Aplicación de enfoque Kaizen a las estrategias de marketing experiencial basado en la satisfacción de los clientes de Sweet & Coffee en Guayaquil, año 2017.
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente proyecto de investigación se centró en la aplicación de un enfoque kaizen a las estrategias de marketing experiencial que emplea Sweet & Coffee a partir de la identificación de la influencia que ejercen estas estrategias en la satisfacción de sus clientes en la ciudad de Guayaquil. Se analizaron 4 factores del marketing experiencial: sensorial, sentimientos, relaciones y actuaciones.
El enfoque de investigación utilizado fue mixto. Se desarrolló una investigación cualitativa, mediante una entrevista al gerente de marketing de Sweet & Coffee para obtener datos reales respecto a estas estrategias. También se efectuó una investigación cuantitativa, a través de una encuesta dirigida a una muestra de 246 clientes, con el propósito de evaluar la satisfacción de los mismos con las estrategias de marketing experiencial que emplea la empresa. Además, la investigación fue de tipo descriptiva y causal, y al ser tomada la información en un único momento del tiempo, fue de tipo transversal.
Como resultado de la investigación se comprobó que las estrategias de marketing experiencial ejercen una influencia positiva y significativa en la satisfacción de los clientes de Sweet & Coffee. Además, se identificó que el factor que mayor influencia tiene en la satisfacción de los clientes es el marketing de sentimientos, mientras que el que ejerce menor influencia es el marketing de relaciones. En base a estos resultados, se identificaron oportunidades de mejora en las estrategias de marketing experiencial. Para desarrollarlas, se propuso un plan de acción basado en enfoque kaizen, apoyado en el uso de las tecnologías de la información y comunicación, y tendencias actuales como el big data y el geomarketing.
The present research project focused on the application of a kaizen approach to the experiential marketing strategies that Sweet & Coffee uses, setting off the identification of the influence exerted by these strategies on the satisfaction of their clients in the city of Guayaquil. Four factors of experiential marketing were analyzed: sensorial, feelings, relationships and actions. The research approach used was mixed. Qualitative research was conducted through an interview with the marketing manager of Sweet & Coffee to obtain real data about these strategies. A quantitative research was also done, through a survey to a sample of 246 clients, with the purpose of measure their satisfaction with the experiential marketing strategies used by the company. Also, the research was descriptive and causal, and when the information was taken at a single moment of time, it was of a transverse type. As result of the research, was found that experiential marketing strategies exert a positive and significant influence on the satisfaction of Sweet & Coffee customers. Also, was identified that the factor that has the greatest influence on customer satisfaction is the marketing of feelings, while that the factor with the least influence is relationship market ing. Based on these results, opportunities for improvement in experiential marketing strategies were identified. To solve them, a plan of action based on kaizen approach was proposed, based on the use of information and communication technologies, and current trends such as big data and geomarketing.
The present research project focused on the application of a kaizen approach to the experiential marketing strategies that Sweet & Coffee uses, setting off the identification of the influence exerted by these strategies on the satisfaction of their clients in the city of Guayaquil. Four factors of experiential marketing were analyzed: sensorial, feelings, relationships and actions. The research approach used was mixed. Qualitative research was conducted through an interview with the marketing manager of Sweet & Coffee to obtain real data about these strategies. A quantitative research was also done, through a survey to a sample of 246 clients, with the purpose of measure their satisfaction with the experiential marketing strategies used by the company. Also, the research was descriptive and causal, and when the information was taken at a single moment of time, it was of a transverse type. As result of the research, was found that experiential marketing strategies exert a positive and significant influence on the satisfaction of Sweet & Coffee customers. Also, was identified that the factor that has the greatest influence on customer satisfaction is the marketing of feelings, while that the factor with the least influence is relationship market ing. Based on these results, opportunities for improvement in experiential marketing strategies were identified. To solve them, a plan of action based on kaizen approach was proposed, based on the use of information and communication technologies, and current trends such as big data and geomarketing.
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ENFOQUE KAIZEN, SATISFACCIÓN DE CLIENTES, MARKETING EXPERIENCIAL, SWEET & COFFEE