"Be seamless, my firm!"cómo gestionar la experiencia de interacción omnicanal con los consumidores

  1. Rodríguez-Torrico, Paula 1
  2. Trabold Apadula, Lauren 2
  3. San Martín Gutiérrez, Sonia 3
  4. San José Cabezudo, Rebeca 3
  1. 1 PhD, Profesora ayudante doctora de Comercialización e Investigación de Mercados. Universidad de Burgos (España)
  2. 2 PhD, Assistant professor de Marketing. Manhattan College (EE.UU.)
  3. 3 PhD, Catedrática de universidad de Marketing. Universidad de Burgos (España)
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Revista:
Revista de marketing y publicidad

ISSN: 2659-3904,  2792-405X

Año de publicación: 2021

Número: 3

Páginas: 7-38

Tipo: Artículo

DOI: 10.51302/MARKETING.2021.700 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Revista de marketing y publicidad

Resumen

Este trabajo ha obtenido el 1.er Premio Estudios Financieros 2020 en la modalidad de Marketing y Publicidad. Las empresas están enfrentado un gran desafío: ofrecer una experiencia de interacción omnicanal seamless (EIOS) en todos los canales y puntos de contacto, generadora de valor, tanto para para los clientes como para las empresas. Sin embargo, todavía es escasa la investigación que proporciona evidencia teórica y empírica sobre cómo las empresas pueden crear tal experiencia y sus consecuencias. Por ello, el objetivo de este trabajo es avanzar en el conocimiento de esta experiencia para dar respuesta a las necesidades empresariales y, particularmente, analizar: (1) el impacto de la EIOS en la satisfacción de los consumidores, y (2) el impacto de la EIOS en el estado de flujo de los consumidores y la posterior probabilidad de realizar boca-oído (Word of Mouth, WOM). A partir de dos estudios y utilizando dos métodos de investigación, una encuesta (N = 170) y un experimento controlado (N = 220), se examinaron estas relaciones. Los hallazgos confirman el efecto positivo de la EIOS en la satisfacción del cliente con la interacción, el estado de flujo y el WOM. Asimismo, este trabajo ofrece unas recomendaciones empresariales detalladas para ayudar a los profesionales en su gestión omnicanal.

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