A experiência do cliente (CX) no ambiente digital e omnichannel: quantificação do impacto da integração na intenção de recompra

Abstract

Contemporary retail faces the challenge of integrating multiple touchpoints into a single customer journey. This study analyzes how Omnichannel Integration (OI) influences Customer Experience (CX) and Repurchase Intention (RI). A quantitative survey was conducted with 100 respondents, and the data were analyzed using descriptive statistics and regression analysis. The results indicate that, although technical integration (OI) is perceived at a moderate level (μ = 3.34), it represents an essential antecedent of CX (μ = 3.43), which in turn explains 42.8% of the variance in Repurchase Intention (μ = 3.87). It is concluded that omnichannel technology only generates customer loyalty when it is translated into reduced effort and perceived fluidity in the consumer experience.