Influencia del Branding interno en la orientación de los colaboradores hacia la experiencia del cliente en hoteles de Barranquilla

This research aims to analyze the influence of internal branding on employee orientation towards customer experience in hotels in Barranquilla. The study was carried out from a quantitative approach, from descriptive and correlational research, non-experimental, and transectional design, whose sampl...

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Autores:
Barros Arrieta, David Antonio
Tipo de recurso:
Fecha de publicación:
2021
Institución:
Corporación Universidad de la Costa
Repositorio:
REDICUC - Repositorio CUC
Idioma:
spa
OAI Identifier:
oai:repositorio.cuc.edu.co:11323/8396
Acceso en línea:
https://hdl.handle.net/11323/8396
https://repositorio.cuc.edu.co/
Palabra clave:
Internal branding
Customer experience
Brand management
Corporate brand
Branding interno
Experiencia del cliente
Gestión de marca
Marca corporativa
Rights
openAccess
License
Attribution-NonCommercial-ShareAlike 4.0 International
id RCUC2_3339fe0aa8825575f00cdf4459d8d7ab
oai_identifier_str oai:repositorio.cuc.edu.co:11323/8396
network_acronym_str RCUC2
network_name_str REDICUC - Repositorio CUC
repository_id_str
dc.title.spa.fl_str_mv Influencia del Branding interno en la orientación de los colaboradores hacia la experiencia del cliente en hoteles de Barranquilla
title Influencia del Branding interno en la orientación de los colaboradores hacia la experiencia del cliente en hoteles de Barranquilla
spellingShingle Influencia del Branding interno en la orientación de los colaboradores hacia la experiencia del cliente en hoteles de Barranquilla
Internal branding
Customer experience
Brand management
Corporate brand
Branding interno
Experiencia del cliente
Gestión de marca
Marca corporativa
title_short Influencia del Branding interno en la orientación de los colaboradores hacia la experiencia del cliente en hoteles de Barranquilla
title_full Influencia del Branding interno en la orientación de los colaboradores hacia la experiencia del cliente en hoteles de Barranquilla
title_fullStr Influencia del Branding interno en la orientación de los colaboradores hacia la experiencia del cliente en hoteles de Barranquilla
title_full_unstemmed Influencia del Branding interno en la orientación de los colaboradores hacia la experiencia del cliente en hoteles de Barranquilla
title_sort Influencia del Branding interno en la orientación de los colaboradores hacia la experiencia del cliente en hoteles de Barranquilla
dc.creator.fl_str_mv Barros Arrieta, David Antonio
dc.contributor.advisor.spa.fl_str_mv Picalúa Parra, Vivian
Navarro Manotas, Evaristo
dc.contributor.author.spa.fl_str_mv Barros Arrieta, David Antonio
dc.subject.eng.fl_str_mv Internal branding
Customer experience
Brand management
Corporate brand
topic Internal branding
Customer experience
Brand management
Corporate brand
Branding interno
Experiencia del cliente
Gestión de marca
Marca corporativa
dc.subject.spa.fl_str_mv Branding interno
Experiencia del cliente
Gestión de marca
Marca corporativa
description This research aims to analyze the influence of internal branding on employee orientation towards customer experience in hotels in Barranquilla. The study was carried out from a quantitative approach, from descriptive and correlational research, non-experimental, and transectional design, whose sample consisted of 55 employees who belong to 5 member hotels of the Asociación Hotelera y Turística de Colombia [Cotelco], Chapter Atlántico. Additionally, the study considered the administrators or managers of the participating hotels to complement some results. A survey was used to collect the information. It consisted of 35 Likert-type scale items. The collected data were processed through descriptive statistics and multiple linear regression analysis to determine the correlation between the variables. The results showed that the dimensions of internal branding (brand-centered human resource management, internal brand communications, and brand leadership) are present in the organizational dynamics of the participating hotels. Likewise, employees showed significant results in the components of emotional intelligence, cultural intelligence and hospitality experiential intelligence, which confirms that they are oriented towards the customer experience. Finally, it was established that there is a weak positive correlation between internal branding and the orientation of employees towards customer experience, where brand leadership was shown to be the most influential dimension.
