"Be seamless, my firm!" Cómo gestionar la experiencia de interacción omnicanal con los consumidores
DOI:
https://doi.org/10.51302/marketing.2021.700Palabras clave:
omnicanal, comportamiento del consumidor, satisfacción, estado de flujo, WOMResumen
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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Derechos de autor 2021 Paula Rodríguez-Torrico, Lauren Trabold Apadula, Sonia San Martín Gutiérrez, Rebeca San José Cabezudo
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
