Gestión de la experiencia del cliente en empresas de tipo industrial en Barranquilla
The aim of the article is to analyze the management of the client's experience in companies in the industrial sector, in order to recognize how and in what way customer-oriented marketing strategies are applied in this sector. Within this framework, the research is presented with a descriptive,...
- Autores:
-
Orozco Higuera, Tania Cari
- Tipo de recurso:
- Trabajo de grado de pregrado
- Fecha de publicación:
- 2019
- Institución:
- Corporación Universidad de la Costa
- Repositorio:
- REDICUC - Repositorio CUC
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.cuc.edu.co:11323/2306
- Acceso en línea:
- http://hdl.handle.net/11323/2306
https://repositorio.cuc.edu.co/
- Palabra clave:
- Experiencia
Cliente
Marketing
Estrategias
Industria B2B
- Rights
- openAccess
- License
- Atribución – No comercial – Compartir igual
| Summary: | The aim of the article is to analyze the management of the client's experience in companies in the industrial sector, in order to recognize how and in what way customer-oriented marketing strategies are applied in this sector. Within this framework, the research is presented with a descriptive, non-experimental, transectional and field research design, as a population of 50 companies that are related to the type of business. ,. In order to investigate the variables, a self-administered questionnaire is used as a data collection instrument. These instruments were validated through the trial of ten (7) experts. The bases of the theoretical information were privileged the articles and works of degree indexed in SCOPUS and Google Scholar (115 articles) As theoretical bases. Although the data reflect that many of the companies under study are unaware of the importance of implementing strategies based on the management of the customer experience, however, they reflect a high concern for implementing experiential-type strategies based on the experiences of the client. , for the sake of achieving assertively their commercial objectives. Regarding the objective of the study, it is concluded that the implementation of strategies for the management of the customer experience in organizations contributes to the achievement of corporate objectives through the client's motivation, and at the same time allows them to have greater economic sustainability and be more competitive in the current market. |
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