The Importance of E-Commerce and Customer Relationships in Times of COVID-19 Pandemic

Abstract

A digital transformation in the world, the purchase of products, or possible services, is just a click away through e-commerce. The online consumer is increasingly knowledgeable and demanding. That’s why in online shopping it is important to maintain the good relationship between the company and the customer. This investigation aims to study the importance of the e-commerce in the context of a COVID-19 pandemic and relationship with customers. In terms of methodology, the questionnaire was used, with the sample consisting of 306 individuals who shopped online at least once. The results show that, since the quarantine of the COVID-19 pandemic, most of the individuals have started to use e-commerce more often. Data also show a positive and significant relationship between the dimensions of the e-commerce scale and the relationship with customers. It is expected that this study will contribute to the increase in the scientific knowledge of retailers, and a better identification of products purchased online, the type of actions valued by consumers, as well as the relationship of customers with the e-commerce. This knowledge can be essential for the definition and the implementation of policies and management strategies for the e-commerce platforms that enhance better organizational results.