Clima organizacional y gestión de la calidad en la Universidad Mayor de San Andrés Caso: División de títulos y diplomas / Organizational climate and quality management at the Major University of San Andrés Case: Division of degrees and diplomas / Gestão do clima organizacional e da qualidade na principal Universidade de San Andrés Caso: Divisão de graus e diplomas

El propósito del trabajo fue determinar la relación existente entre el clima organizacional y la gestión de la calidad en la División de Títulos y Diplomas (DTD), unidad administrativa de la Universidad Mayor de San Andrés (UMSA), institución pública y autónoma, responsable de la formación académica profesional, investigativa y social en la ciudad de La Paz. Para ello se empleó una metodología cuantitativa y un diseño correlacional transaccional; se elaboraron tres escalas que fueron validadas y confiabilizadas para luego ser aplicadas a funcionarios y usuarios de la DTD (seleccionados a través de muestras probabilísticas simples y censal); se contó también con una guía de entrevistas. Los resultados arrojan que en la DTD se cuenta con un clima organizacional participativo en el que resaltan el liderazgo, el trabajo en equipo y una visión positiva sobre sueldos y prestaciones recibidas; como debilidades resaltan el ambiente físico de trabajo, el diseño de puestos de trabajo y el desarrollo de carrera. La certificación en gestión de calidad es la mayor fortaleza a lo que se suma la orientación al cliente; la debilidad en gestión de calidad está centrada en la planificación. Finalmente se determinó que, si bien ambas variables están conectadas, el comportamiento de una no obedece exclusivamente al comportamiento de la otra, por lo que se infiere que existen otras variables que inciden en ellas, entre estas el compromiso, la normativa general institucional y el trato mismo que dispensa el usuario al funcionario.

The purpose of the work was to determine the relationship between the organizational climate and quality management in the Degrees and Diplomas Division (DTD), an administrative unit of the Universidad Mayor de San Andrés (UMSA), a public and autonomous institution, responsible for professional, investigative and social academic training in the city of La Paz. For this, a quantitative methodology and a transactional correlational design were used; Three scales were developed that were validated and made reliable and then applied to officials and users of the DTD (selected through simple probabilistic samples and census); There was also an interview guide. The results show that the DTD has a participatory organizational climate in which leadership, teamwork and a positive vision of salaries and benefits received stand out; as weaknesses they highlight the physical work environment, job design and career development. Certification in quality management is the greatest strength to which customer orientation is added; the weakness in quality management is focused on planning. Finally, it will be concluded that, although both variables are connected, the behavior of one does not obey exclusively to the behavior of the other, so it is inferred that there are other variables that affect them, among them the commitment, the general institutional regulations and the same treatment that dispenses the user to the officer.

O objetivo do trabalho foi determinar a relação entre o clima organizacional e a gestão da qualidade na Divisão de Graus e Diplomas (DTD), unidade administrativa da Universidade Mayor de San Andrés (UMSA), instituição pública e autônoma, responsável pela gestão profissional, formação acadêmica investigativa e social na cidade de La Paz. Para tanto, utilizou-se uma metodologia quantitativa e um desenho correlacional transacional; foram desenvolvidas três escalas que foram validadas e tornadas confiáveis ​​e depois aplicadas a funcionários e usuários da DTD (selecionados através de amostras probabilísticas simples e censo); havia também um guia de entrevista. Os resultados mostram que o DTD possui um clima organizacional participativo em que se destacam a liderança, o trabalho em equipe e uma visão positiva dos salários e benefícios recebidos; os pontos fracos incluem o ambiente físico de trabalho, a concepção do trabalho e o desenvolvimento da carreira. A certificação em gestão da qualidade é o maior ponto forte ao qual se soma a orientação para o cliente; A fraqueza na gestão da qualidade está focada no planejamento. Por fim, determinou-se que, embora ambos ases variáveis estejam conectadas, o comportamento de uma não obedece exclusivamente ao comportamento da outra, pelo que se infere que existem outras variáveis que as afetam, incluindo o comprometimento, as regulamentações institucionais gerais e o mesmo tratamento que o usuário dá ao funcionário.

IMPACT OF CRM ON CUSTOMER SATISFACTION WITH REFERENCE TO PRIVATE SECTOR BANKS IN ERODE DISTRICT

After Privatization of Banking sector, the emergence of new banks and the intensity of competition among the banks has been drastically increased. Nevertheless, like olden days, banks are trying hard to source the new customers and to retain, satisfy the existing customer potential. This study was conducted to study whether CRM practice in Private banks impacts the level of customer satisfaction. For that purpose, studying the association between demographic prole of the respondent and level of satisfaction and analyzing the relationship between CRM dimensions and level of satisfaction were set as objectives. The researcher has collected 120 samples from the customers of HDFC and YES bank of Erode. The results of research analysis revealed that, CRM dimensions are positively correlated with customer satisfaction and it is required for the banks in several aspects.

