Efecto del servicio digital, la seguridad y la experiencia de compra en la satisfacción del cliente del retail de belleza
DOI:
https://doi.org/10.53732/rccsociales/e701121Palabras clave:
Marketing, Digitalización, Tienda virtual, Privacidad de los datos, Consumidor, ComportamientoResumen
Este estudio analiza la interrelación entre los servicios de venta digital, la percepción de seguridad y privacidad, la experiencia de compra virtual y la satisfacción del cliente en el sector minorista de la belleza. Se empleó un enfoque de investigación cuantitativa, utilizando un diseño no experimental, transversal y correlacional-causal. La población objetivo estaba compuesta por 385 residentes del área metropolitana de Lima que compran regularmente productos de belleza a través de plataformas digitales. Se aplicó una técnica de muestreo aleatorio simple, que dio como resultado 377 respuestas, de las cuales 330 se consideraron válidas tras eliminar las entradas incompletas o incoherentes, lo que representa una tasa de respuesta efectiva del 86 %. La recopilación de datos se llevó a cabo mediante un cuestionario estructurado en línea compuesto por 25 ítems, administrado a través de Google Forms y medido utilizando una escala Likert de cinco puntos. Los datos se analizaron utilizando el software SmartPLS 4, aplicando modelos de ecuaciones estructurales (SEM) para evaluar la fiabilidad del constructo, la validez convergente y discriminante, y el poder explicativo del modelo propuesto. La originalidad del estudio radica en su contextualización dentro de un mercado emergente, donde la adopción digital presenta retos específicos. Los resultados indican que los servicios de venta digital influyen positivamente en la percepción de seguridad y en la experiencia de compra virtual, lo que repercute significativamente en la satisfacción general del cliente.
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Derechos de autor 2025 Maria Isabel Gil Medina, Julian Alberto Ybarra Poma, Shelby Hubert Ramos Serrano
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