Diginomics (Journal)
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“The journey towards omnichannel retailing”: Lozada Travel
No full textIn this work, the undersigned, will present the necessary guidelines to reposition the company Lozada Viajes, in the On Line channel, through omnichannel. Lozada Viajes managed a multi-channel offline business model, which allowed the company to achieve success in said channel. At present, this model has become completely obsolete. Starting from a deep internal and external analysis, a plan is proposed to reposition the company, through the perception, remembrance and association of the brand that allows it to obtain a better perception of it. All this, accompanied by the re-linking with certain key attributes, which currently have a significant value given the growing online trend in the sector. For this reason, a unification of the Off and On Line channels is proposed to achieve the expected results and thus achieve omnichannel, which is detailed in the final conclusions
Multiplatform system for hotel reservations: design, evaluation, and implementation
No full textIntroduction.It was identified that reservation management in the hotel sector depended on multiple devices and lacked a centralized system, which led to lost reservations, inconsistencies in availability, and a fragmented user experience. Given this scenario, the objective was to design and implement a multi-platform, web-centric, and responsive solution that would guarantee consistent access from any device and improve operational efficiency.Development.A three-layer architecture (presentation, business logic, and data) was modeled, and technological alternatives were evaluated using weighted criteria (time, process stages, efficiency, cost, and impact). The analysis determined PHP as the backend option due to its speed and cost-efficiency; HTML/CSS/JavaScript was integrated into the frontend to ensure accessibility and maintainability; and MySQL was selected for the data layer due to its robustness and scalability. XAMPP was used to speed up iterations and local testing. The solution was developed with a responsive interface, cross-browser compatibility, real-time availability updates, and operation traceability, incorporating basic security controls and good design practices.Conclusion.The implementation of the unified system allowed reservations to be made from any device with a browser, reduced friction and abandonment, increased the conversion rate, and mitigated overselling errors. Staff managed inventory and reservations with greater agility, having consistent data available for decision-making. As future work, it was recommended to integrate PMS and channel manager via API to synchronize OTAs, strengthen security, and establish performance and accessibility metrics (WCAG), consolidating a scalable technological base to maintain competitive advantages
Application of data mining as a strategic tool in knowledge management
No full textIntroduction: The study analyzed the importance of data mining as a fundamental tool for transforming large volumes of information into knowledge applicable to business and academic decision making. This discipline allowed the discovery of hidden patterns and significant relationships between variables, facilitating the prediction of behaviors and the optimization of strategic processes.Development: During the research, several studies were reviewed that evidenced the effectiveness of data mining techniques in different contexts. Sposito (2008) and Pautsch (2008) applied decision trees and classification methods in Argentinean institutions, managing to identify determining factors in student dropout. Domínguez González (2008) integrated fuzzy logic and data mining to predict school dropout in Mexico, demonstrating the usefulness of the hybrid approach. Likewise, Altamiranda et al. (2013) highlighted its application in the business environment, where data mining made it possible to segment customers, personalize strategies and improve organizational competitiveness. In the particular case of Telefónica del Perú, tools such as Weka, SQL Server and SPSS were used, confirming that technological integration strengthens management and analysis processes.Conclusions: The research concluded that data mining significantly improved decision making in the customer management area of Telefónica del Perú, Tarapoto zone. It was proven that its implementation allowed automating the analysis, reducing errors and generating accurate information for strategic decisions. Consequently, the hypothesis that data mining tools have a positive impact on organizational efficiency and foster a culture based on knowledge and innovation was validated
Proposal for the recovery of the overdue portfolio of the Southern Adventist Educational Unit
No full textIntroduction: nonperforming loans constitute one of the main financial challenges facing private educational institutions, directly impacting their liquidity, sustainability, and operational capacity.
Objective: to determine the characteristics of the nonperforming loans at the Southern Adventist Educational Unit.
Method: an observational, descriptive, and cross-sectional study was conducted. The study population consisted of 172 parents and/or financial representatives of UEPAS. The sample consisted of 106 of the 172 financial representatives. Non-probability convenience sampling was used. Interviews and observation were used to obtain internal data.
Results: 13.2 % of the financial representatives surveyed acknowledged paying their obligations two, three, or more months late; 83.9 % signed the aforementioned contract, which includes the pension and payment terms, consciously; 51 % of respondents would not consider using public educational services; 43.4 % believe the monthly cost of the educational service is adequate; 51.9 % are aware of the institution\u27s debt collection process; and 39.6 % claim not to have received any communication from the institution regarding payment delays.
Conclusions: strengthening financial literacy, accounting transparency, and institutional empathy are the pillars of effective recovery of non-performing loans
Impact of E-Commerce on Business Competitiveness and Customer Satisfaction
No full textIntroduction:
The study analyzed how e-commerce transformed business models at the global, regional, and national levels, driven by globalization, the internet, and recent socioeconomic changes.
It highlighted that, during 2020, e-commerce grew significantly in all regions, with Latin America being one of the most dynamic, and that in Peru the sector experienced a notable increase, with 55% growth compared to the previous year.
Development:
International, national, and local research was reviewed, demonstrating the positive relationship between e-commerce and variables such as customer satisfaction, profitability, and business performance. Among the findings, it was evident that the proper adoption of e-commerce offered positive experiences for consumers and strategic benefits for businesses.
The theoretical framework addressed e-commerce concepts, advantages and disadvantages, business models, and the agile SCRUM methodology, along with key dimensions such as content, virtual store design, and purchase security. Factors associated with purchase satisfaction, such as product search, promotion, and the purchase process, were also included.