AN ANALYSIS OF IMPACT OF COMPUTER BANKING SERVICES: A STUDY

The Online Banking Services are increasing day by day in the banking sector in India. In this paper aims to examine the Online Banking Services of the Banking Sectors in India. In this study used to collected data from primary and secondary sources which are collected from Bank Managers, Website and other sources. The Online Banking Services such as ATM-Automated Teller Machine, Personal Computer Banking, Phone Banking and Mobile Banking, Email Banking. The researcher concludes that through effective regulation, creating awareness of the Banking Customers.

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)

Dimensiones que caracterizan la lealtad de los clientes internos en servicios de salud

Introducción: La satisfacción de los integrantes de una organización de cualquier tipo y, en particular, de aquellas que prestan servicios médicos es un tema de mucho interés e importancia si de lograr altos niveles de satisfacción y, por ende, de lealtad de los pacientes y sus familiares se trata. Objetivo: Determinar las dimensiones y atributos para la satisfacción y lealtad del cliente interno en instituciones de salud en Barranquilla durante el año 2021. Método: Se realizó un estudio exploratorio descriptivo en instalaciones relacionadas con los servicios de salud en Barranquilla en 367 funcionarios (n=367) aunado con la revisión de la literatura correspondiente. Se aplicó un cuestionario con el fin de conocer las dimensiones y atributos antes mencionados. Los atributos fueron agrupados por eje de acuerdo a su mayor peso y sobre la base de esto fue definida el nombre de las dimensiones considerando diversos estudios realizados y la experiencia. Se realizaron pruebas para determinar fiabilidad y validez para la encuesta, así como pruebas de adecuación muestral. Se aplicó el análisis factorial y componentes principales. Resultados: El 79 % de la varianza total abarcó las dimensiones: trabajo en equipo, reconocimiento laboral, condiciones de trabajo y beneficios laborales. Se mostró una distribución de los atributos en las dimensiones capaz de explicar la situación en un alto nivel. Conclusiones: El cliente interno es factor clave en una organización, considerándose adecuados los atributos propuestos para la satisfacción y lealtad del mismo en instituciones de salud.

Introduction: Satisfaction of internal members of any organization, in particular those which provide medical services, is of a great interest and importance when it comes to achieve high levels of satisfaction and, therefore, loyalty of both patients and their families. Objective: To determine dimensions and attributes to get internal customer satisfaction and loyalty in health institutions in Barranquilla, throughout 2021. Method: An exploratory descriptive study was carried out in healthcare facilities in Barranquilla. The study was conducted in 367 health officials (n=367). Also it was carried out a review of related literature. It was applied a questionnaire to determine the dimensions and attributes. The attributes were grouped by axis according to those with widest impact and, based on this assess, the name of the dimensions was defined taken into account various previous studies and experiences. Factor and principal component analyses were applied. Results: The 79 % of the total variance covered the following dimensions: teamwork, job recognition, working conditions and work benefits. The attributes distributed in the dimensions can certify the high level found. Conclusions: The internal customer is a key factor in any institution, and the proposed attributes for customer satisfaction and loyalty in health institutions are considered adequate.

Introdução: A satisfação dos membros de uma organização de qualquer tipo e, em particular, daqueles que prestam serviços médicos é um tema de grande interesse e importância se pretendemos alcançar elevados níveis de satisfação e, portanto, de fidelização dos pacientes e seus parentes são tratados. Objetivo: Determinar as dimensões e atributos para a satisfação e lealdade do cliente interno em instituições de saúde em Barranquilla durante o ano de 2021. Método: Estudo descritivo exploratório realizado em instalações relacionadas a serviços de saúde em Barranquilla em 367 funcionários (n=367) juntamente com a revisão da literatura correspondente. Aplicou-se um questionário para conhecer as dimensões e atributos mencionados. Os atributos foram agrupados por eixo de acordo com seu maior peso e com base nisso foi definido o nome das dimensões considerando diversos estudos e experiências. Foram realizados testes para determinar a confiabilidade e validade da pesquisa, bem como testes de adequação da amostra. Aplicou-se análise fatorial e componentes principais. Resultados: 79% da variância total cobriu as dimensões: trabalho em equipe, reconhecimento do trabalho, condições de trabalho e benefícios do trabalho. Foi apresentada uma distribuição dos atributos nas dimensões, capaz de explicar a situação em alto nível. Conclusões: O cliente interno é um fator chave em uma organização, considerando adequados os atributos propostos para a satisfação e fidelização do mesmo nas instituições de saúde.

