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Impact of the Integration of Digital Channels on Customer Service in Apparel Stores

In: Management, Tourism, and Smart Technologies, Vol 2

Author

Listed:
  • Ana Álvarez-Sánchez

    (Universidad Tecnológica Indoamérica, SISAu Research Group, Facultad de Ingenierías)

  • Alexis Suárez del Villar-Labastida

    (Universidad Tecnológica Indoamérica, SISAu Research Group, Facultad de Ingenierías)

  • Daniela Alejandra Hidalgo-Potosí

    (Universidad Tecnológica Indoamérica, Facultad de Ingenierías)

Abstract

This study aims to evaluate the impact of integrating digital channels and social networks on customer service in the clothing retail sector. A descriptive and correlational design was used with a random sample of 300 consumers who had interacted with the stores through digital channels in the last six months. Data was collected using a structured questionnaire that assessed customer profile, interaction on digital channels, and customer satisfaction. Descriptive and correlational analyses were performed using statistical software, with the primary evaluation criterion being customer satisfaction, measured using a 5-point Likert scale. The results show that the integration of digital channels increases the satisfaction of very satisfied customers by 26.7%, and 40% of the surveyed consumers expressed a greater willingness to repeat purchases. The correlational analysis revealed a moderate positive relationship (r = 0.56, p

Suggested Citation

  • Ana Álvarez-Sánchez & Alexis Suárez del Villar-Labastida & Daniela Alejandra Hidalgo-Potosí, 2026. "Impact of the Integration of Digital Channels on Customer Service in Apparel Stores," Springer Proceedings in Business and Economics, in: Pedro Miguel Gaspar & José Machado & João Paulo Ramos Teixeira & José Avelino Moreira Victor & Carlo (ed.), Management, Tourism, and Smart Technologies, Vol 2, chapter 18, pages 225-233, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-24600-4_18
    DOI: 10.1007/978-3-032-24600-4_18
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