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La comunicación como factor clave en la experiencia del consumidor para la fijación del precio.
Herrera Pérez, Ariana Paola
Purpose: The objective of the current research is to analyze the communication as one of the drivers of customer experience and its influence in price selection. The traditional mechanism that businesses of the catering sector use to establish the sales price for the public it is based only in costs, leaving aside the perceived value of client at a perceived level. Design/methodology: The methodology for this research is divided into two phases. The first methodological phase requires an analytical-synthetic exploration of current bibliography, that explains the context and the state of the art for the topic at hand through a bibliographic review of several authors that corroborate the relationship between the communication, perceived strategy, price setting and user behavior. The second phase of the research is of a deductive nature. For the gathering of the data, a non-probabilistic convenience sampling is applied; this has been done through the implementation of a personalized drinks delivery service, applied to professionals in their respective offices in Ecuador, who after intake of the beverages a survey has been conducted. Findings: The results show that the customers would be willing to pay five times more for a personalized and differentiated service, as such, a key factor identified in the service process is the bidirectional communication between the service provider and the client. Through this implementation it has been corroborated that the individual is really paying for what the product or service represents at a perceived level, relegating the rational part to a second level. Research limitations/implications: The implication of the presented results is of a managerial nature, with a focus in the decision process of price selection. Nevertheless, the data collected are in regards to a single type of catering service, and thus, do not allow for a generalization of the results obtained. Originality/value: The present research it's characterized by its valuable and unpublished study of the relationship between communication and customer experience as a mechanism of price selection from a holistic perspective, isolating costs as the main drivers of the calculation and taking the customer experience as an important variable.
aDResearch ESIC: International Journal of Communication Research / Revista Internacional de Investigación en Comunicación, 2020, Vol 21, Issue 21, p84
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