Conference Agenda

Abstract– The objective of this study was to determine the influence of service excellence on customer loyalty (and its dimensions trust or empathy, reliability, responsibility, responsiveness and tangibility) in a grocery store in Comas, 2025. Research with quantitative approach, applied type, with explanatory and descriptive level, non- experimental design and cross-sectional. The population was finite, consisting of 120 customers of the store studied. Its sample amounted to 92 customers. The technique applied was the virtual survey. The instrument consisted of 20 items, which was validated quantitatively, endorsed by 3 expert judges. Reliability was very high for both variables (α = 0.909 and 0.956). Results were obtained from normality tests, general descriptive statistics and also by items, as well as inferential statistics. It was concluded that determining the influence of service excellence on customer loyalty in a grocery store in Comas, 2025, as well as its dimensions (sig. = 0.000; r² = 0.751).

Abstract – The implementation of UI/UX design in e-commerce platforms has become a key strategic element, yet it poses challenges. This study aimed to analyze UI/UX design to optimize user experience in e-commerce web interfaces through a systematic literature review. The PRISMA methodology guided the selection process, and the PICO strategy structured the research questions. Based on defined criteria, 22 open-access articles were selected from Scopus, ScienceDirect, and Web of Science. Findings revealed that UI/UX design decisively influences navigation, accessibility, personalization, and visual design—elements critical to usability and user satisfaction. Nonetheless, barriers such as lack of cultural adaptability and high cognitive load in complex processes persist. To address these, studies used evaluation techniques like user simulations, surveys, and biometric tools (eye-tracking, EEG) for precise user interaction analysis. These methods were applied across varied sectors—marketplaces, online banking, tourism, and specialized retail—under diverse functional and cultural contexts. The study concluded that UI/UX principles can enhance user experience and commercial outcomes, but their implementation must be tailored to specific industries and user profiles. Future research should validate real-time performance metrics and develop strategic, user-centered guidelines to strengthen accessibility and personalization in e-commerce interfaces.

Heating, Ventilation, and Air Conditioning (HVAC) systems are essential for ensuring both the habitability of buildings and regulatory compliance within the construction industry in Peru. These parameters are crucial to guarantee the efficient removal of indoor pollutants and the proper intake of outdoor air, directly impacting the health, comfort, and safety of occupants. In this context, efficient management of HVAC equipment becomes critical. This paper presents a case study of a Peruvian SME specializing in ventilation systems, which faces operational challenges in its warehouse—such as obstructed aisles, disorganized storage, equipment damage from poor handling, and untracked product loans. All of which contribute to a low OTIF performance compared to industry standards. To validate the model impact, the real and improved warehouse processes were simulated using Flexsim, as software with specialized tools for simulating operator routes during the picking process, and Arena software to simulate the results obtained from the tools used in combination. Results indicate a 10% increase in OTIF performance and reductions in 5.09 minutes on picking times and space obstructions. These findings highlight how tailored Lean interventions, supported by discrete-event simulation, can strengthen performance and traceability in HVAC distribution SMEs, offering practical guidance for similar contexts in emerging economies.

This article analyzes the influence of experiential marketing on consumer behavior in hardware stores in the city of Chiclayo. Using a quantitative approach and a causal correlational design, five dimensions of experiential marketing were eva luated— sensory, emotional, cognitive, behavioral, and relational—in relation to the components of consumer behavior. The results show a positive and significant correlation between both variables, with the sensory dimension showing the greatest impact. The stud y concludes that generating meaningful experiences directly influences perception, purchase decisions, and customer loyalty. Moreover, it highlights that experiential strategies strengthen brand connection and generate sustainable competitive advantages. This research provi des relevant evidence on the importance of designing comprehensive experiences at the point of sale, especially in traditional sectors such as hardware retail, where emotional connection with the consumer represents a key differentiating factor.

The bottled water industry performs a crucial role in preventing waterborne diseases and ensuring the overall well-being of people worldwide. Unfortunately, low efficiency remains a significant challenge within the industry, which could jeopardize the ability to meet current demand. Therefore, this study is important as it proposes an improvement in operational efficiency through a conceptual model. This model begins by preventing defective materials from entering the process, then increases the capacity of the bottleneck, and finally reduces defective in-process products during transport. This model includes standard operating procedures, 5S and SLP tools and achieved a significant reduction of 82.14% in unproductive time and a 46.61% reduction in the number of defective bottles. These changes primarily improved efficiency by 8,8%. Initial results were obtained through pilot tests, which were projected to provide a comprehensive solution for the system in Arena simulator. Finally, the economic impact was evaluated using RISK simulator, which confirmed the profitability of the improvements, with a positive Net Present Value ranging from 1.13 US$ to 1.94 US$.

The objective of this study was to analyze the relationship between digital advertising and consumer buying behavior in the company NussaBella S.A.C., located in Lima Metropolitana during 2024. The research followed a quantitative approach, applied type, with a non-experimental and cross-sectional design. The sample consisted of 100 clients over 18 years old, residing in Lima Metropolitana, who made at least one purchase influenced by the brand’s digital advertising. Surveys were used as the data collection technique, and a questionnaire validated by expert judgment was applied. The results showed a weak and non-significant positive correlation between both variables (Rho = 0.163; p = 0.106). However, significant correlations were found between specific dimensions, suggesting that certain aspects of digital advertising influence stages of the buying process. It is concluded that optimizing such strategies may contribute to enhancing intelligent consumption in digital environments.