Consumer choice factors in the use of delivery apps in the city of Guayaquil

Resumen

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. 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.