Conclusion:
E-commerce has established itself as a strategic tool for increasing business competitiveness, improving customer experience, and expanding market reach. In Peru, its expansion represented an opportunity for innovation, although challenges related to security, logistics, and differentiation persisted. The application of methodologies such as SCRUM and the efficient management of e-commerce dimensions were presented as keys to sustainable growth
Application and impact of artificial intelligence in external auditing processes
No full textIn this work, the research problem was based on the variability of the implementation of artificial intelligence among accounting professionals. A comprehensive evaluation was carried out on the adoption of artificial intelligence technologies in external auditing and the reasons that motivate or prevent their use by professionals. The research design was exploratory, descriptive, and cross-sectional. A mixed approach was used, designed through an interview with an external auditor and a survey of 22 accounting professionals. The most important findings were that of all the professionals involved in the study, none received any training on artificial intelligence, only a small percentage applied it, and all agreed that they function as support tools and speed up routine tasks, although they are wary of their use. It was concluded that the use of artificial intelligence tools is efficient for improving repetitive procedures and tasks, which would give greater precision in the results. It was also recommended to invest intraining that would enable good management of this type of technology and thus improve technical and tactical skills and make decision-making more efficient
E-commerce and its relationship with customer satisfaction among Mishky Cacao association customers
No full textThe objective of this research was to analyze the relationship between e-commerce and the purchase satisfaction of the clients of the Mishky Cacao association in Chazuta during the year 2022. It corresponds to an applied type study, quantitative approach, deductive method, relational application level and experimental design. The population and sample consisted of 385 clients of the association. The survey was applied and the questionnaire was used for data collection. The results showed that the e-commerce platform is efficient from the perception of 66.2% of customers. Likewise, the majority of customers had a high level of purchase satisfaction (71.4%) through the e-commerce platform. Content, design and security are key factors in the e-commerce platform for customer satisfaction, statistically demonstrated with Spearman\u27s Rho correlation coefficient equal to 0.668; 0.697; and 0.669. It was concluded that e-commerce is significantly related to customer purchase satisfaction, as expressed statistically using the Spearman Rho correlation test with a coefficient equal to 0.688 and a p value less than the significance level (0.000 < 0.05)
Millennials: between hyperconnectivity and e-commerce
No full textIntroduction
The article addressed the characteristics of the millennial generation in relation to their digital consumption habits. It highlighted that this generation grew up in an environment marked by technology and that social media, mobile devices, and e-commerce were an essential part of their lifestyle. The studies cited showed how trust in recommendations from family, friends, and influencers played a decisive role in their purchasing decisions, as well as the influence of digital advertising and the role of platforms such as YouTube, Instagram, and Facebook.
Development
It was explained that millennials transformed the way they shop, prioritizing online shopping over physical shopping due to convenience, accessibility, and the ability to compare prices. The analysis showed that they preferred to use mobile phones to find information and make purchases, with a particular interest in products such as clothing, electronics, and personal care. The relevance of the purchasing process or customer journey was also highlighted, as well as the sales funnel, in which attraction, interaction, conversion, and loyalty became crucial phases for companies. Likewise, the importance of customer experience, personalization, and brand commitment to sustainability were pointed out as differentiating factors in this generation\u27s loyalty.
Conclusion
The study concluded that millennials redefined digital consumption and marketing by becoming the most influential segment of e-commerce. Their behavior, marked by hyperconnectivity and the search for positive experiences, forced companies to adapt with innovative strategies that combined technology, personalization, and sustainability. In this way, it became clear that this generation not only led the shift toward e-commerce, but also shaped a new paradigm in the relationship between consumers and brands
Millennials and their behavior when buying clothing online
No full textIn the following research, the behavior of millennials in online clothing purchases was analyzed, specifically in the city of Córdoba, Argentina. The study investigated the experiences and preferences of this generation in order to provide small and established businesses with a vision of how to formulate a strategy that can captivate this large group of consumers. The research began with an exploratory investigation, conducting focus groups and interviews with owners of small and medium-sized enterprises (SMEs) and companies whose primary consumer is the millennial. Five individuals from this generation participated in the focus groups. And in the second part, a descriptive research was conducted, surveying a total of 385 millennials in the city of Córdoba
Challenges in Access to Financial Credit for Women Micro-Entrepreneurs in Ecuador
No full textIntroduction: Access to financial credit is key for the survival of microenterprises, but global gender gaps persist, disproportionately affecting women entrepreneurs. In Ecuador, multiple social, institutional, and economic barriers limit this access for women leading microenterprises.Objective: To determine the main challenges faced by women micro-entrepreneurs in accessing financial credit in Ecuador, 2024.Methods: A quantitative, non-experimental, cross-sectional study was conducted. 153 women micro-entrepreneurs participated, selected through non-probabilistic quota sampling. A structured online questionnaire was applied, with high internal consistency (Cronbach\u27s Alpha: 0.947).Results: 50.98% of participants were between 30-49 years old. 50.33% resided in Santo Domingo. 49.67% reported secondary education and 67.32% (n=103) reported monthly incomes below $1,000. 46.41% of the businesses had been operating for 1-2 years and 60.78% had previously applied for credit. Regarding the dimensions, for "Cultural and social barriers," the most frequent response was "Sometimes agree" (35.9%). For "Financial and institutional factors," disagreement (23.5%) and "Totally disagree" (22.9%) predominated. For "Business capacity and preparation" (29.4% "Agree") and "Personal experiences and expectations" (26.1% "Totally agree"), positive assessments predominated.Conclusions: The main barriers are a combination of social norms and gender biases, poorly adapted institutional requirements, and limitations in business management capacities