15 research outputs found

    Relationship between customer experience, perceived value and reputation in universities

    No full text
    Esta tesis aborda la importancia de la reputación en las universidades resultado de su desempeño, el cual se evalúa a través de diversos indicadores como lo son, los resultados de investigación, la innovación, los rankings y las pruebas de conocimiento, entre otros. Es por ello que las universidades invierten diversos recursos en la mejora de su reputación, tomando decisiones como optar por acreditarse en alta calidad. En este contexto, este estudio aborda al estudiante universitario, entendiendo que su experiencia y el valor que percibe de la misma, tiene un efecto en la reputación de las universidades. Por lo cual se busca analizar las relaciones de influencia que existen entre estas tres variables: experiencia del cliente, valor percibido y cómo el resultado de dicha relación afecta directamente a la reputación de las universidades. Para dar alcance al objetivo, se plantearon tres objetivos específicos. El primero fue identificar la relación teórica-empírica de las variables valor percibido del servicio, experiencia del estudiante y la reputación institucional. El segundo fue evaluar los factores que intervienen en los constructos de reputación, valor percibido y experiencia del estudiante en el contexto de las universidades colombianas, y el tercero, determinar la relación entre dichas variables tanto en el contexto nacional como internacional, así como entre IES acreditadas y no acreditadas. La metodología utilizada fue de corte cuantitativo con un diseño causal-comparativo y de influencia entre las variables mencionadas. Dado que esta tesis se desarrolla por compendio de publicaciones se proyectaron siete (7) artículos atendiendo a cada uno de los objetivos planteados. Los dos primeros enfocados en revisiones sistemáticas de literatura, los tres siguientes corresponden a las validaciones de las propiedades psicométricas de las tres escalas, y los dos últimos correspondieron al modelo de educaciones estructurales (SEM) para evaluar las relaciones expuestas anteriormente, en el contexto colombiano entre universidades acreditadas y no acreditadas, y el último, también por modelo SEM buscó presentar un comparativo del modelo Colombia – España. Los resultados mostraron que existe una relación entre el valor percibido y la experiencia del estudiante, y éstas también se relacionan positivamente con la reputación. Otro aporte de la tesis, fue demostrar que el modelo estructural propuesto se valida y comporta igual tanto en universidades acreditadas y no acreditadas, así como el contexto colombiano y español, dando evidencia de su robustez, integralidad y la capacidad de ser generalizable a otros contextos geográficos, sobre todo de habla hispana. De igual forma, con la validación de las escalas utilizadas se brindan nuevas herramientas para que las IES puedan evaluar estos tres constructos. Además, con esta validación se presentan evidencias complementarias sobre la robustez de estas escalas, las cuales se encontraban en una etapa exploratoria para su uso.This thesis approaches the importance of reputation in universities as a result of their performance, which is evaluated through different indicators such as research results, innovation, rankings and knowledge tests, among others. This is why universities invest considerable resources in improving their reputation, making decisions such as high quality accreditation. In this context, this study addresses the university student, understanding that their experience and the value they perceive of it, has an effect on the reputation of universities. Therefore, it seeks to analyze the relationships of influence that exist between these three variables: customer experience, perceived value and how the result of this relationship directly affects the reputation of universities. In order to achieve the objective, three specific objectives were established. The first was to identify the theoretical-empirical relationship between the variables perceived value of the service, student experience and institutional reputation. The second was to evaluate the factors involved in the constructs of reputation, perceived value and student experience in the context of Colombian universities, and the third was to determine the relationship between these variables in the national and international context, as well as between accredited and non-accredited HEIs. The methodology used was quantitative with a causal-comparative design. Since this thesis is developed through a compendium of publications, seven (7) articles were projected according to each of the proposed objectives. The first two focused on systematic literature reviews, the next three correspond to the validations of the psychometric properties of the three scales, and the last two corresponded to the structural education model (SEM) to evaluate the relationships described above, in the Colombian context between accredited and non-accredited universities, and the last one, also by SEM model, sought to present a comparison of the Colombia - Spain model. The results showed that there is a relationship between perceived value and student experience, and these are also positively related to reputation. Another contribution of the thesis was to demonstrate that the proposed structural model is validated and behaves the same in both accredited and non-accredited universities, as well as in the Colombian and Spanish context, giving evidence of its robustness, comprehensiveness and the ability to be generalized to other geographical contexts, especially Spanish-speaking ones. Likewise, the validation of the scales used provides new tools for HEIs to evaluate these three constructs. In addition, this validation provides complementary evidence on the robustness of these scales, which were in an exploratory stage for their use

