## 5 Discussion  
### General Interpretation of Findings  
The findings of this study provide compelling evidence of the relevance and impact of omnichannel service strategies on customer satisfaction in digitally emerging environments. Moreover, the integration of artificial intelligence (AI) technologies into omnichannel service systems could further optimize customer experiences by enabling real-time personalization, predictive analytics for logistics, and adaptive interaction strategies tailored to individual user profiles. Specifically, the results demonstrate that higher levels of perceived omnichannel quality--especially in terms of data integration and logistical coordination--are positively associated with higher levels of satisfaction, understood here as a perceptual indicator of Quality of Experience (QoE). These results are consistent with prior research in digitally mature settings, which highlights the importance of seamless service flows, personalization, and channel consistency in improving customer experience [3,7]. However, the added value of this study lies in its application of these concepts to a semi-rural, low-digital-density context, where omnichannel strategies are still nascent and infrastructural limitations persist. The observed moderate positive correlation between overall omnichannel perception and satisfaction (\(\rho\) = 0.555; \(p\) < 0.001) suggests that even in environments where technological implementation is partial or inconsistent, users are able to perceive and respond to improvements in service integration. This reinforces the idea that QoE is not purely dependent on technical sophistication but rather on how well systems respond to user needs in contextually relevant ways [32,33]. However, it is important to note that not all the dimensions showed equally strong associations. For instance, the correlation between digital payment systems and customer satisfaction (\(\rho\) = 0.234) reflects a statistically significant but modest association. This dimension should be interpreted cautiously, as it may indicate a potential rather than an established influence. Its impact is likely contingent upon broader ecosystem readiness--such as trust in mobile payments, user familiarity, and transactional transparency--rather than representing a primary driver of satisfaction at this stage. In line with the expectancy-disconfirmation paradigm, the study's results indicate that customers evaluate their satisfaction based on the alignment between service performance and their pre-existing expectations. This is particularly important in emerging markets, where expectations may vary widely depending on socioeconomic status, prior digital exposure, and peer influence [8,27]. The relatively high proportion of users reporting low or moderate satisfaction despite frequent use of the service suggests that while digital features are being adopted, they are not yet meeting the psychological and functional standards set by the users. The dimension of data integration emerged as the strongest predictor of satisfaction. This aligns with prior research showing that transparent, real-time, and centralized information systems contribute significantly to customer trust and decision-making [32]. When users perceive the service as being knowledgeable about their preferences and consistent across channels, they are more likely to experience reduced cognitive load, greater convenience, and enhanced value. In contrast, digital payment systems showed the weakest, albeit still significant, correlation. This finding reflects patterns observed in transitional economies, where cash remains dominant and digital payment adoption is uneven due to factors such as infrastructure, trust, and digital literacy [12]. Therefore, while payment flexibility is an important feature of omnichannel systems, its influence on satisfaction may be contingent upon broader ecosystem readiness.