UNDERSTANDING THE INSURANCE LITERACY ROLE BEHIND THE PURCHASE OF INSURANCE: BEHAVIORAL STUDY OF INSURANCE PURCHASE DECISIONS OF WOMEN

Background of the Study: The extant literature on life insurance in India is mostly descriptive in nature, with a few empirical studies that have looked at literacy and awareness for the insurance and related terms among the women and resulting into insurance demand. In this context the impact of literacy or awareness on the behavior in insurance market has remained largely unexplored. Given the low levels of insurance penetration and its critical role in increasing financial wellbeing, it is important to understand the insurance purchase behaviors of Indians particularly women. There are several issues that are of interest, the level of financial literacy and awareness, the level of social influence in the purchase decision, understanding the motivations behind the purchase and understanding whether the existing insurance providers are meeting the needs of the consumer. So, this research work is aimed to explore the relative association in between the literacy for insurance and the purchase decision of working women. This is the primary motivation for this study. Research Methods: Universe of research work was the working women of public and private institutions of different organized sectors, but in order to conquer the research limitations may taken place just because of the wider geographical scope, the geographical scope for the present research was restricted up to the organized public and private sector institutions of Rajasthan, Delhi, Uttar Pradesh and Gujarat states of India. The responses derived from the duly filled questionnaires received from 2034 women working in different institutional setups were encoded and statistically analyzed to determine their literacy for insurance as motivating factor which drive them to purchase insurance. Testing of the significance or insignificance of the hypotheses was statistically performed through Ordinary Least Squares (OLS) Regression Test with Standard Errors (S.E.). Statistically it was confirmed that the relative a Experiential Conclusions: ssociation between the sector (Public and Private) of organization with which working women is associated and insurance literacy determinants significantly affect the working women's insurance purchase decisions and attitude. The empirical results drawn helped to recognize that there is peer need to work on developing effective insurance literacy interventions which can be driven through individual knowledge and skill and insurance company interventions.

A STUDY ON ASSOCIATION BETWEEN THE DEMOGRAPHICAL VARIABLES AND THE DIMENSIONS OF CRM IN PUBLIC SECTOR AND PRIVATE SECTOR BANKS IN KANYAKUMARI DISTRICT

The abstract entitled “A study on association between the demographical variables and the dimensions of CRM in public sector and Public Sector banks in Kanyakumari District” was undertaken to find out the association between the demographical variables and the dimensions of CRM in public sector and Public Sector banks in Kanyakumari District. This study provides a step in understanding the existing customer relationship management practices in banks in the public sector and private sector banks. This study is an example of the knowledge that can be gained in understanding the effectiveness of customer relationship management strategies in the banking sector, the customer relationship management is one such tool which helps in meeting the customer's expectations according to their changing needs. The study is a descriptive one. Primary data collected with the help of structured questionnaire administrated to Customers of Private and Public Sector Banks at Kanyakumari District. 335 respondents were selected by adopting simple random sampling using lottery method. The Data is collected from the top two banks (Private Sector and Public Sector Banks). The collected data were analyzed by using relevant statistical techniques like Mean Score, ANOVA, Factor analysis, Multiple Regression, Structural Equation Modelling using AMOS. This study is an example of the knowledge that can be gained in understanding the effectiveness of customer relationship management strategies in the banking sector, the customer relationship management is one such tool which helps in meeting the customer's expectations according to their changing needs

IMPACT OF EMOTIONAL BRANDING AND CUSTOMER LOYALTY OF CONSUMERS TOWARDS NESTLE FOOD PRODUCTS IN INDIA: AN ANALYSIS

Nestle food products have been dominating the food industry and ruling the heart of Indians for long. This study is an attempt to understand the impact of emotional branding and customer loyalty of consumers towards such food products. In today's world, marketers have been extensively using emotional branding to create an impact and this study will help us to the situation better

Legitimidad de los operadores móviles en los usuários de Medellín, Colombia: aproximación teórica y empírica / Legitimacy of mobile operators in Medellín, Colombia, users: theoretical and empirical approach / Legitimidade das operadoras móveis entre os usuários em Medellín, Colômbia: uma abordagem teórica e empírica

RESUMEN El objetivo de este artículo es medir la percepción de la legitimidad de los operadores móviles por parte de los usuarios de Medellín, Colombia, partiendo de un modelo teórico sustentado en la relación entre las dimensiones cognitiva, moral y pragmática de la legitimidad. Los datos se obtuvieron de una encuesta a una muestra de 1.094 usuarios de telefonía móvil de la ciudad. El modelo se validó utilizando el Análisis Factorial Confirmatorio. Los hallazgos muestran que la legitimidad cognitiva, moral y pragmática de los usuarios de los servicios de los operadores móviles están relacionadas, de donde se infiere que los operadores deben desarrollar estrategias comunicativas considerando todas las dimensiones de la legitimidad para tener una mejor aceptación de sus clientes. CLASIFICACIÓN JEL 120; 18

