Artificial Intelligence Applied to Assess Perceptions of the Quality of E-Commerce Logistics: Case Study of Rio de Janeiro

Sucena, Marcelo Prado; Cury, Marcus Vinicius Quintella

doi:10.15728/bbr.2021.1177.en

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Article • BBR, Braz. Bus. Rev. 21 (1) • 2024 • https://doi.org/10.15728/bbr.2021.1177.en copy

Artificial Intelligence Applied to Assess Perceptions of the Quality of E-Commerce Logistics: Case Study of Rio de Janeiro

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

The COVID-19 pandemic imposed many market changes, driven partially by new consumer needs. In the electronic commerce field, changes occurred in parallel to an upsurge in demand, directly impacting logistics service quality. Within that context, this paper seeks a way of assessing the quality of e-commerce logistics, based on end-customer perceptions at the close of the purchasing cycle. The objective is thus to develop a mathematical model based on the artificial intelligence precepts that can interpret qualitative expressions captured through a questionnaire. Such values form partial indexes and the E-Commerce Logistics Quality Index (IQLE). After processing 180 records, it was noted that three of the seven analyzed attributes scored below 5.0, denoting some concern, but also opening up opportunities for improvement and the development of marketing solutions.

Keywords:
Logistics; E-commerce; Artificial Intelligence; IQLE

Attributes	A	B	C	D	E	F	G
Trustworthiness	x	x	X	x	x	x	x
Speed					x		x
Empathy	x				x		x
Flexibility	x	x	X	x			x
Accessibility					x		x
Availability					x	x	x
Tangibility	x						x

Attributes	Equivalent Trapezes	Levels of importance (normalized)
Right Product	(5.78, 7.35, 7.96, 9.28)	0.80
Right Quantity	(5.82, 7.36, 7.92, 9.18)	0.72
Right Time	(5.27, 7.83, 7.42, 8.78)	1.00
Right Condition	(4.31, 5.35, 5.64, 7.37)	0.61
Right Customer	(5.47, 7.01, 7.58, 8.90)	0.55
Right Place	(5.62, 7.21, 7.82, 9.17)	0.50
Right Price	(3.90, 5.35, 5.84, 7.20)	0.62

Attributes	Fuzzy vectors
Right Product	$\frac{0}{E I} + \frac{0}{I N} + \frac{0}{N E} + \frac{0,56}{S A} + \frac{0}{E S}$
Right Quantity	$\frac{0}{E I} + \frac{0}{I N} + \frac{0,55}{N E} + \frac{0,22}{S A} + \frac{0}{E S}$
Right Time	$\frac{0}{E I} + \frac{0}{I N} + \frac{0}{N E} + \frac{1,00}{S A} + \frac{0}{E S}$
Right Condition	$\frac{0}{E I} + \frac{0,84}{I N} + \frac{0}{N E} + \frac{0}{S A} + \frac{0}{E S}$
Right Customer	$\frac{0}{E I} + \frac{0,52}{I N} + \frac{0}{N E} + \frac{0}{S A} + \frac{0}{E S}$
Right Place	$\frac{0}{E I} + \frac{0,62}{I N} + \frac{0}{N E} + \frac{0}{S A} + \frac{0}{E S}$
Right Price	$\frac{0}{E I} + \frac{0,78}{I N} + \frac{0}{N E} + \frac{0}{S A} + \frac{0}{E S}$

Attributes	Partial Ratings
Right product	6.12
Right quantity	5.45
Right time	7.09
Right condition	3.31
Right customer	3.96
Right place	3.76
Right price	3.44
IQLE	4.80

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[1] marcelo.sucena@fgv.br