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Item type:Publication, Effects of channel integration on the omnichannel customer experience(Cogent OA, 2024-01-01)This paper seeks to fill existing knowledge gaps regarding the relationship between channel integration and the omnichannel customer experience using a multidimensional approach to both constructs. The study was performed among 516 retail buyers in Peru who use an omnichannel strategy. The results show that the integration of pricing and product, transaction information, and order fulfilment significantly impact the affective and cognitive experience of the omnichannel customer. Furthermore, the integration of promotion affects the relational and sensorial customer experience. Retail spaces are thus important for ensuring the consistency of promotions and advertising, not only for rational messages but for visual impressions and sensorial messages in general. The integration of the service impacts physical, relational, and affective customer experience, while the integration of access to information shows an effect on the physical and sensorial customer experience. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Understanding online repurchase intention among young Colombian consumers: A relationship-based approach(Elsevier BV, 2025-12-01)E-commerce has rapidly evolved into a dominant force in Latin American markets, reshaping how young consumers engage with digital platforms. Despite this growth, empirical models explaining repurchase intention remain limited and theoretically fragmented. This study addresses this gap by applying the Theory of Planned Behavior (TPB) to examine how customer experience, satisfaction, trust, and word of mouth (WOM) influence online repurchase intention among Colombian university students—a digitally mature yet understudied segment. Using a cross-sectional survey of 283 participants and covariance-based structural equation modeling (CB-SEM), the study tests a relational model comprising eight hypotheses. Findings confirm that satisfaction is the strongest predictor of repurchase intention and acts as a key mediator between experience, trust, and WOM. Additionally, customer experience directly shapes satisfaction and WOM, and WOM enhances trust. However, trust does not directly influence repurchase intention. The study advances theoretical understanding by refining TPB in a digital Latin American context and offers actionable insights for e-retailers aiming to strengthen loyalty through experiential and socially reinforced strategies.4 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, More than functionality: how technological perception drives price fairness and brand equity in food delivery(Emerald Publishing Limited, 2025-12-16)The technology used in the food delivery app (FDA) sector is extensively studied regarding its functionality and practicality. However, less attention is given to understanding how this technology affects consumer perceptions. This study aims to analyse, from the consumer's perspective and utilising the expectation-confirmation theory (ECT), how technology shapes their perceptions of price fairness, experiences and the influence of these factors on brand equity. Design/methodology/approach A survey with 315 respondents was applied in this study. The proposed theoretical model was evaluated using the SEMinR package in the R programming language, which is indicated for partial least squares structural equation modelling (PLS-SEM) methods. Findings The results confirm that technological perception alone explains 32.9% of the perception of FDA price fairness. This perception, combined with price fairness, explains 61.8% of the customer experience. As a result, the model explains 68.7% of brand equity. Originality/value This is the first study to analyse in an integral model the impacts of customers' technological perceptions on the FDA brand, demonstrating that it is not just about offering low-price policies, but about practicing price fairness and valuing the customer experience, as this will have a direct impact on brand equity.1