Abstract:

The global pandemic scenario, marked by the new coronavirus (covid-19), makes evident the need for companies to react in their strategy (communication, distribution and sales). In this sense, this study aims to understand the value proposition by investing in the quality of the online sales process in the food sector based on the dimensions of service quality, identifying attributes that customers recognize value. It is intended to apply a questionnaire using the WEBQUAL model to understand the perceptions of customers on the company's website. In the end, we intend to understand the importance of the quality of the digital commerce process in companies in Portugal as a blue ocean strategy. In particular, the contribution of the quality of the digital commerce process (quality of processes) in the segment of food companies in Portugal. The research methodology is exploratory. The method used is descriptive, quantitative and based on the administration of an online questionnaire that applies the WEBQUAL model. In an interdisciplinary perspective, this study presents inputs for marketing, strategy and the quality of services. At the end, lines of future research will be presented.