Effect of digital service, security, and shopping experience on customer satisfaction in the beauty retail sector
DOI:
https://doi.org/10.53732/rccsociales/e701121Keywords:
Marketing, Digitalization, Online store, Data privacy, Consumer, BehaviorAbstract
This study analyzes the interrelationship between digital sales services, perceived assurance and privacy, virtual shopping experience, and customer satisfaction within the beauty retail sector. A quantitative research approach was employed, utilizing a non-experimental, cross-sectional, and correlational-causal design. The target population comprised 385 residents of Metropolitan Lima who regularly purchase beauty products through digital platforms. A simple random sampling technique was applied, resulting in 377 responses, of which 330 were deemed valid after eliminating incomplete or inconsistent entries—representing an effective response rate of 86%. Data collection was conducted through a structured online questionnaire consisting of 25 items, administered via Google Forms and measured using a five-point Likert scale. The data were analyzed using SmartPLS 4 software, applying structural equation modeling (SEM) to assess construct reliability, convergent and discriminant validity, and the explanatory power of the proposed model. The originality of the study lies in its contextualization within an emerging market, where digital adoption presents specific challenges. Findings indicate that digital sales services positively influence perceived assurance and the virtual shopping experience, both of which significantly impact overall customer satisfaction.
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