Propuesta del mapa de viaje de la experiencia del ciudadano en el servicio público urbano de transporte masivo de pasajeros en Colombia
ilustraciones, graficas, mapas
- Autores:
-
Rincon Novoa, Jeisson Leonardo
- Tipo de recurso:
- Fecha de publicación:
- 2022
- Institución:
- Universidad Nacional de Colombia
- Repositorio:
- Universidad Nacional de Colombia
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.unal.edu.co:unal/82001
- Palabra clave:
- 380 - Comercio , comunicaciones, transporte::388 - Transporte
SERVICIO AL CLIENTE
MERCADEO
COMPORTAMIENTO DEL CONSUMIDOR
Marketing
Consumer behavior
Experiencia del ciudadano
Mapa de viaje del ciudadano
Transporte público
Transporte masivo
Transporte urbano
Citizen experience
Citizen journey mapping
Public transport
Mass transport
Urban transport
- Rights
- openAccess
- License
- Atribución-NoComercial-CompartirIgual 4.0 Internacional
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| dc.title.spa.fl_str_mv |
Propuesta del mapa de viaje de la experiencia del ciudadano en el servicio público urbano de transporte masivo de pasajeros en Colombia |
| dc.title.translated.eng.fl_str_mv |
Citizen’s experience journey mapping in urban public mass passenger transport service in Colombia |
| title |
Propuesta del mapa de viaje de la experiencia del ciudadano en el servicio público urbano de transporte masivo de pasajeros en Colombia |
| spellingShingle |
Propuesta del mapa de viaje de la experiencia del ciudadano en el servicio público urbano de transporte masivo de pasajeros en Colombia 380 - Comercio , comunicaciones, transporte::388 - Transporte SERVICIO AL CLIENTE MERCADEO COMPORTAMIENTO DEL CONSUMIDOR Marketing Consumer behavior Experiencia del ciudadano Mapa de viaje del ciudadano Transporte público Transporte masivo Transporte urbano Citizen experience Citizen journey mapping Public transport Mass transport Urban transport |
| title_short |
Propuesta del mapa de viaje de la experiencia del ciudadano en el servicio público urbano de transporte masivo de pasajeros en Colombia |
| title_full |
Propuesta del mapa de viaje de la experiencia del ciudadano en el servicio público urbano de transporte masivo de pasajeros en Colombia |
| title_fullStr |
Propuesta del mapa de viaje de la experiencia del ciudadano en el servicio público urbano de transporte masivo de pasajeros en Colombia |
| title_full_unstemmed |
Propuesta del mapa de viaje de la experiencia del ciudadano en el servicio público urbano de transporte masivo de pasajeros en Colombia |
| title_sort |
Propuesta del mapa de viaje de la experiencia del ciudadano en el servicio público urbano de transporte masivo de pasajeros en Colombia |
| dc.creator.fl_str_mv |
Rincon Novoa, Jeisson Leonardo |
| dc.contributor.advisor.none.fl_str_mv |
Rojas Berrio, Sandra Patricia |
| dc.contributor.author.none.fl_str_mv |
Rincon Novoa, Jeisson Leonardo |
| dc.contributor.researchgroup.spa.fl_str_mv |
Management And Marketing (M&M) |
| dc.subject.ddc.spa.fl_str_mv |
380 - Comercio , comunicaciones, transporte::388 - Transporte |
| topic |
380 - Comercio , comunicaciones, transporte::388 - Transporte SERVICIO AL CLIENTE MERCADEO COMPORTAMIENTO DEL CONSUMIDOR Marketing Consumer behavior Experiencia del ciudadano Mapa de viaje del ciudadano Transporte público Transporte masivo Transporte urbano Citizen experience Citizen journey mapping Public transport Mass transport Urban transport |
| dc.subject.lemb.spa.fl_str_mv |
SERVICIO AL CLIENTE MERCADEO COMPORTAMIENTO DEL CONSUMIDOR |
| dc.subject.lemb.eng.fl_str_mv |
Marketing Consumer behavior |
| dc.subject.proposal.spa.fl_str_mv |
Experiencia del ciudadano Mapa de viaje del ciudadano Transporte público Transporte masivo Transporte urbano |
| dc.subject.proposal.eng.fl_str_mv |
Citizen experience Citizen journey mapping Public transport Mass transport Urban transport |
| description |
ilustraciones, graficas, mapas |
| publishDate |
2022 |
| dc.date.accessioned.none.fl_str_mv |
2022-08-22T21:33:34Z |
| dc.date.available.none.fl_str_mv |
2022-08-22T21:33:34Z |
| dc.date.issued.none.fl_str_mv |
2022-07-22 |
| dc.type.spa.fl_str_mv |
Trabajo de grado - Maestría |
| dc.type.driver.spa.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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info:eu-repo/semantics/acceptedVersion |
| dc.type.content.spa.fl_str_mv |
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/82001 |
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Universidad Nacional de Colombia |
| dc.identifier.reponame.spa.fl_str_mv |
Repositorio Institucional Universidad Nacional de Colombia |
