Customer experience management y la importancia del contenido interactivo en tiendas de ropa online femenina para la Generación Z.
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Fecha
2022
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
La presente investigación estudia el Customer Experience Management y la importancia del contenido interactivo específicamente en las tiendas de ropa en línea y en relación a la generación z, con el objetivo de demostrar que tanto influye el generar experiencia y entregar un contenido único como marca hacia los consumidores; se mencionan temas que ayudan a tener un concepto más explícito sobre el proceso de vender en línea a través de las redes sociales. Utilizando las debidas herramientas de investigación, tanto con enfoque cuantitativo y cualitativo, a través de encuestas y entrevistas se obtuvieron datos que luego fueron analizados e interpretados, dónde se evidenció la poca información que este tipo de tiendas de ropa en línea tienen en cuanto la experiencia, interacción y contenido. Por otro lado se conoció lo que buscan lo consumidores de este mercado de ropa en línea. Dando así como resultado lo que este estudio quiere demostrar; la desinformación cómo marca y la importante que es para los consumidores obtener una experiencia diferente Finalmente se otorgan una serie de recomendaciones para un mejor rendimiento como marca.
This research studies the Customer Experience Management and the importance of interactive content specifically in online clothing stores and in relation to the z generation, with the aim of demonstrating how much influences to generate experience and deliver unique content as a brand to consumers; issues that help to have a more explicit concept about the process of selling online through social networks are mentioned. Using the proper research tools, both with quantitative and qualitative approach, through surveys and interviews, data were obtained and then analyzed and interpreted, where it was evidenced the little information that this type of online clothing stores have in terms of experience, interaction and content. On the other hand, it was known what the consumers of this online clothing market are looking for. As a result, this study aims to demonstrate the misinformation as a brand and how important it is for consumers to get a different experience. Finally, a series of recommendations are given for a better performance as a brand.
This research studies the Customer Experience Management and the importance of interactive content specifically in online clothing stores and in relation to the z generation, with the aim of demonstrating how much influences to generate experience and deliver unique content as a brand to consumers; issues that help to have a more explicit concept about the process of selling online through social networks are mentioned. Using the proper research tools, both with quantitative and qualitative approach, through surveys and interviews, data were obtained and then analyzed and interpreted, where it was evidenced the little information that this type of online clothing stores have in terms of experience, interaction and content. On the other hand, it was known what the consumers of this online clothing market are looking for. As a result, this study aims to demonstrate the misinformation as a brand and how important it is for consumers to get a different experience. Finally, a series of recommendations are given for a better performance as a brand.
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CUSTOMER EXPERIENCE MANAGEMENT, MARKETING DE CONTENIDOS, VENTAS ONLINE, GENERACIÓN Z
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