NPS (Net Promoter Score). Métrica de la experiencia del cliente: construcción y análisis del indicador de una cobertura médica privada / NPS (Net Promoter Score), Customer experience metrics.: construction and analysis of the indicator of private medical coverage

Introducción: el NPS (Net Promoter Score) es un indicador que se utiliza en los programas de experiencia del cliente para medir la satisfacción de dicho público objetivo y su lealtad. Nuestra finalidad fue consolidar el NPS por primera vez en una prepaga de un hospital de alta complejidad de Buenos Aires (PS-HIBA) en busca de establecer un indicador objetivo desde la perspectiva del cliente. Métodos: se realizó un estudio observacional analítico, de corte transversal. Se incluyeron en el estudio los datos obtenidos a partir de las respuestas de los afiliados al PS-HIBA. Resultados: se consolidó el primer indicador NPS del PS-HIBA: 22 puntos. Se visualizaron los tres perfiles de clientes, obteniendo un 45,7% promotores, 22,3% detractores y 32% pasivos o neutros. Complementariamente se identificaron los motivos de dichas calificaciones; las tres principales fueron: la problemática de accesibilidad a los turnos, la atención y los profesionales valorados positivamente. Conclusión: este estudio aporta un indicador objetivo, que facilita un lenguaje común en la organización y una comparación con el mercado desde la mirada del cliente. El NPS, como sistema, busca impulsar la construcción de una cultura centrada en el cliente, con el fin de mejorar su lealtad y permitir una retroalimentación donde se logra tener presente la voz del cliente, e identificar, priorizar y abordar los problemas percibidos. Nos permite establecer los lineamientos de oportunidades de mejora desde la perspectiva de los pacientes. (AU)

Introduction: the NPS (Net Promoter Score) is an indicator used in customer experience programs to measure the satisfaction of said target audience and their loyalty. Our purpose was to send the survey and consolidate the NPS for the first time in a high complexity prepaid hospital in Buenos Aires (PS-HIBA) in search of an objective indicator from the customer's perspective. Methods: an analytical, cross-sectional observational study was carried out. Data obtained from members' responses to the PS-HIBA were included in the study. Results: the first NPS indicator of PS-HIBA was consolidated: 22 points. The three customer profiles were displayed, obtaining 45.7% promoters, 22.3% detractors and 32% passive or neutral. Complementarily, the reasons for these qualifications were identified, being the three main ones: the problem of accessibility to medical appointments, the medical attention and the professionals valued positively. Conclusion: this study provides an objective indicator which facilitates a common language in the organization and a comparison with the market from the customer's point of view.The NPS as a system seeks to promote the construction of a customer-focused culture, in order to improve their loyalty and allow feedback. Thus, it is possible to keep the customer's voice in mind, identify, prioritize and address the perceived problems. It allows us to establish the guidelines for opportunities to improve from the patients' perspective. (AU)

Evolución del marketing experiencial: una aproximación teórica a su definición - Revisión Sistemática de Literatura / Experiential marketing evolution: a theoretical approach to its conceptualization - Systematic Literature Review / Evolução do marketing experiencial: uma abordagem teórica à sua definição - Revisão Sistemática da Literatura

RESUMEN El propósito de esta investigación fue analizar la actividad científica que ha girado en torno al marketing experiencial, a partir de una Revisión Sistemática de Literatura cuya ventana de observación fue el periodo comprendido entre el 2000 y el 2019. La ecuación de búsqueda arrojó 236 documentos en Scopus y 309 en Web of Science, que una vez depurados resultaron un total de 522 documentos. Para visualizar la información, se utilizó la herramienta VoSViewer lo que permitió representar las relaciones existentes, así mismo, se hizo uso del software Tree of Science (ToS) para determinar la jerarquización genealógica de la literatura científica. Los resultados muestran cuáles son los antecedentes, los temas de interés para los académicos, los países con mayor trayectoria de investigación en el área y las redes de trabajo colaborativo, así como, los autores y estudios más relevantes en este campo y las tendencias del marketing.

ABSTRACT The purpose of this research was to analyse the scientific activity that has revolved around experiential marketing, based on a Systematic Literature Review whose window of observation was the period between 2000 and 2019. The search equation yielded 236 documents in Scopus and 309 in Web of Science, which, once refined, resulted in a total of 522 documents. In order to visualize the information, the VoSViewer tool was used, which allowed the representation of existing relationships, and the Tree of Science (ToS) software was used to determine the genealogical hierarchy of the scientific literature. The results show which are the background, the topics of interest for the academics, the countries with more trajectory of research in the area and the networks of collaborative work, as well as, the authors and more relevant studies in this field and the tendencies of the marketing.

RESUMO O objetivo desta pesquisa foi analisar a atividade científica que tem girado em torno do marketing experiencial, com base numa Revisão Sistemática da Literatura cuja janela de observação foi o período entre 2000 e 2019. A equação de pesquisa resultou em 236 documentos em Scopus e 309 em Web of Science, que, uma vez refinados, resultaram num total de 522 documentos. Para visualizar as informações, foi utilizada a ferramenta VoSViewer que permitiu a representação das relações existentes, e o software Árvore da Ciência (ToS) foi utilizado para determinar a hierarquia genealógica da literatura científica. Os resultados mostram quais são os antecedentes, os temas de interesse para os acadêmicos, os países com mais trajetória de pesquisa na área e as redes de trabalho colaborativo, bem como os autores e estudos mais relevantes neste campo e as tendências do marketing.

Customer Experience Management for Cancer Patients in a Tertiary Hospital / 임상간호연구

PURPOSE: The purpose of this study was to investigate the effect of customer experience management on nursing service satisfaction of cancer patients and their intent to revisit the hospital and also to identify empathy ability of oncology nurses. METHODS: Participants were 376 cancer patients and 190 oncology nurses from a tertiary hospital in Korea. Cancer patients' satisfaction with nursing care and intent to continue using the hospital were measured and empathy of oncology nurses was measured using Empathy Construct Rating Scale. Data were analyzed using descriptive statistics, χ² test, t-test, one-way ANOVA and stepwise multiple regression analysis. RESULTS: Patient satisfaction with nursing care and intent to continue using the hospital were higher in patients who received the customer experience management program than those who did not. Oncology nurses' ability to empathize was high. Clinical career, participate in customer experience management and education level together explained 20% of variance in empathy ability of oncology nurses. CONCLUSION: Findings from this study confirm that customer experience management affects patient satisfaction with nursing service and intent to continue using the hospital. Further research is necessary to reaffirm the empathy ability of the oncology nurses and to identify the related various factors.