    A look at reputation management in universities

    No full text
    Los directivos de las instituciones de educación superior (IES) se han enfrentado a los desafíos que trae consigo el importante aumento de la competencia en el sector, y las dificultades en el desarrollo, comunicación y posicionamiento de un diferencial en sus propuestas académicas. Esto ha implicado un cambio de enfoque estratégico desde el marketing y desde la gestión de la reputación universitaria. Sin embargo, aún falta claridad sobre qué implica la gestión de la reputación en las universidades y cuáles son sus dimensiones, por lo cual se plantea una revisión estructurada de literatura para dar respuesta a estos interrogantes.Managers of higher education institutions (HEIs) have faced the challenges brought about by increased competition in the sector, and the difficulties in developing, communicating and positioning a differential in their academic proposals. This has implied a change in the strategic approach to marketing and university reputation management. However, there is still a lack of clarity about what reputation management implies in universities and what its dimensions are, so a structured literature review is proposed to answer these questions. TECHNO REVIEW | 2022 | ISSN 2695-9933International Technology Science and Society Review / Revista Internacional de Tecnología Ciencia y Sociedad https://doi.org/10.37467/revtechno.v11.4448© GKA Ediciones, authors. Creative Commons Reconocimiento-NoComercial-SinObraDerivad

    A look at reputation management in universities

    No full text
    Los directivos de las instituciones de educación superior (IES) se han enfrentado a los desafíos que trae consigo el importante aumento de la competencia en el sector, y las dificultades en el desarrollo, comunicación y posicionamiento de un diferencial en sus propuestas académicas. Esto ha implicado un cambio de enfoque estratégico desde el marketing y desde la gestión de la reputación universitaria. Sin embargo, aún falta claridad sobre qué implica la gestión de la reputación en las universidades y cuáles son sus dimensiones, por lo cual se plantea una revisión estructurada de literatura para dar respuesta a estos interrogantes.Managers of higher education institutions (HEIs) have faced the challenges brought about by increased competition in the sector, and the difficulties in developing, communicating and positioning a differential in their academic proposals. This has implied a change in the strategic approach to marketing and university reputation management. However, there is still a lack of clarity about what reputation management implies in universities and what its dimensions are, so a structured literature review is proposed to answer these questions. TECHNO REVIEW | 2022 | ISSN 2695-9933International Technology Science and Society Review / Revista Internacional de Tecnología Ciencia y Sociedad https://doi.org/10.37467/revtechno.v11.4448© GKA Ediciones, authors. Creative Commons Reconocimiento-NoComercial-SinObraDerivad

    A Bayesian examination of the relationship of internal and external touchpoints in the customer experience process across various service environments

    No full text
    Customer experience (CX) is an aggregate of consumer touch points that can be brand-owned (completely controlled by the firm), partner-owned (collectively controlled by the firm and one or more of its partners), customer-owned (where the firm or its partner cannot exert any control or influence) or represented by social/external touch points that account for the importance of the roles of others in the customer experience process. Although the concept of CX is widely used, not much has been examined about how external touch points impact customer perception of experience. Therefore, the main purpose of this study is to examine the role and impact of internal and external touchpoints as dimensions of customer experience and how CX can impact consumer word-of-mouth intention. Service outcome and peace of mind were used to represent internal experience touchpoints and peer to peer quality (PTP) was used to represent an external experience touchpoint. A total of 293 usable surveys were used for analysis using a Bayesian model developed for this study instead of the more traditional SEM approaches. Results showed that an external experience touchpoint has a similar impact to those of internal experience touchpoints in the experience process. CX was also found to have a strong effect on customer word of mouth intention. These findings make various contributions to the literature on CX, especially to research differentiating internal from external experience touchpoints. On the practical side, this study provides recommendations to retailers about how to manage an external touchpoint. © 2019 Elsevier Lt

    A Bayesian examination of the relationship of internal and external touchpoints in the customer experience process across various service environments

    No full text
    Customer experience (CX) is an aggregate of consumer touch points that can be brand-owned (completely controlled by the firm), partner-owned (collectively controlled by the firm and one or more of its partners), customer-owned (where the firm or its partner cannot exert any control or influence) or represented by social/external touch points that account for the importance of the roles of others in the customer experience process. Although the concept of CX is widely used, not much has been examined about how external touch points impact customer perception of experience. Therefore, the main purpose of this study is to examine the role and impact of internal and external touchpoints as dimensions of customer experience and how CX can impact consumer word-of-mouth intention. Service outcome and peace of mind were used to represent internal experience touchpoints and peer to peer quality (PTP) was used to represent an external experience touchpoint. A total of 293 usable surveys were used for analysis using a Bayesian model developed for this study instead of the more traditional SEM approaches. Results showed that an external experience touchpoint has a similar impact to those of internal experience touchpoints in the experience process. CX was also found to have a strong effect on customer word of mouth intention. These findings make various contributions to the literature on CX, especially to research differentiating internal from external experience touchpoints. On the practical side, this study provides recommendations to retailers about how to manage an external touchpoint. © 2019 Elsevier Lt

    Symbolic consumption as a non-traditional predictor of brand loyalty in the sports industry, football club segment

