Limitaciones económicas para la implementación de estrategias omnicanales en concesionarios de vehículos

This study analyzes the challenges faced by vehicle dealerships in the city of Loja, Ecuador, in implementing omnichannel strategies aimed at improving the customer experience; although these dealerships are aware of the concept of omnichannelity, existing economic and technological limitations prevent its effective adoption. The research employed a quantitative approach, applying a structured survey to 383 customers aged between 20 and 39, this was complemented by direct observation in the dealerships, the data collected were analyzed using SPSS software and interpreted through the SOR model (Stimulus-Organism-Response). The results reveal a positive disposition toward multichannel interaction; however, there are structural shortcomings that difficult the full channel integration. Finally, even though there is a favorable environment for advancing toward omnichannelity, the development of progressive strategies is essential, these strategies should include training, scalable technological investment, and redesign progress, therefore, allowing in this way a sustainable and locally contextualized transition.