Multivariate analysis of omnichannel experience and customer satisfaction in Peru's public banking sector

Chavarry-Becerra W.S.; Flores-Vilcapoma L.R.; Mariños-Alfaro J.C.; Peña-Rojas A.; Yanase-Rojas Y.; Llacza-Molina J.D.; Alikhan-Calizaya M.C.; Claros-Castellares J.H. · Decision Science Letters (2026) · DOI: 10.5267/j.dsl.2026.6.002

Resumen

The public banks in the financial services sector are in the process of transformation into a digital model and thus they need to offer an omnichannel experience that is integrated, accessible and centered to the client. The purpose of this study is to analyze the influence that the experience of omnichannel has on the satisfaction of information of clients in the public banking sector of Peru by means of a multivariate analysis. This research is quantitative, non-experimental, cross-sectional and of an explanatory type. 384 users of the services of digital banking were investigated through a questionnaire of Likert type, structured. The variables of experience of omnichannel and of satisfaction of information of clients were analyzed. By means of descriptive statistics, correlation analysis and of regression analysis of type multiple linear, the variables studied were analyzed. The results show correlation positive and high between all the dimensions of the experience of omnichannel and the satisfaction of information of clients. The proposed regression model has a high explanatory power (adjusted R-Squared = 0.8902). Among the variables analyzed, Ease of use is followed by Accessibility, Convenience, Content quality and Interface design. Customers value very much digital banking platforms that are simple, accessible, efficient and that have information of interest well organized. The results of the study support that customer satisfaction in the public banking sector of Peru depends significantly on the integrated quality of the omnichannel experience offered by public banking institutions. Thus, usability, accessibility and functional efficiency should be strategic elements in order to improve the quality of the digital services and to promote financial inclusion.

Instituciones: Universidad Tecnológica del Perú; Universidad Continental; Universidad Nacional del Centro del Perú; Universidad Nacional Intercultural de la Selva Central Juan Santos Atahualpa; Universidad Nacional Autónoma Altoandina de Tarma