Nowadays, a hyper-connected consumer is not satisfied with using only one channel of everything the brand offers, but rather looks for the diversity of options to make their purchase. This research seeks to analyze how the customer experience is during the purchase process developed in the omnichannel strategy of the department store. The study used qualitative research methods to data gathering and analysis. To best capture customer experience, semi-structured interview, using open-ended questioning, was suited to data gathering. The participants were 13 customers who consented to be interviewed. Recruitment of participants concluded when data saturation occurred. It was evident how the omnichannel strategy works in a synchronized and positive way in the department store, without any interruption to consolidate the purchase.
| Identifer | oai:union.ndltd.org:PERUUPC/oai:repositorioacademico.upc.edu.pe:10757/656662 |
| Date | 01 September 2020 |
| Creators | Castillo-Jiménez, Andrea, Gallardo-Echenique, Eliana |
| Publisher | Associacao Iberica de Sistemas e Tecnologias de Informacao |
| Source Sets | Universidad Peruana de Ciencias Aplicadas (UPC) |
| Language | Spanish |
| Detected Language | English |
| Type | info:eu-repo/semantics/article |
| Format | application/pdf |
| Source | RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao, 2020, E34, 119, 132 |
| Rights | info:eu-repo/semantics/openAccess, Attribution-NonCommercial-ShareAlike 4.0 International, http://creativecommons.org/licenses/by-nc-sa/4.0/ |
Page generated in 0.0023 seconds