Propuesta metodológica de la visión holística de la experiencia para la construcción de un mapa de viaje del cliente: una aplicación en las aerolíneas de bajo costo en Colombia
ilustraciones, diagramas
- Autores:
-
Lagos Piñeros, Carlos Alberto
- Tipo de recurso:
- Fecha de publicación:
- 2023
- Institución:
- Universidad Nacional de Colombia
- Repositorio:
- Universidad Nacional de Colombia
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.unal.edu.co:unal/85268
- Palabra clave:
- 380 - Comercio , comunicaciones, transporte::387 - Transporte acuático , aéreo, espacial
M31 Marketing
L93 Air Transportation
Experiencia holística
Mapa de viaje del cliente
Aerolíneas de bajo costo
Industria aérea
Aviación
Bajo costo
Holistic experience
Customer journey map
Low-Cost airlines
Airline industry
Aviation
Low cost
User experience
Experiencia de usuario
- Rights
- openAccess
- License
- Atribución-NoComercial-CompartirIgual 4.0 Internacional
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| dc.title.spa.fl_str_mv |
Propuesta metodológica de la visión holística de la experiencia para la construcción de un mapa de viaje del cliente: una aplicación en las aerolíneas de bajo costo en Colombia |
| dc.title.translated.eng.fl_str_mv |
Methodological proposal of holistic experience vision for the construction of a customer journey map: an application in Colombian low-cost airlines |
| title |
Propuesta metodológica de la visión holística de la experiencia para la construcción de un mapa de viaje del cliente: una aplicación en las aerolíneas de bajo costo en Colombia |
| spellingShingle |
Propuesta metodológica de la visión holística de la experiencia para la construcción de un mapa de viaje del cliente: una aplicación en las aerolíneas de bajo costo en Colombia 380 - Comercio , comunicaciones, transporte::387 - Transporte acuático , aéreo, espacial M31 Marketing L93 Air Transportation Experiencia holística Mapa de viaje del cliente Aerolíneas de bajo costo Industria aérea Aviación Bajo costo Holistic experience Customer journey map Low-Cost airlines Airline industry Aviation Low cost User experience Experiencia de usuario |
| title_short |
Propuesta metodológica de la visión holística de la experiencia para la construcción de un mapa de viaje del cliente: una aplicación en las aerolíneas de bajo costo en Colombia |
| title_full |
Propuesta metodológica de la visión holística de la experiencia para la construcción de un mapa de viaje del cliente: una aplicación en las aerolíneas de bajo costo en Colombia |
| title_fullStr |
Propuesta metodológica de la visión holística de la experiencia para la construcción de un mapa de viaje del cliente: una aplicación en las aerolíneas de bajo costo en Colombia |
| title_full_unstemmed |
Propuesta metodológica de la visión holística de la experiencia para la construcción de un mapa de viaje del cliente: una aplicación en las aerolíneas de bajo costo en Colombia |
| title_sort |
Propuesta metodológica de la visión holística de la experiencia para la construcción de un mapa de viaje del cliente: una aplicación en las aerolíneas de bajo costo en Colombia |
| dc.creator.fl_str_mv |
Lagos Piñeros, Carlos Alberto |
| dc.contributor.advisor.none.fl_str_mv |
Rojas Berrio, Sandra Patricia |
| dc.contributor.author.none.fl_str_mv |
Lagos Piñeros, Carlos Alberto |
| dc.contributor.researchgroup.spa.fl_str_mv |
Management And Marketing (M&M) |
| dc.subject.ddc.spa.fl_str_mv |
380 - Comercio , comunicaciones, transporte::387 - Transporte acuático , aéreo, espacial |
| topic |
380 - Comercio , comunicaciones, transporte::387 - Transporte acuático , aéreo, espacial M31 Marketing L93 Air Transportation Experiencia holística Mapa de viaje del cliente Aerolíneas de bajo costo Industria aérea Aviación Bajo costo Holistic experience Customer journey map Low-Cost airlines Airline industry Aviation Low cost User experience Experiencia de usuario |
| dc.subject.jel.eng.fl_str_mv |
M31 Marketing L93 Air Transportation |
| dc.subject.proposal.spa.fl_str_mv |
Experiencia holística Mapa de viaje del cliente Aerolíneas de bajo costo Industria aérea Aviación Bajo costo |
| dc.subject.proposal.eng.fl_str_mv |
Holistic experience Customer journey map Low-Cost airlines Airline industry Aviation Low cost |
| dc.subject.wikidata.eng.fl_str_mv |
User experience |
| dc.subject.wikidata.spa.fl_str_mv |
Experiencia de usuario |
| description |
ilustraciones, diagramas |
| publishDate |
