When Everything Connects: Effects of Omnichannel Integration on Post-Purchase Behavior

Ponce-Gomez S.; Quispe-Mayta M.; Munayco-Abanto L. · Smart Innovation, Systems and Technologies (2026) · DOI: 10.1007/978-3-032-16288-5_25

Resumen

This research was conducted in the context of the growing adoption of omnichannel strategies within the retail sector of an emerging market, where consumers increasingly combine physical and digital channels in their purchasing processes. The study aimed to examine how omnichannel integration quality influences perceived value and customer satisfaction, as well as their subsequent effects on patronage intention and word-of-mouth behavior. A quantitative explanatory design was employed, based on 407 surveys of consumers aged 18 to 50 who had recently engaged in omnichannel shopping. Data were analyzed using the PLS-SEM technique. The results confirmed that the quality of omnichannel integration positively affects both perceived value and satisfaction, with perceived value identified as the strongest predictor of patronage intention and recommendation. Overall, this study enhances the understanding of omnichannel management in emerging markets and emphasizes the importance of strengthening channel coherence to improve customer experience. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

Instituciones: Universidad Peruana de Ciencias Aplicadas