<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2708-0412</journal-id>
<journal-title><![CDATA[Revista científica en ciencias sociales]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. cient. cienc. soc.]]></abbrev-journal-title>
<issn>2708-0412</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Pacífico]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2708-04122025000100122</article-id>
<article-id pub-id-type="doi">10.53732/rccsociales/e701121</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Efecto del servicio digital, la seguridad y la experiencia de compra en la satisfacción del cliente del retail de belleza]]></article-title>
<article-title xml:lang="en"><![CDATA[Effect of digital service, security, and shopping experience on customer satisfaction in the beauty retail sector]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gil-Medina]]></surname>
<given-names><![CDATA[Maria Isabel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ybarra-Poma]]></surname>
<given-names><![CDATA[Julian Alberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ramos-Serrano]]></surname>
<given-names><![CDATA[Shelby Hubert]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad San Ignacio de Loyola Facultad de Ciencias Empresariales ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<volume>7</volume>
<fpage>122</fpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_arttext&amp;pid=S2708-04122025000100122&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_abstract&amp;pid=S2708-04122025000100122&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_pdf&amp;pid=S2708-04122025000100122&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Este estudio analiza la interrelación entre los servicios de venta digital, la percepción de seguridad y privacidad, la experiencia de compra virtual y la satisfacción del cliente en el sector minorista de la belleza. Se empleó un enfoque de investigación cuantitativa, utilizando un diseño no experimental, transversal y correlacional-causal. La población objetivo estaba compuesta por 385 residentes del área metropolitana de Lima que compran regularmente productos de belleza a través de plataformas digitales. Se aplicó una técnica de muestreo aleatorio simple, que dio como resultado 377 respuestas, de las cuales 330 se consideraron válidas tras eliminar las entradas incompletas o incoherentes, lo que representa una tasa de respuesta efectiva del 86 %. La recopilación de datos se llevó a cabo mediante un cuestionario estructurado en línea compuesto por 25 ítems, administrado a través de Google Forms y medido utilizando una escala Likert de cinco puntos. Los datos se analizaron utilizando el software SmartPLS 4, aplicando modelos de ecuaciones estructurales (SEM) para evaluar la fiabilidad del constructo, la validez convergente y discriminante, y el poder explicativo del modelo propuesto. La originalidad del estudio radica en su contextualización dentro de un mercado emergente, donde la adopción digital presenta retos específicos. Los resultados indican que los servicios de venta digital influyen positivamente en la percepción de seguridad y en la experiencia de compra virtual, lo que repercute significativamente en la satisfacción general del cliente.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This study analyzes the interrelationship between digital sales services, perceived assurance and privacy, virtual shopping experience, and customer satisfaction within the beauty retail sector. A quantitative research approach was employed, utilizing a non-experimental, cross-sectional, and correlational-causal design. The target population comprised 385 residents of Metropolitan Lima who regularly purchase beauty products through digital platforms. A simple random sampling technique was applied, resulting in 377 responses, of which 330 were deemed valid after eliminating incomplete or inconsistent entries-representing an effective response rate of 86%. Data collection was conducted through a structured online questionnaire consisting of 25 items, administered via Google Forms and measured using a five-point Likert scale. The data were analyzed using SmartPLS 4 software, applying structural equation modeling (SEM) to assess construct reliability, convergent and discriminant validity, and the explanatory power of the proposed model. The originality of the study lies in its contextualization within an emerging market, where digital adoption presents specific challenges. Findings indicate that digital sales services positively influence perceived assurance and the virtual shopping experience, both of which significantly impact overall customer satisfaction.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing]]></kwd>
<kwd lng="es"><![CDATA[Digitalización]]></kwd>
<kwd lng="es"><![CDATA[Tienda virtual]]></kwd>
<kwd lng="es"><![CDATA[Privacidad de los datos]]></kwd>
<kwd lng="es"><![CDATA[Consumidor]]></kwd>
<kwd lng="es"><![CDATA[Comportamiento]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[Digitalization]]></kwd>
<kwd lng="en"><![CDATA[Online store]]></kwd>
<kwd lng="en"><![CDATA[Data privacy]]></kwd>
<kwd lng="en"><![CDATA[Consumer]]></kwd>
<kwd lng="en"><![CDATA[Behavior]]></kwd>
</kwd-group>
</article-meta>
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