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https://repositorio.unal.edu.co/ |
| url |
https://repositorio.unal.edu.co/handle/unal/82001 https://repositorio.unal.edu.co/ |
| identifier_str_mv |
Universidad Nacional de Colombia Repositorio Institucional Universidad Nacional de Colombia |
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spa |
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spa |
| dc.relation.indexed.spa.fl_str_mv |
RedCol LaReferencia |
| dc.relation.references.spa.fl_str_mv |
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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 Patricia7ef638b152815e676185fe950fc25485Rincon Novoa, Jeisson Leonardo5f5dff7011790a63857f547bb5f16147Management And Marketing (M&M)2022-08-22T21:33:34Z2022-08-22T21:33:34Z2022-07-22https://repositorio.unal.edu.co/handle/unal/82001Universidad Nacional de ColombiaRepositorio Institucional Universidad Nacional de Colombiahttps://repositorio.unal.edu.co/ilustraciones, graficas, mapasEl servicio de transporte público es uno de los ámbitos con mayor relevancia en el cumplimiento de los fines esenciales de la gestión pública y más aún con el cambio de los hábitos de consumo en la movilidad a raíz de la pandemia de la COVID-19. Esta cartera ministerial, bajo la mirada de la teoría del valor público, pretende satisfacer las aspiraciones colectivas a través de la prestación centrada en el ciudadano y sus expectativas. En este sentido, el marketing ha planteado comprender la experiencia del cliente y su formación a través del mapa de viaje del proceso de compra con el fin de establecer la interacción con los servicios. La presente investigación centra su objetivo en proponer el mapa de viaje de la experiencia del ciudadano en el servicio público urbano de transporte masivo de pasajeros en Colombia. Con el fin de aproximarse al mapa de viaje en Colombia se tomó como caso a seis ciudades principales, Bogotá D.C., Medellín, Barranquilla, Cartagena, Manizales y Pereira, debido a que concentran el mayor porcentaje de servicios de transporte masivo de pasajeros en el país. Así bien, para el desarrollo de esta investigación; primero, se identificaron los procesos y los elementos de los componentes del mapa de viaje alrededor de la experiencia del ciudadano en el transporte público, a partir de una revisión sistemática de literatura. En segundo, se realizaron 25 talleres virtuales de co-creación que permitieran la saturación de las categorías propias del transporte público en Colombia, a partir del comportamiento de la agregación del propio en las ciudades principales; tercero, se realizó la validación con expertos del mapa de viaje del servicio público urbano de transporte masivo en la ciudad de Bogotá D.C., por ser la que concentra en mayor proporción el parque automotor y el total de pasajeros transportados; para finalmente, integrar la información recolectada y presentar el mapa de viaje a nivel Colombia. Respecto al objetivo general, los resultados muestran que al interior de cada una de las ciudades principales se identifican elementos que pueden variar entre ubicación geográfica; así como, sensaciones particulares relacionadas con la inseguridad en la totalidad del recorrido, versus una emoción de logro o satisfacción al terminarlo. De igual manera, el ciudadano por lo general tiende a realizar una planeación previa de la ruta, estar alerta con sus pertenencias y puntos de finalización, amenizar el viaje con aplicaciones de entretenimiento, para finalmente terminar su viaje y continuar con la rutina normal. Es de anotar que el presente estudio permitió aportar metodológicamente en la comprensión de la experiencia del ciudadano a través de la construcción de mapas de viaje, la consolidación teórica de la experiencia del ciudadano, los aportes gerenciales a partir del levantamiento de los diferentes componentes (acciones, pensamientos, puntos de dolor, momentos de verdad, emociones, conexiones secuenciales y oportunidades de mejora) que conforman el mapa de viaje en cada uno de sus procesos (pre-core, core, y post-core) y a la respuesta de los hacedores de política pública frente a la creación de valor público. (Texto tomado de la fuente)Public transportation service is one of the most relevant areas in the fulfillment of the essential purposes of public management. Even more so with the change in consumption habits in mobility because of the COVID-19 pandemic. This ministerial portfolio, under the gaze of the public value theory, aims to satisfy collective aspirations through citizen-centered delivery