Análisis de la experiencia del cliente en restaurantes de la ciudad de Barranquilla
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Fecha
2020
Autores
Castro Sotomayor, Ronald
Rodríguez Mora, Luisa
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
La presente investigación tiene como objetivo principal analizar la experiencia de los clientes de los restaurantes de Barranquilla en su última interacción, para determinar cómo fue la percepción de estos en determinados momentos de verdad e identificar algunos de los aspectos que influyen o tienen relevancia para ellos al interactuar con estas empresas. Esto con el fin de establecer criterios que puedan tenerse en cuenta para la prestación de un mejor servicio; y a partir de ahí, proponer acciones que contribuyan a fortalecer, hacerla memorable y promover la lealtad.
En ese sentido, las variables estudiadas fueron, la experiencia del cliente, usando un ítem para indagar sobre cuál fue la satisfacción (CSAT) y otro para valorar cuál sería la intensión de recomendación (NPS – Del inglés, Net Promoter Score), y otros para los momentos de verdad y los aspectos o elementos de importancia para una buena experiencia, desde las cinco dimensiones de la escala ServQual. Por tanto, toma como base teorías e investigaciones sobre experiencia del cliente, momentos de verdad, la calidad del servicio desde la escala ServQual y la importancia de la estrategia al momento de proponer acciones para mejorar la experiencia en los restaurantes de Barranquilla.
El enfoque de la investigación es cuantitativo - descriptivo y se utilizó como herramienta primaria un instrumento de 41 ítems en escala dicotómica y Osgood, cuya confiabilidad fue revisada por medio de la herramienta SPPS Statistics 21, arrojando un Alfa de Cronbach de 0.732, y validado por expertos en área de estadísticas y marketing. Como resultado final, se propone un cuadro de acciones o propuestas para los ítems donde se evidenció mayor área de oportunidad, por haber recibido las calificaciones más bajas y/o donde los encuestados indicaron que se trataba de un elemento importante.
The objective of this research is to analyze the experience of the clients of the restaurants in Barranquilla, during their last interaction, to determine how their perception was in certain moments of truth and identify some of the aspects that influence or are relevant to them when interacting with these companies. This in order to establish criteria that can be considered for the provision of a better service; and from there, propose actions that contribute to strengthening, making it memorable and promoting loyalty. In this sense, the variables studied were customer experience, using an item to inquire about what was the satisfaction (CSAT – Customer Satisfaction) and another to assess what the recommendation intention would be (NPS - Net Promoter Score), the moments of truth and the aspects or elements of importance for a good experience, from the five dimensions of the ServQual scale. Hence, supporting theories and researches related to customer experience, moments of truth, quality of service from the ServQual scale and the importance of the strategy when proposing actions to improve the experience in Barranquilla restaurants are referenced. The research approach is quantitative-descriptive and an instrument made of 41 items on a dichotomous and Osgood scale was used as the primary tool; its reliability was reviewed using the SPPS Statistics 21 tool, yielding a Cronbach's Alpha of 0.732, and validated by experts in the area of statistics and marketing. As a result, a table with actions or proposals was built for the items where the greatest opportunity area was evident, for having received the lowest ratings and/or where the respondents indicated that it was an important element for them.
The objective of this research is to analyze the experience of the clients of the restaurants in Barranquilla, during their last interaction, to determine how their perception was in certain moments of truth and identify some of the aspects that influence or are relevant to them when interacting with these companies. This in order to establish criteria that can be considered for the provision of a better service; and from there, propose actions that contribute to strengthening, making it memorable and promoting loyalty. In this sense, the variables studied were customer experience, using an item to inquire about what was the satisfaction (CSAT – Customer Satisfaction) and another to assess what the recommendation intention would be (NPS - Net Promoter Score), the moments of truth and the aspects or elements of importance for a good experience, from the five dimensions of the ServQual scale. Hence, supporting theories and researches related to customer experience, moments of truth, quality of service from the ServQual scale and the importance of the strategy when proposing actions to improve the experience in Barranquilla restaurants are referenced. The research approach is quantitative-descriptive and an instrument made of 41 items on a dichotomous and Osgood scale was used as the primary tool; its reliability was reviewed using the SPPS Statistics 21 tool, yielding a Cronbach's Alpha of 0.732, and validated by experts in the area of statistics and marketing. As a result, a table with actions or proposals was built for the items where the greatest opportunity area was evident, for having received the lowest ratings and/or where the respondents indicated that it was an important element for them.
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Palabras clave
Experiencia del cliente, Momentos de verdad, Dimensiones de la escala ServQual, Acciones para la mejora, Customer experience, Moments of Truth, ServQual scale dimensions, Actions for improvement
