Omnichannel Interactions in the B2C Environment: Channel Preferences and Segmentation
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Abstract
This study aims to analyze omnichannel interaction in commercial microenterprises in the city of Machala, Ecuador, by collecting primary and secondary data to determine the digitalization environment and transformation of consumer habits. A mixed methodological approach was used, with a non-experimental-cross-sectional design and descriptive scope, employing a questionnaire to 150 microenterprises selected through a non-probabilistic convenience sampling. The questionnaire was analyzed using techniques such as principal component analysis (PCA) and K-means. The results show a fragmented and uneven inclusion regarding digital application, allowing the identification of five main factors: digital interaction, consumer personalization and analysis, technological investment, customer experience, leadership, and change management. K-means analysis clarifies two profiles: digitally mature microenterprises characterized by a strategic focus, sustained investments in technological infrastructure, and customer orientation; and another lagging group, with minimal technological investment and limited internal training. The conclusion is that organizational leadership, investment capacity, and customer focus are key factors in consolidating an effective digital culture. Furthermore, the need to implement differentiated policies that promote closing digital divides, fostering innovative leadership, and strengthening strategic capabilities, while considering the structural limitations of local microenterprises, is highlighted.
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Andrea Claribel Idrovo-Ochoa, Universidad Técnica de Machala - Ecuador
Student of Business Administration at the Technical University of Machala. Currently, I am developing my degree work, focused on consumer segmentation according to their response to prices and promotions in the retail market. Through my academic training.
Bill Jonathan Serrano-Orellana, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0002-9101-4541
Bill Jonathan Serrano Orellana, Business Management Engineer. Master in Business Administration and PhD in Economic Analysis and Business Strategy from the University of A Coruña (Spain).
Professor at the Technical University of Machala and expert in data science applied to business management. He has experience as Warehouse Manager, Zonal Commercial Manager and Product Manager in ICESA and COMPTECO.
He combines teaching, research and consulting in the areas of strategy, economic analysis and competitiveness.
He is proficient in business intelligence tools and statistical analysis for decision making.
He has led commercial and operational teams with a focus on results.
Integrates quantitative methods and data science to solve complex business problems.
He participates in academic innovation and professional training processes.
His approach connects practical experience with academic and analytical rigor.
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