Enhancing Customer Quality of Experience Through Omnichannel Digital Strategies: Evidence from a Service Environment in an Emerging Context

Fabricio Miguel Moreno-Menéndez, Victoriano Eusebio Zacarías-Rodríguez, Sara Ricardina Zacarías-Vallejos, Vicente González-Prida (), Pedro Emil Torres-Quillatupa, Hilario Romero-Girón, José Francisco Vía y Rada-Vittes and Luis Ángel Huaynate-Espejo
Additional contact information
Fabricio Miguel Moreno-Menéndez: Faculty of Administrative and Accounting Sciences, Peruvian University of Los Andes, Huancayo 12000, Peru
Victoriano Eusebio Zacarías-Rodríguez: Faculty of Administration, National University of the Center of Peru, Huancayo 12006, Peru
Sara Ricardina Zacarías-Vallejos: Faculty of Business Science, Universidad Continental, Los Olivos 15306, Peru
Vicente González-Prida: Department of Industrial Management I, University of Seville, 41092 Seville, Spain
Pedro Emil Torres-Quillatupa: Faculty of Administrative and Accounting Sciences, Peruvian University of Los Andes, Huancayo 12000, Peru
Hilario Romero-Girón: Faculty of Law and Political Sciences, Peruvian University of Los Andes, Huancayo 12000, Peru
José Francisco Vía y Rada-Vittes: Professional School of Psychology, Peruvian University of Los Andes, Huancayo 12000, Peru
Luis Ángel Huaynate-Espejo: Professional School of Psychology, Peruvian University of Los Andes, Huancayo 12000, Peru

Future Internet, 2025, vol. 17, issue 6, 1-26

Abstract: The proliferation of digital platforms and interactive technologies has transformed the way service providers engage with their customers, particularly in emerging economies, where digital inclusion is an ongoing process. This study explores the relationship between omnichannel strategies and customer satisfaction, conceptualized here as a proxy for Quality of Experience (QoE), within a smart service station located in a digitally underserved region. Grounded in customer journey theory and the expectancy–disconfirmation paradigm, the study investigates how data integration, digital payment systems, and logistical flexibility—key components of intelligent e-service systems—influence user perceptions and satisfaction. Based on a correlational design with a non-probabilistic sample of 108 customers, the findings reveal a moderate association between overall omnichannel integration and satisfaction (ρ = 0.555, p < 0.01). However, a multiple regression analysis indicates that no individual dimension significantly predicts satisfaction (adjusted R 2 = 0.002). These results suggest that while users value system integration and interaction flexibility, no single technical feature drives satisfaction independently. The study contributes to the growing field of intelligent human-centric service systems by contextualizing QoE and digital inclusion within emerging markets and by emphasizing the importance of perceptual factors in ICT-enabled environments.

Keywords: omnichannel systems; Quality of Experience (QoE); intelligent e-services; digital inclusion; human-centered AI; customer satisfaction; emerging markets (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/1999-5903/17/6/240/pdf (application/pdf)
https://www.mdpi.com/1999-5903/17/6/240/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jftint:v:17:y:2025:i:6:p:240-:d:1667816

Access Statistics for this article

Future Internet is currently edited by Ms. Grace You

More articles in Future Internet from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().