Enhancing Customer Quality of Experience Through Omnichannel Digital Strategies: Evidence from a Service Environment in an Emerging Context

The proliferation of digital platforms and interactive technologies has transformed the way service providers engage with their customers, particularly in emerging economies, where digital inclusion is an ongoing process. This study explores the relationship between omnichannel strategies and customer satisfaction, conceptualized here as a proxy for Quality of Experience (QoE), within a smart service station located in a digitally underserved region. Grounded in customer journey theory and the expectancy–disconfirmation paradigm, the study investigates how data integration, digital payment systems, and logistical flexibility—key components of intelligent e-service systems—influence user perceptions and satisfaction. Based on a correlational design with a non-probabilistic sample of 108 customers, the findings reveal a moderate association between overall omnichannel integration and satisfaction (ρ = 0.555, p < 0.01). However, a multiple regression analysis indicates that no individual dimension significantly predicts satisfaction (adjusted R2 = 0.002). These results suggest that while users value system integration and interaction flexibility, no single technical feature drives satisfaction independently. The study contributes to the growing field of intelligent human-centric service systems by contextualizing QoE and digital inclusion within emerging markets and by emphasizing the importance of perceptual factors in ICT-enabled environments.