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

Autores/as

DOI:

https://doi.org/10.51302/marketing.2021.700

Palabras clave:

omnicanal, comportamiento del consumidor, satisfacción, estado de flujo, WOM

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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Publicado

07-06-2021

Cómo citar

Rodríguez-Torrico, P. ., Trabold Apadula, L. ., San Martín Gutiérrez, S. ., & San José Cabezudo, R. . (2021). "Be seamless, my firm!" Cómo gestionar la experiencia de interacción omnicanal con los consumidores. Revista De Marketing Y Publicidad, 1(3), 7–38. https://doi.org/10.51302/marketing.2021.700

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Sección

Estudios de Investigación