery applications. The survey was distributed via
email and social networks to facilitate the participation of a broad
spectrum of subjects. A three-week data collection period was
established, during which respondents were encouraged to
participate.
The data collected were analyzed using statistical software, which
allowed for descriptive analyses of the multiple-choice and closed-
ended responses, as well as a qualitative analysis of the responses
elaborated. The ethical principles of confidentiality, privacy and
informed consent were respected throughout the research process.
Participants were informed of the objectives of the research and were
asked for their consent to participate voluntarily.
Results
The key aspects analyzed were to determine which delivery
applications are most used by respondents when placing orders. The
results indicate that "Pedidos Ya" is the preferred platform, closely
followed by "Uber Eats" and "Rappi". In addition, it is observed that
other alternative applications have a smaller share of the delivery
market.
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Another question analyzed was the frequency of use of delivery
applications, divided into two equal groups: those who use them
"once a week" and those who use them "occasionally". The most
common option was "several times a month" with 26.7% and 17.3%
"several times a week". No respondent uses them daily, suggesting
moderate and non-exclusive consumption.
As a next point, we analyzed that the majority prefer delivery orders
between 30 minutes and 1 hour, or less than 30 minutes, evidencing
the demand for fast and efficient delivery services. However, a
minority accepts to wait between 1 and 2 hours, prioritizing aspects
other than delivery time, such as the quality of the product or service
and the quality of the product or service.
In this question, respondents mentioned that they use these apps
because of the offers and promotions offered by these platforms.
Another key reason is to avoid the chore of cooking. Additional
influencing factors, albeit to a lesser extent, are the time savings and
convenience provided by home delivery services.
We also note that respondents have a positive tendency to give
confidence to these applications and the option of "maybe" also with
a high percentage seeing that he "is not" with a very low nature.
A large percentage (58.6%) said yes to good service, while 30%
thought it was excellent and 9.9% thought it was bad, indicating that
respondents thought the service provided was good.
Fast food is at the top of the respondents' list, followed by seafood
and diet foods. Preferences in other categories are similar to each
other, and a small group is undecided due to the wide variety of
dishes available.
The evening hours are the most popular times for our respondents to
use the applications, followed by the afternoon and as last options
morning and early morning, it can be differentiated by the fact that
the deliveries are more active from the afternoon to the evening.
Punctuality is a fundamental factor when it comes to purchase of the
respondents, followed by the cost of shipping that plays a big role
with the guarantee.
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This study highlights the significant impact of a crisis on consumer
perception and purchasing behavior, as well as the transformation in
market mentality. This change has been catalyzed by marketing and
advertising strategies that have contributed to the consolidation of a
new commercial sector. It is emphasized that this study focused on a
sample of the population of the city of Guayaquil.
There were points treated in a vague way that would be important to
develop in an exhaustive way, such as investigating the specific
strategies used by the delivery companies to promote their services
in social and other digital networks, and how these contributed to
their growth and expansion. An analysis of future trends in the
Deliverys market is also suggested, considering factors such as the
adoption of new technologies, changes in consumer habits and the
entry of new competitors, in order to evaluate in detail the
advantages, challenges and possible impacts on the Ecuadorian
market.
Conclusions
After carrying out the research process and analyzing the results
obtained, the conclusions of the study are presented in conclusion.
It is evident that PedidosYa and Rappi are the most used by the
participants, positioning themselves as leaders in the Ecuadorian
market, although a frequent use of these platforms was evidenced,
with a weekly or monthly trend, it has not become an integral part of
people's daily lives, its use remains moderate, without excesses.
The overall rating of the service provided by the applications was
rated as "good" by the participants, but there was not as high a range
of "excellent", this is due to several factors, and it is important to
identify the shortcomings and adjust the services, this represents an
area of opportunity for companies to continuously improve the user
experience.
Contemporary society experiences high levels of stress and a fast-
paced life, which increases the demand for fast and timely services,
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such as the delivery of food, products and shopping in general, an
important factor emphasized by most consumers.
The number of users of delivery applications continues to grow,
underscoring the importance of maintaining competitive offerings
and high quality service to retain users. While there is growing
popularity, there is still a considerable population that does not yet
fully trust these services, and one solution to this is to improve
transparency, quality and customer safety.
As a recommendation, it is essential that delivery companies continue
to innovate and adapt to the changing needs of consumers, offering
convenient, fast and quality options to maintain their position in the
market and build customer loyalty.
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