publishDate 2021
dc.date.accessioned.none.fl_str_mv 2021-06-22T19:51:39Z
dc.date.available.none.fl_str_mv 2021-06-22T19:51:39Z
dc.date.issued.none.fl_str_mv 2021
dc.type.spa.fl_str_mv Trabajo de grado - Maestría
dc.type.content.spa.fl_str_mv Text
dc.type.driver.spa.fl_str_mv info:eu-repo/semantics/masterThesis
dc.type.redcol.spa.fl_str_mv http://purl.org/redcol/resource_type/TM
dc.type.version.spa.fl_str_mv info:eu-repo/semantics/acceptedVersion
status_str acceptedVersion
dc.identifier.uri.spa.fl_str_mv https://hdl.handle.net/11323/8396
dc.identifier.instname.spa.fl_str_mv Corporación Universidad de la Costa
dc.identifier.reponame.spa.fl_str_mv REDICUC - Repositorio CUC
dc.identifier.repourl.spa.fl_str_mv https://repositorio.cuc.edu.co/
url https://hdl.handle.net/11323/8396
https://repositorio.cuc.edu.co/
identifier_str_mv Corporación Universidad de la Costa
REDICUC - Repositorio CUC
dc.language.iso.none.fl_str_mv spa
language spa
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spelling Picalúa Parra, Vivianb5c296c30948e3052d247aeb083a33d6-1Navarro Manotas, Evaristoea337a6f11269f5d04700ecb53b73de8-1Barros Arrieta, David Antonio72bfbcaacc51c4b6bc24d6d9dc4d724d2021-06-22T19:51:39Z2021-06-22T19:51:39Z2021https://hdl.handle.net/11323/8396Corporación Universidad de la CostaREDICUC - Repositorio CUChttps://repositorio.cuc.edu.co/This research aims to analyze the influence of internal branding on employee orientation towards customer experience in hotels in Barranquilla. The study was carried out from a quantitative approach, from descriptive and correlational research, non-experimental, and transectional design, whose sample consisted of 55 employees who belong to 5 member hotels of the Asociación Hotelera y Turística de Colombia [Cotelco], Chapter Atlántico. Additionally, the study considered the administrators or managers of the participating hotels to complement some results. A survey was used to collect the information. It consisted of 35 Likert-type scale items. The collected data were processed through descriptive statistics and multiple linear regression analysis to determine the correlation between the variables. The results showed that the dimensions of internal branding (brand-centered human resource management, internal brand communications, and brand leadership) are present in the organizational dynamics of the participating hotels. Likewise, employees showed significant results in the components of emotional intelligence, cultural intelligence and hospitality experiential intelligence, which confirms that they are oriented towards the customer experience. Finally, it was established that there is a weak positive correlation between internal branding and the orientation of employees towards customer experience, where brand leadership was shown to be the most influential dimension.El objetivo de esta investigación fue analizar la influencia del branding interno en la orientación de los colaboradores hacia la experiencia del cliente en hoteles de Barranquilla. El estudio se llevó a cabo desde un enfoque cuantitativo, con una investigación de tipo descriptivo y correlacional, de diseño no experimental-transversal, cuya muestra estuvo constituida por 55 colaboradores que pertenecen a 5 hoteles miembros de la Asociación Hotelera y Turística de Colombia [Cotelco], Capítulo Atlántico. Adicionalmente, se tuvo en cuenta a los administradores o gerentes de los hoteles participantes con el propósito de complementar algunos resultados del estudio. La técnica de recolección de información utilizada fue la encuesta, la cual estuvo constituida por 35 ítems de escala tipo Likert. Los datos recolectados fueron procesados a través de estadística descriptiva y análisis de regresión lineal múltiple para determinar la correlación entre las variables. Los resultados de la investigación mostraron que las dimensiones del branding interno (gestión de recursos humanos centrada en la marca, comunicaciones internas de marca y liderazgo de marca) están presentes en la dinámica organizacional de los hoteles participantes. Asimismo, los colaboradores mostraron resultados significativos en los componentes inteligencia emocional, inteligencia cultural e inteligencia experiencial hotelera, lo que confirma su orientación hacia la experiencia del cliente. Finalmente, se estableció que existe una correlación positiva débil entre el branding interno y la orientación de los colaboradores hacia la experiencia del cliente, donde el liderazgo de marca se mostró como la dimensión de mayor influencia.application/pdfspaCorporación Universidad de la CostaMaestría en AdministraciónAttribution-NonCommercial-ShareAlike 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Internal brandingCustomer experienceBrand managementCorporate brandBranding internoExperiencia del clienteGestión de marcaMarca corporativaInfluencia del Branding interno en la orientación de los colaboradores hacia la experiencia del cliente en hoteles de BarranquillaTrabajo de grado - MaestríaTextinfo:eu-repo/semantics/masterThesishttp://purl.org/redcol/resource_type/TMinfo:eu-repo/semantics/acceptedVersionAlcaldía de Barranquilla. (2019). 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