## 3 Methodology
### Validation and Statistical Approach  
To ensure the reliability and validity of the data collection instruments, both questionnaires--the Omnichannel Service Questionnaire and the Customer Satisfaction Questionnaire--underwent a two-step validation process: expert review for content validity and internal consistency analysis using [PERSON]'s alpha. Content validity was established through the evaluation of three independent subject-matter experts, each holding advanced degrees in business administration and with prior experience in quantitative research design. The experts were asked to assess each questionnaire item based on its clarity, relevance, and theoretical alignment. Minor modifications were made based on their feedback to improve their semantic precision and to eliminate ambiguity, particularly in items involving perceptions of service personalization and value. Following the content validation process, a pilot test was conducted with 15 participants who met the study's inclusion criteria. These pilot responses were not included in the final analysis but served to test the functionality of the questionnaire and to identify potential comprehension issues. To clarify, the Cronbach's alpha values reported were computed based on the pilot sample of 15 respondents, which was performed solely for instrument reliability testing prior to full data collection. All subsequent analyses, including correlation coefficients and inferential tests, were conducted using a consistent sample of 108 participants. The sample size remained stable throughout the entire analysis, ensuring the validity and comparability of the statistical outputs. This approach complies with best practices in instrument validation and avoids inconsistencies due to fluctuating sample bases. No substantial changes were necessary following the pilot phase, which confirmed the instruments' appropriateness for the main data collection process. To assess the internal consistency reliability, [PERSON]'s alpha coefficients were calculated for each questionnaire using the pilot data. The results were as follows:  
* Omnichannel Service Questionnaire (12 items): \(\alpha\) = 0.813
* Customer Satisfaction Questionnaire (8 items): \(\alpha\) = 0.842  
Both values are well above the commonly accepted threshold of 0.70, indicating that the instruments possess high internal consistency and that the items within each scale are reliably measuring the same underlying construct [44]. Given the ordinal nature of the data obtained from the Likert-scale questionnaires and the results of normality testing, the study employed [PERSON]'s rank-order correlation coefficient (rho) as the primary statistical tool for inferential analysis. This non-parametric technique is widely used to assess the strength and direction of monotonic relationships between two continuous or ordinal variables when the assumptions of parametric methods, such as [PERSON]'s correlation, are not met [45]. Prior to selecting the appropriate statistical test, the Kolmogorov-Smirnov test for normality was conducted on the main variables: omnichannel service perception and customer satisfaction. Both variables yielded \(p\)-values \(<\) 0.001, indicating significant deviations from a normal distribution and confirm ing the need for a non-parametric analytical method. This justified the use of [PERSON]'s correlation to explore the associations between the following:  
* Overall omnichannel strategy and customer satisfaction,
* Each of the three omnichannel dimensions (data, payment, logistics) and satisfaction scores. The Spearman rho coefficient (\(\rho\)) ranges from \(-1.0\) to \(+1.0\), where values closer to \(\pm 1.0\) indicate stronger correlations. A positive value suggests that higher levels of perceived omnichannel service quality are associated with greater customer satisfaction, whereas a negative value would suggest an inverse relationship.