and their expectations. In this sense, marketing has proposed to understand the customer experience and its formation through the journey map of the purchasing process to establish the interaction with the services. The present research focuses its objective on proposing the journey map of the citizen's experience in the urban public service of mass passenger transportation in Colombia. To approach the journey map in Colombia, six main cities, Bogotá D.C., Medellín, Barranquilla, Cartagena, Manizales, and Pereira, were taken as a case study. This is because they concentrate the highest percentage of mass passenger transportation services in the country. Thus, for the development of this research, first, the processes and elements of the components of the journey map around the citizen's experience in public transport were identified, based on a systematic literature review. Second, 25 virtual co-creation workshops were conducted to allow the saturation of the categories of public transport in Colombia. This based on the behavior of the aggregation of public transport in the main cities. Third, validation was carried out with experts of the journey map of the urban public mass transit service in the city of Bogotá D.C. The city that concentrates the largest proportion of the vehicle fleet and the total number of passengers transported. Finally, to integrate the information collected and present the journey map at the Colombian level. Regarding the general objective, the results show that within each of the main cities, elements that may vary between geographic locations are identified. Likewise, sensations related to insecurity are identified in the totality of the trip, versus an emotion of achievement or satisfaction at the end of the trip. Similarly, the citizen generally tends to make a previous planning of the route, to be alert with their belongings and end points, to liven up the trip with entertainment applications, to finally finish their trip and continue with the normal routine. It should be noted that the present study made it possible to contribute methodologically to the understanding of the citizen experience through the construction of journey maps, the theoretical consolidation of the citizen experience, the managerial contributions from the survey of the different components (actions, thoughts, pain points, moments of truth, emotions, sequential connections and opportunities for improvement) that make up the travel map in each of its processes (pre-core, core, and post-core) and to the response of public policy makers to the creation of public value.MaestríaMagíster en AdministraciónGestión Funcional (Mercadeo)240 páginasapplication/pdfspaUniversidad Nacional de ColombiaBogotá - Ciencias Económicas - Maestría en AdministraciónEscuela de Administración y Contaduría PúblicaFacultad de Ciencias EconómicasBogotá, ColombiaUniversidad Nacional de Colombia - Sede Bogotá380 - Comercio , comunicaciones, transporte::388 - TransporteSERVICIO AL CLIENTEMERCADEOCOMPORTAMIENTO DEL CONSUMIDORMarketingConsumer behaviorExperiencia del ciudadanoMapa de viaje del ciudadanoTransporte públicoTransporte masivoTransporte urbanoCitizen experienceCitizen journey mappingPublic transportMass transportUrban transportPropuesta del mapa de viaje de la experiencia del ciudadano en el servicio público urbano de transporte masivo de pasajeros en ColombiaCitizen’s experience journey mapping in urban public mass passenger transport service in ColombiaTrabajo de grado - Maestríainfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/acceptedVersionTexthttp://purl.org/redcol/resource_type/TMRedColLaReferenciaAlbury, D. 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IEEE Transactions on Professional Communication, 56(2), 120–137. https://doi.org/10.1109/TPC.2013.2257211AdministradoresBibliotecariosConsejerosEstudiantesGrupos comunitariosInvestigadoresMaestrosMedios de comunicaciónPadres y familiasPersonal de apoyo escolarProveedores de ayuda financiera para estudiantesPúblico generalReceptores de fondos federales y solicitantesResponsables políticosORIGINAL1018495755.2022.pdf1018495755.2022.pdfTesis de Maestría en Administraciónapplication/pdf5970006https://repositorio.unal.edu.co/bitstream/unal/82001/1/1018495755.2022.pdf509cc83265e97b36ab44b8f4664af421MD51LICENSElicense.txtlicense.txttext/plain; charset=utf-84074https://repositorio.unal.edu.co/bitstream/unal/82001/2/license.txt8153f7789df02f0a4c9e079953658ab2MD52THUMBNAIL1018495755.2022.pdf.jpg1018495755.2022.pdf.jpgGenerated 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