Examinando por Materia "Mercadeo de servicio"

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    Ítem
    Leads de la oportunidad a la venta : propuesta metodológica para potenciar la compra de vehículos en Bogotá a partir de prospectos digitales
    (2020) Vega Parra, Leonardo; Román López, Nathalia; Monroy Osorio, Juan Carlos
    Vehicle purchasing process is migrating to an accelerated way towards the digital worlds, due to consumers are informing themselves before making a purchase or attending a point of sale. In Bogota, sales presential demand and call is decreasing, and every day is strengthened the request of information or vehicle quotation through digital channels, that the automotive industry release to the customers: search engines, social media, peer to peer chats, forms, web sites, landing pages. The issue takes place when volume prospects are reached, delivered as leads but not transformed into effective sales. The objective in this research is to design a methodology through a customer experience map, to increase commercial management of prospects vehicles with digital origin to the automotive industry in Bogota; man and women above 18 years old were used as study subjects, located in the city of Bogotá and near towns, that possess a vehicle or desires or have been participants in a correspondent purchase process. Deep structured interview was the qualitative methodology chosen to recollect and analyze data. It is expected to apply the proposed methodology in a vehicle dealer of the Chevrolet brand in the city of Bogota.
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    Ítem
    Revisión sistemática de la literatura sobre diseño de servicio al cliente interno en el contexto empresarial.
    (Universidad Eafit, 2019) Cadavid López, Catalina; Rojas de Francisco, Laura Isabel
    The service at present is the sector of the economy that contributes greater income to Colombia. The figure of this contribution is the development index of any country; However, since it is a trend sector, there are still many theoretical gaps to define and delimit concepts of the respective logic, such as good, product and service. This report for degree work reviews the literature that deals with the design of internal service in the business context, within the framework of a teaching project at Eafit University. A literature review was conducted from 2007 to 2017, based on service marketing and SD; In this last topic, the methodology, the process and the corresponding thought were investigated and, specifically, in relation to the internal design of the service. Literature on service design applied to the management of internal clients was selected and the coinciding or divergent elements in the different positions of the publications on customer service were analyzed. The methodology was qualitative, carried out through the process of systematizing the information collected and reflected in matrixes in Excel. The results differentiate two major logics: the dominant service and the service. Both revolve around the creation of value because they privilege the method of cocreation. The study provides its own design for the systematization of information obtained from literature review