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Proceso de ASC - INVESTIGACION BASICA: ATRIBUTOS DE LA EXPERIENCIA DE MARCA EN EMPRESAS DE SERVICIOS EN COLOMBIA
(Universidad EAFIT, 2021) Mejía-Gil, María Claudia; Bejarano Botero, Luis Mauricio; Villegas Gómez, Juliana; Universidad EAFIT
Organizations have multiple characteristics to compete in the market, in which finding a space and differentiating is increasingly difficult. When delving deeper into the implementation of the Service Design methodology, a gap is found in the definition of the characteristics that the brand experience should have. This is why the purpose of this study is to develop a method that allows organizations to establish Brand variables, which function as a guide for a service design focused on experience. This is intended to be resolved through a qualitative method, through the technique of in-depth interviews, with 4 experts in the area of services and branding and nine strategists and leaders with experience in service companies in Colombia. The main result was that there is no reference or unified methodology to translate brand attributes into user experience. This work presents a proposal for a three-step process to translate brand attributes into experience.