2023 |
| dc.date.issued.none.fl_str_mv |
2023 |
| dc.date.accessioned.none.fl_str_mv |
2024-01-15T14:53:37Z |
| dc.date.available.none.fl_str_mv |
2024-01-15T14:53:37Z |
| dc.type.spa.fl_str_mv |
Trabajo de grado - Maestría |
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info:eu-repo/semantics/masterThesis |
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info:eu-repo/semantics/acceptedVersion |
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Text |
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http://purl.org/redcol/resource_type/TM |
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acceptedVersion |
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https://repositorio.unal.edu.co/handle/unal/85268 |
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Universidad Nacional de Colombia |
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Repositorio Institucional Universidad Nacional de Colombia |
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https://repositorio.unal.edu.co/ |
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https://repositorio.unal.edu.co/handle/unal/85268 https://repositorio.unal.edu.co/ |
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Universidad Nacional de Colombia Repositorio Institucional Universidad Nacional de Colombia |
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spa |
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spa |
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Adeniran, A., & Fadare, S. O. (2018). Relationship between passengers’ satisfaction and service quality in murtala muhammed international airport, Lagos, Nigeria. International Journal of Research in Industrial Engineering, 7(3), 349–369. https://doi.org/10.22105/riej.2018.134686.1045 Aeronáutica Civil. (2021, octubre 29). Módulo Tráfico por Equipo (Etapas). Estadísticas Operacionales: Pasajeros, Carga y Vuelos Comerciales. https://bit.ly/3tLc6Tg Aeronáutica Civil. (2022). Módulo Tráfico por Equipo (Etapas). Estadísticas Operacionales: Pasajeros, Carga y Vuelos Comerciales. https://bit.ly/3tLc6Tg Aeronáutica Civil. (2023a, febrero 12). ODA - Observatorio de Datos Aeronáuticos. Estadísticas Operacionales: Pasajeros, Carga y Vuelos Comerciales. https://www.aerocivil.gov.co/analitica/ Aeronáutica Civil. (2023b, julio 2). Política de servicios aéreos sociales. https://www.aerocivil.gov.co/atencion/informaci%C3%B3n/Publicaciones%20OTA/Pol%C3%ADtica%20de%20servicios%20a%C3%A9reos%20sociales.pdf Aeronáutica Civil - Módulo Tráfico por Equipo (Etapas). (2021, octubre 29). Estadisticas Operacionales: Pasajeros, Carga y Vuelos Comerciales. https://www.aerocivil.gov.co/atencion/estadisticas-de-las-actividades-aeronauticas/Paginas/estadisticas-operacionales.aspx Aviación Online. (2023, junio 18). Viva Aerobus inició sus vuelos non – stop entre Monterrey y Bogotá. https://www.aviacionline.com/2023/06/viva-aerobus-inicio-sus-vuelos-non-stop-entre-monterrey-y-bogota/ Bagdare, S., & Jain, R. (2013). Measuring retail customer experience. International Journal of Retail & Distribution Management, 41. https://doi.org/10.1108/IJRDM-08-2012-0084 Ban, H.-J., & Kim, H.-S. (2019). Understanding Customer Experience and Satisfaction through Airline Passengers’ Online Review. Sustainability, 11(15). https://doi.org/10.3390/su11154066 Bastari, F. F., Aras, M., Sofyan, C. F., & Rustam, T. I. (2023). Distribution of Advertisement on Instagram in Relation to Satisfaction and Loyalty of Low-Cost Airline Passengers in Indonesia. Journal of Distribution Science, 21(3), 13–23. https://doi.org/10.15722/jds.21.03.202303.13 Berry, L. L., & Carbone, L. P. (2007). Build Loyalty Through Experience Management. Quality Progress, 40, 26–32. https://bit.ly/3HCgyaT Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 54(1), 71–84. https://doi.org/10.1177/002224299005400105 Boetsch, T., Bieger, T., & Wittmer, A. (2011). A Customer-Value Framework for Analyzing Airline Services. Transportation Journal, 50(3), 251–270. https://doi.org/10.5325/transportationj.50.3.0251 Bonaiuto, M., Mao, Y., Roberts, S., Psalti, A., Ariccio, S., Ganucci Cancellieri, U., & Csikszentmihalyi, M. (2016). Optimal Experience and Personal Growth: Flow and the Consolidation of Place Identity. Frontiers in Psychology, 7. https://doi.org/10.3389/fpsyg.2016.01654 Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What is It? How is it Measured? Does it Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.052 Carbone, L., & Haeckel, S. (1994). Engineering Customer Experiences. Marketing Management, 3. https://bit.ly/3HAR8uo Cento, A. (2009). Characteristics of the Airline Industry. En The Airline Industry: Challenges in the 21st Century (Vol. 1, pp. 13–42). https://doi.org/10.1007/978-3-7908-2088-1 Comisión Económica para América Latina y el Caribe (CEPAL). (2020). The impact of the COVID-19 pandemic on the tourism sector in Latin America and the Caribbean, and options for a sustainable and resilient recovery. International trade Journal, 157, 7–22. Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395–410. https://doi.org/https://doi.org/10.1016/j.emj.2007.08.005 Gillen, D., & Lall, A. (2004). Competitive advantage of low-cost carriers: some implications for airports. Journal of Air Transport Management, 10(1), 41–50. https://doi.org/https://doi.org/10.1016/j.jairtraman.2003.10.009 Godovykh, M., & Tasci, A. D. A. (2020). Customer experience in tourism: A review of definitions, components, and measurements. Tourism Management Perspectives, 35, 100694. https://doi.org/https://doi.org/10.1016/j.tmp.2020.100694 Gonçalves, L., Patrício, L., Grenha Teixeira, J., & Wünderlich, N. V. (2020). Understanding the customer experience with smart services. Journal of Service Management, 31(4), 723–744. https://doi.org/10.1108/JOSM-11-2019-0349 González, L., & Muñoz, C. (2014). CASO DE ESTUDIO EASYFLY S.A LA PRIMERA AEROLÍNEA LOW COST EN COLOMBIA, MUCHO MÁS QUE UNA ESTRATEGIA DE PRECIOS BAJOS [Tesis de Maestría , Universidad EAFIT ]. https://repository.eafit.edu.co/bitstream/handle/10784/2929/AnaLucia_GonzalezBedoya_CamiloAndres_MunozRestrepo_2014.pdf?sequence=3&isAllowed=y Google Workspace. (2023a, julio 1). Google Sheets training and help. Google Workspace Learning Center. https://support.google.com/a/users/answer/9282959?visit_id=638254096413581007-1347655850&hl=en&rd=1 Google Workspace. (2023b, julio 1). What you can do with Forms. Get started with Forms in Google Workspace. https://support.google.com/a/users/answer/9302965?hl=en Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132–140. https://doi.org/10.1086/208906 International Air Transport Association (IATA). (2020). What can we learn from past pandemic episodes? . IATA Economics’ Chart of the Week, 1–2. https://bit.ly/3nP59g0 Kent State University. (2023, julio 11). STATISTICAL & QUALITATIVE DATA ANALYSIS SOFTWARE. About NVivo. https://libguides.library.kent.edu/statconsulting/NVivo Kingman-Brundage, J. (1989). The ABC’s of service system blueprinting. En Designing a Winning Service Strategy: Vol. IL (Bitner., M. J., pp. 30–33). American Marketing Association. Laming, C., & Mason, K. (2014). Customer experience — An analysis of the concept and its performance in airline brands. Research in Transportation Business & Management, 10, 15–25. https://doi.org/https://doi.org/10.1016/j.rtbm.2014.05.004 Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420 Lohmann, G., Albers, S., Koch, B., & Pavlovich, K. (2009). From hub to tourist destination – An explorative study of Singapore and Dubai’s aviation-based transformation. Journal of Air Transport Management, 15(5), 205–211. https://doi.org/https://doi.org/10.1016/j.jairtraman.2008.07.004 Mai Chi, V. T., Paramita, W., & Ha Minh Quan, T. (2021). Does Customer Experience Always Benefit Company? Examining Customers’ Epistemic Motivation and Interaction With Service Contexts. Australasian Marketing Journal, 30(1), 35–50. https://doi.org/10.1177/1839334921998867 Mason, K. J., & Morrison, W. G. (2008). Towards a means of consistently comparing airline business models with an application to the ‘low cost’ airline sector. Research in Transportation Economics, 24(1), 75–84. https://doi.org/https://doi.org/10.1016/j.retrec.2009.01.006 Masorgo, N., Mir, S., & Hofer, A. R. (2022). Expectations vs Experience: Managing the Adverse Effects of Service Failures on Customer Satisfaction in the Airline Industry. TRANSPORTATION JOURNAL, 61(3), 231–262. https://doi.org/10.5325/transportationj.61.3.0231 McKinsey & Company. (2021). Back to the future? Airline sector poised for change post-COVID-19. Travel, Logistics & Infrastructure Practice, 1–6. https://mck.co/43mtMCJ Muñoz Hoyos, C. H. (2020). Airline choice model: the role of satisfaction latent variable [Tesis de doctorado, Universidad Nacional de Colombia]. https://bit.ly/3JxQD5M Nenonen, S., Kärnä, S., Rasila, H., & Junnonen, J.