Administración Estratégica de Empresas (Dr.)

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    Effects of Channel Integration on the Omnichannel Customer Experience
    (Pontificia Universidad Católica del Perú, 2024-08-15) Balbín Buckley, José Antonio Martín; Marquina Feldman, Percy Samoel
    Despite the importance of knowing how to offer a superior, consistent, and holistic customer experience in an omnichannel setting, studies of these variables using a multidimensional approach have been few. This paper seeks to close existing knowledge gaps regarding the relationship between channel integration in an omnichannel strategy and customers’ cognitive, affective, physical, sensorial, and relational experience. The study was conducted by surveying a random sample of 516 people in Peru from an online panel. The target selection consisted of people who have made purchases in at least two of the three defined purchase channels in the last six months from companies with an omnichannel strategy. The results show that the integration of price and product, transaction information, and order fulfilment significantly impacts the omnichannel customer’s affective and cognitive experience. Additionally, promotion integration affects the customer’s relational and sensorial experience. Commercial spaces are thus important in guaranteeing the consistency of promotions and advertising—not only rational messages, but also visual and sensorial impressions in general. The integration of service impacts the customer’s physical, relational, and affective experience, while the integration of information access shows an effect on the customer’s physical and sensorial experience.