Gestión de la experiencia del cliente en las empresas de la industria metalmecánica en Barranquilla
The main objective of the study is to know the customer experience in the companies of the metalworking industry in Barranquilla, in order to explore how the concept is perceived, the pillars of the customer experience, and the orientation of the companies dedicated to metalworking activities. Thus,...
- Autores:
-
Dadul Guzmán, Luz Karime
García Mendoza, Keidy Isabel
- Tipo de recurso:
- Fecha de publicación:
- 2020
- Institución:
- Corporación Universidad de la Costa
- Repositorio:
- REDICUC - Repositorio CUC
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.cuc.edu.co:11323/7150
- Acceso en línea:
- https://hdl.handle.net/11323/7150
https://repositorio.cuc.edu.co/
- Palabra clave:
- Customer experience
Industrial marketing
Experience orientation
Experiencia del cliente
Marketing industrial
Orientación a la experiencia
- Rights
- openAccess
- License
- Attribution-NonCommercial-ShareAlike 4.0 International
| Summary: | The main objective of the study is to know the customer experience in the companies of the metalworking industry in Barranquilla, in order to explore how the concept is perceived, the pillars of the customer experience, and the orientation of the companies dedicated to metalworking activities. Thus, the research is presented with a non-experimental design, at an exploratory, transectional and field level, taking as a population a group of 38 companies that carry out industrial activities associated with metalworking. To carry out the investigation, a data collection instrument was developed that was identified as GET-MET-001 of a self-administered questionnaire type. The validation of the instruments was carried out through the judgment of seven (7) experts, the reliability through the calculation of the so-called Cronbach's Alpha generating a coefficient of 0.921. The theoretical foundation was designed considering the main referents of the variable, recovering the materials from the Scopus, Google Academic, Emerald and Dialnet databases. The results indicate that the directors of the organizations consulted are capable of recognizing the main dimensions of the concept of customer experience, they are even capable of taking actions, which, although isolated, point to the construction of positive experiences. At the same time, weaknesses are identified in some key pillars for the incorporation of orientation to experience, among which the metrics, profitable management of clients, omnicality and brand communication stand out, which, despite having no presence they are fully oriented and could drive important changes in the way experiences are built in organizations. |
|---|