-M. (2008). Customer journey – a method to investigate user experiences. En Research Report Usability of Workplaces Phase 2 (No. Schmitt 1999, Vol. W111, pp. 54–63). Neslin, S. A., Taylor, G. A., Grantham, K. D., & McNeil, K. R. (2013). Overcoming the “recency trap” in customer relationship management. Journal of the Academy of Marketing Science, 41(3), 320–337. https://doi.org/10.1007/s11747-012-0312-7 O’Connell, J. F., & Williams, G. (2005). Passengers’ perceptions of low cost airlines and full service carriers: A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines. Journal of Air Transport Management, 11(4), 259–272. https://doi.org/https://doi.org/10.1016/j.jairtraman.2005.01.007 Ofori, K. S., Boakye, K., & Narteh, B. (2018). Factors influencing consumer loyalty towards 3G mobile data service providers: evidence from Ghana. Total Quality Management & Business Excellence, 29(5–6), 580–598. https://doi.org/10.1080/14783363.2016.1219654 O’Sullivan, E., & Spangler, K. (1998). Experience Marketing: Strategies for the New Millennium. En Spon Press (Ed.), Experience Marketing: Strategies for the New Millennium (State Collegue, pp. 10–18). Venture Publishing Inc. Palmer, A., & Bejou, D. (2016). Retrospective: service failure and loyalty: an exploratory empirical study of airline customers. Journal of Services Marketing, 30(5), 480–484. https://doi.org/10.1108/JSM-04-2016-0137 Park, J.-W., Robertson, R., & Wu, C.-L. (2006). The Effects of Individual Dimensions of Airline Service Quality: Findings From Australian Domestic Air Passengers. 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Journal of Travel Research, 58(6), 1034–1051. https://doi.org/10.1177/0047287518789285 Yayla-Kullu, H., & Tansitpong, P. (2013). A Critical Evaluation of U.S. Airlines’ Service Quality Performance: Lower Costs vs. Satisfied Customers. Journal of Management and Strategy, 4. https://doi.org/10.5430/jms.v4n4p1 |
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Atribución-NoComercial-CompartirIgual 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Rojas Berrio, Sandra Patricia7ef638b152815e676185fe950fc25485Lagos Piñeros, Carlos Alberto8a059131335ea08e5e1f5e352c6dfd4aManagement And Marketing (M&M)2024-01-15T14:53:37Z2024-01-15T14:53:37Z2023https://repositorio.unal.edu.co/handle/unal/85268Universidad Nacional de ColombiaRepositorio Institucional Universidad Nacional de Colombiahttps://repositorio.unal.edu.co/ilustraciones, diagramasEl siguiente trabajo investigativo propone un mapa de viaje del cliente en aerolíneas de bajo costo que operan en Colombia, con base en la experiencia del pasajero y aplicando la metodología holística de la experiencia donde se caracterizan las etapas de Pre-Core, Core y Post-Core (Lemon & Verhoef, 2016). Para ello se identificó, analizo y caracterizó el mapa de viaje del pasajero mediante una investigación de tipo descriptiva con información recolectada con técnicas cualitativas, en el periodo enero de 2022 a diciembre 2022, observando el fenómeno a través de diarios de campo documentados por cada pasajero en rutas nacionales desde Bogotá D.C. Los resultados obtenidos permitieron clasificar los momentos de la experiencia del pasajero en cada una de las etapas del modelo, donde se logra percibir que aunque el Core es la etapa donde se ejecuta el servicio prestado, el PreCore (45%) y Post-Core (33%) tienen una participación representativa de 78% sobre el total de su experiencia en las tres etapas, así mismo se identifica que la etapa Pre-Core con actividades como servicios online en los usuarios son más valorados que los servicios en etapa Core como: entretenimiento a bordo o servicio a bordo. Estos resultados son vitales la recuperación y entrada de nuevos competidores al mercado de bajo costo de la industria aeronáutica en Colombia desde la experiencia del pasajero, posterior al impacto sin precedentes en la que tuvo la pandemia generada por el COVID-19 de acuerdo con IATA (2020) y CEPAL (2020) así como, el impacto por la crisis económica mundial y que en Colombia puntualmente ha llevado a la bancarrota parcial de las aerolíneas de bajo costo Viva Air (SuperTransporte, 2023a) y Ultra Air (SuperTransporte, 2023b). (Texto tomado de la fuente)The following research proposed a customer journey map in low-cost airlines operating in Colombia, based on the passenger experience, and applying the holistic experience methodology where the stages of Pre-Core, Core and Post-Core, (Lemon & Verhoef, 2016). For this, the passenger travel map was identified, analyzed, and characterized, through descriptive research with information collected with qualitative techniques in the period January 2022 to December 2022, observing the phenomenon through field diaries documented by each passenger on a national route from Bogotá D.C. The results obtained allowed classifying the moments of the passenger experience in each of the stages of the model, where it was possible to perceive that although the Core is the stage where the service provided is executed, the Pre-Core (45%) and Post- Core (33%) have a representative participation of 78% of the total experience in the three stages, likewise it is identified that the Pre-Core stage with activities such as online services in users are more valued services in Core stage as : entertainment onboard or service onboard. These results are vital to the recovery and entry of new competitors to the low-cost market of the aviation industry in Colombia from the passenger experience, after the unprecedented impact of the pandemic generated by COVID-19 according to International Air Transport Association (IATA), (2020) and ECLAC (2020)as well as the impact of the global economic crisis, which in Colombia has promptly led to the partial bankruptcy of the low-cost airlines Viva Air (SuperTransporte, 2023a) and Ultra Air (SuperTransporte, 2023b).MaestríaMagíster en AdministraciónLa estrategia metodológica que se utilizó, parte de la identificación del tipo de investigación en este caso es de tipo descriptiva; ya que tiene como fin aclarar su comprensión de un tema, problema o fenómeno, obtener perfil preciso de eventos (Saunders et al., 2016). En la investigación descriptiva se tienen como propósito obtener un perfil preciso de eventos, personas o situaciones Saunders et al (2016), en esta investigación es lo que se busca con la primera parte utilizando como instrumento el cuestionario, los cuales recopilan datos pidiendo a las personas que respondan exactamente al mismo conjunto de preguntas, posteriormente mediante instrumentos cualitativos como el diario de campo se busca recolectar información para el diseño del mapa de viaje. No obstante, es importante acotar que la metodología aplicada contempla un diseño de la visión holística de la experiencia aplicable en aerolíneas de bajo costo en Colombia.Gestión Funcional (Mercadeo)xv, 85 páginasapplication/pdfspaUniversidad Nacional de ColombiaBogotá - Ciencias Económicas - Maestría en AdministraciónFacultad de Ciencias EconómicasBogotá, ColombiaUniversidad Nacional de Colombia - Sede Bogotá380 - Comercio , comunicaciones, transporte::387 - Transporte acuático , aéreo, espacialM31 MarketingL93 Air TransportationExperiencia holísticaMapa de viaje del clienteAerolíneas de bajo costoIndustria aéreaAviaciónBajo costoHolistic experienceCustomer journey mapLow-Cost airlinesAirline industryAviationLow costUser experienceExperiencia de usuarioPropuesta metodológica de la visión holística de la experiencia para la construcción de un mapa de viaje del cliente: una aplicación en las aerolíneas de bajo costo en ColombiaMethodological proposal of holistic experience vision for the construction of a customer journey map: an application in Colombian low-cost airlinesTrabajo de grado - Maestríainfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/acceptedVersionTexthttp://purl.org/redcol/resource_type/TMAdeniran, A., & Fadare, S. 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Journal of Management and Strategy, 4. https://doi.org/10.5430/jms.v4n4p1AdministradoresBibliotecariosEstudiantesInvestigadoresMaestrosMedios de comunicaciónPadres y familiasPúblico generalLICENSElicense.txtlicense.txttext/plain; charset=utf-85879https://repositorio.unal.edu.co/bitstream/unal/85268/1/license.txteb34b1cf90b7e1103fc9dfd26be24b4aMD51ORIGINAL1032470686.2023.pdf1032470686.2023.pdfTesis de Maestría en Administraciónapplication/pdf2125333https://repositorio.unal.edu.co/bitstream/unal/85268/2/1032470686.2023.pdf2d7bfc7abe672a786f5615af52d32dacMD52THUMBNAIL1032470686.2023.pdf.jpg1032470686.2023.pdf.jpgGenerated Thumbnailimage/jpeg6006https://repositorio.unal.edu.co/bitstream/unal/85268/3/1032470686.2023.pdf.jpgf893f78b5e5a0792bf06309f21c38d14MD53unal/85268oai:repositorio.unal.edu.co:unal/852682024-01-15 23:03:57.448Repositorio Institucional Universidad Nacional de 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