    No full text
    Brand loyalty is one of the main objectives of marketing, due to its impact on the sustainability of organisations; however, the explanation of how this type of loyalty is built in the sports industry is complex, due to the way it is organised. Traditionally, brand loyalty in this industry has been explained by satisfaction, service quality, commitment and trust, thus other variables that have been analysed from the marketing field have not been included in the models developed for the sports industry. The aim of this article was to explore the relationship between symbolic consumption as a non-traditional predictor of brand loyalty in the sports industry, more specifically in the football club segment. For this purpose, a quantitative cross-sectional study was defined, with a non-probabilistic sampling. To test the proposed relationship, modelling by means of partial least squares structural equations was chosen. The results showed that symbolic consumption is positively related to brand loyalty in the sports industry in the football club segment, with a large effect size. This study becomes a starting point for scholars who wish to further explore the relationship between symbolic consumption and brand loyalty in the context of sport. Likewise, for marketing professionals in the sports industry, it suggests the importance of symbolic consumption for the design of strategies that enable the creation of brand loyalty in consumers in the case of football clubs. In this sense, marketing professionals should seek to create advertising and promotional campaigns that appeal to strengthen the relationship of the sports consumer with their social groups based on the actual and ideal self-concept, as lifestyle

    Reputation based on internal capabilities: The case of small enterprises within the Colombian orange economy

    No full text
    This study seeks to understand how micro, small, and medium-sized enterprises (MSMEs) can be innovative while developing their reputation. In doing so, this study focuses on companies classified as promoters of Colombia’s “orange economy,” which relates to the country’s cultural and creative diversity. Firms with a non-technological emphasis also require knowledge, innovation, and reputation to perform better. In this regard, the study is based on the work of Hormiga and Garcia-Almeida (2016) who proposed the relationship between accumulated knowledge and innovation as background of reputation. In this paper, the purpose is to understand the internal reputation-building process carried out by MSMEs and the variables that intervene. Therefore, this research accounts for how MSMEs can build their reputation through innovation and accumulated knowledge. For this, a survey was conducted in 320 orange economy MSMEs located in Bogotá, Colombia, and the relationship of these variables was statistically tested through a quantitative analysis of multivariate data. Innovation was found to not impact the performance of companies, but this can be associated to factors that were not considered in this research. However, it is proposed to refine the original model by considering the manager’s perspective. It is recommended that entrepreneurs invest resources in accumulating internal (tacit) knowledge to improve skills that enhance reputation

    Model of relationship between innovation, Reputation1, Reputation2, and Performance.

    No full text
    Standardized loadings of each item are presented between lines going from the factor to the items. Standardized regression coefficients are presented between factors.</p

    S1 File -

    No full text
    This study seeks to understand how micro, small, and medium-sized enterprises (MSMEs) can be innovative while developing their reputation. In doing so, this study focuses on companies classified as promoters of Colombia’s “orange economy,” which relates to the country’s cultural and creative diversity. Firms with a non-technological emphasis also require knowledge, innovation, and reputation to perform better. In this regard, the study is based on the work of Hormiga and Garcia-Almeida (2016) who proposed the relationship between accumulated knowledge and innovation as background of reputation. In this paper, the purpose is to understand the internal reputation-building process carried out by MSMEs and the variables that intervene. Therefore, this research accounts for how MSMEs can build their reputation through innovation and accumulated knowledge. For this, a survey was conducted in 320 orange economy MSMEs located in Bogotá, Colombia, and the relationship of these variables was statistically tested through a quantitative analysis of multivariate data. Innovation was found to not impact the performance of companies, but this can be associated to factors that were not considered in this research. However, it is proposed to refine the original model by considering the manager’s perspective. It is recommended that entrepreneurs invest resources in accumulating internal (tacit) knowledge to improve skills that enhance reputation.</div

    Divergent validity—confidence interval test.

    No full text
    This study seeks to understand how micro, small, and medium-sized enterprises (MSMEs) can be innovative while developing their reputation. In doing so, this study focuses on companies classified as promoters of Colombia’s “orange economy,” which relates to the country’s cultural and creative diversity. Firms with a non-technological emphasis also require knowledge, innovation, and reputation to perform better. In this regard, the study is based on the work of Hormiga and Garcia-Almeida (2016) who proposed the relationship between accumulated knowledge and innovation as background of reputation. In this paper, the purpose is to understand the internal reputation-building process carried out by MSMEs and the variables that intervene. Therefore, this research accounts for how MSMEs can build their reputation through innovation and accumulated knowledge. For this, a survey was conducted in 320 orange economy MSMEs located in Bogotá, Colombia, and the relationship of these variables was statistically tested through a quantitative analysis of multivariate data. Innovation was found to not impact the performance of companies, but this can be associated to factors that were not considered in this research. However, it is proposed to refine the original model by considering the manager’s perspective. It is recommended that entrepreneurs invest resources in accumulating internal (tacit) knowledge to improve skills that enhance reputation.</div
    corecore