Markets segmentation and differentiation of reverse logistics offers

• Autor(a) principal: Silva, Clarice Mara Sousa e
• Data de Publicação: 2020
• Outros Autores: Dias, Osório Carvalho
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/16392
• topic: Segmentation; Differentiation; B2B2C; Reverse Logistics; E-commerce; Segmentação; Diferenciação; B2B2C; Logística Reversa; Comércio Eletrônico

Purpose: to present bases for market segmentation and differentiation of reverse logistics services for e-commerce, considering the B2B2C model’s characteristics.Methodology/approach: applied, documented and qualitative research. Data were collected from e-commerce, logistic operators and final consumers, through information obtained on the websites of the surveyed companies and on the website Reclame aqui. Data analysis were carried out first through Content Analysis and then through Cluster Analysis.Results: Capillarity, Varied Deadlines, Full Service, Flexibility and Information attributes are considered the basis for executing market segmentation strategies and differentiation of reverse logistics offers for e-commerce. The Information, Flexibility and Full Service attributes presented a greater/higher volume of reasons for complaints among end consumers.Theoretical/Methodological Contributions: the bases for the segmentation of reverse logistics market, when reasoned on benefits established not only in B2B relationships, but also with the final consumer - B2B2C, suggest that the conceptual approach of B2B2C segmentation finds evidence in the logistical business environment.Originality/Relevance: the study presents singular evidence regarding the conceptual approach to B2B2C segmentation in the Brazilian e-commerce market, where traditionally studies have focused on only one side of the chain (B2B or B2C), not making connections in the extended relationship chain (B2B2C).Social/Management contributions: Capillarity, Varied Deadlines, Full Service, Flexibility and Information attributes collaborate with expanding the scope of market segmentation strategies and differentiating offers from B2B to B2B2C.