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URI permanente para esta comunidadhttp://54.81.141.168/handle/123456789/7314
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Ítem Texto completo enlazado 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 SamoelDespite 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.Ítem Texto completo enlazado Direct and indirect effect of last mile logistics performance on user intention of crowdsourced delivery services(Pontificia Universidad Católica del Perú, 2022-12-14) Guerra Regalado, Wilson Fernando; Guevara Moncada, RubénLa literatura sobre logística colaborativa" (CSL) y logística de última milla hasta ahora se ha centrado principalmente en la percepción de los consumidores como "co-creadores. Sin embargo, hay una brecha en la literatura sobre la percepción de los consumidores como destinatarios de esta logística. El propósito de esta investigación fue analizar el efecto directo del Rendimiento Logístico de Última Milla (LMLP), sobre la Intención de Usuario (UI) del usuario final de las plataformas de entrega colaborativas, e indirecto a través de la Confianza Percibida (PT) y la Expectativa de Desempeño (PE ). La metodología aplicada consta de 721 encuestas, recolectadas a través de un instrumento validado. Para el análisis se aplicó un Modelo de Ecuaciones Estructurales (SEM), por mínimos cuadrados parciales. El modelo seleccionado presentó Índices de Ajuste fuertes (CFI=0.976; TLI=0.970; RMSEA; = 0.044; SRMR=0.025). No hay efecto directo de LMLP y PT sobre UI (p = 0,175, 0,054), pero sí existen relaciones indirectas. La conclusión es que LMLP y PT son considerados por los usuarios finales de los servicios de entrega colaborativos como parte del desempeño de la empresa en su conjunto al momento de decidir utilizar estas plataformas. Para futuras investigaciones, se recomienda primero, investigar factores asociados a la cultura; segundo, estratificar los resultados para evaluar diferencias entre grupos de edad; tercero, estudiar factores internos que pueden afectar la intención de uso de estas plataformas, como la experiencia del usuario, la facilidad de uso, el control percibido, que no fueron considerados; cuarto, realizar una investigación que contemple las diferencias de marca.Ítem Texto completo enlazado Drivers of the sharing economy that affect consumers’ usage behavior: Moderation of perceived risk(Pontificia Universidad Católica del Perú, 2022-12-14) Anaya López, Óscar Antonio; De La Vega Hernandez, Ivan ManuelIn the access to peer-to-peer sharing of goods and services through a technology platform, which is known as the sharing economy, there is no consensus on the factors that motivate consumers. This study aimed to investigate the moderating effect of perceived risk on consumers’ participation in the sharing economy in a developing country. Following a quantitative approach, a survey was conducted among 400 consumers in the Metropolitan Zone of Puebla City, Mexico. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data. Economic benefits, enjoyment, and trust drove the usage behavior of consumers in the sharing economy. In addition, perceived risk significantly moderated the relationships that usage behavior has with the economic benefits and the feeling of the community. As predicted by social exchange theory, the consumers made choices based on a subjective cost–benefit analysis, showing flexibility in the type and amount of rewards. This study contributes to knowledge about customer behavior in the context of the sharing economy.