E-commerce: Home delivery, a new trend and a preferred alternative for the Moroccan mass retail distribution towards the crisis of covid-19

Abstract

The present study is a continuation of the studies that relate to e-commerce during the pandemic. Facing the globe due to Covid-19, consumers turned to e-commerce which in Morocco has witnessed a highly considerable evolution despite the pandemic. This change in Moroccan consumption habits has led to the need for large retailers to position their offer in e-commerce by suggesting home delivery as a new form of service in response to their new expectations. Objective: The article examined the reality of this new commercial formula, which was necessary to boost the market attractiveness of retail distribution during the pandemic. It allowed, above all, to identify the specific user profile of the home delivery service and to determine their level of satisfaction and their expectations towards the service provided by the brands. Material and methods: This exploratory research adopt a quantitative analysis approach through a survey. Let us note that the evaluation of our survey to collect information was done by using an online questionnaire whose reliability and validity were carefully tested. Results: The results consistently show respondents’ overall satisfaction; a majority positively perceived the level of service provided and intended to renew the experience.