AВSTRACT The aim of this paper is to measure the perception of the legitimacy of mobile operators by the users of Medellín, Colombia, founding from a theoretical model based on the relationship between the cognitive, moral, and pragmatic dimensions of legitimacy The data was obtained from a survey of a sample of 1,094 mobile phone users from the city The model was validated using Confirmatory Factor Analysis. The findings show that the cognitive, moral, and pragmatic legitimacy of the users of the services mobile operators are related, from which it is inferred that the operators must develop communication strategies considering all the dimensions of legitimacy to have a better acceptance of their customers. JEL CLASSIFICATION 120; 18

RESUMO O objetivo deste artigo é medir a perceção da legitimidade das operadoras móveis pelos usuários em Medellín, Colômbia, com base em um modelo teórico baseado na relação entre as dimensões cognitiva, moral e pragmática da legitimidade. Os dados foram obtidos de uma pesquisa com uma amostra de 1.094 usuários de telefones celulares na cidade. O modelo foi validado utilizando a Análise Confirmativa de Fatores. As conclusões mostram que a legitimidade cognitiva, moral e pragmática dos usuários de serviços das operadoras móveis está relacionada, da qual se deduz que as operadoras devem desenvolver estratégias comunicativas considerando todas as dimensões de legitimidade para ter uma melhor aceitação por parte de seus clientes. CLASSIFICAÇÃO JEL 120; 18

Factores que cuantifican la percepción de calidad en el servicio al cliente en un restaurante mexicano / Factors that quantify the perception of quality in customer service in a Mexican restaurant

Resumen Una de las industrias más destacadas de la economía mexicana es la restaurantera. Su importancia, debido a su número de empresas, creación de empleos y emprendimientos, ha ocasionado que se genere un alto índice de competitividad. Esto provoca que se busquen estrategias para mejorar la calidad del servicio que ofrecen, con el propósito de retener y atraer clientes. El objetivo de este trabajo fue identificar los factores que conforman la percepción de la calidad en el servicio en un restaurante mexicano. Para ello, se utilizó el instrumento DINESERV, mediante un enfoque cuantitativo y un análisis factorial confirmatorio. Los resultados mostraron que el instrumento DINESERV es válido para restaurantes mexicanos. Asimismo, se detectaron los factores que integran el servicio al cliente, enfatizando los aspectos de tangibilidad, confiabilidad, respuesta y empatía. Características como personal competente y con experiencia, tener siempre presente los intereses del cliente y la apariencia de la vestimenta y limpieza del personal de servicio son elementos clave para que el restaurante genere mayor satisfacción en sus clientes.

Abstract One of the most prominent industries in the Mexican economy is the restaurant industry. Its importance, due to the number of companies, job creation and business ventures, has caused a high competitiveness index to be generated. This causes the search of strategies to be sought to improve the quality of the service they offer, in order to retain and attract customers. The objective of this work was to identify the factors that comprise service quality perception in a Mexican restaurant. For that purpose, we employed the DINESERV instrument, through a quantitative approach and a confirmatory factor analysis. Results showed that the DINESERV instrument is valid for Mexican restaurants. Likewise, the factors that make up customer service were identified, emphasizing the aspects such as tangibility, reliability, response and empathy. Factors such as competent and experienced staff, always keeping in mind the interests of the client, the appearance of the service personnel´s clothing and cleanliness are key elements for the restaurant to generate greater satisfaction in its customers.

Implications of Valúe Creation for Customers of Social Firms in the Service Sector in México / Implicaciones de la Creación de Valor para los Clientes de las Empresas Sociales del Sector Servicios en México / Implicações da Criação de Valor para Clientes de Empresas Sociais no Setor de Serviços no México

Abstract Introduction: While social enterprises meet human needs and create social value, they need to focus on value creation, customer satisfaction, and loyalty, as they can facilitate the generation of long-term relationships with the social enterprise and its survival. Objective: This research explores the effect of life purpose on customer value creation and its influence on satisfaction and loyalty among customers of social firms operating in the service sector in two Mexican cities, Puebla and Jalapa, both located in the Centre-East of Mexico. Materials and methods: An explanatory and cross-sectional investigation was conducted with 392 active customers. Structural equation modelling was used treating all variables as latent. Results: It was found that purpose in life was a significant and positive antecedent of customer value creation. In addition, customer value creation had a substantial effect on customer satisfaction and loyalty. Conclusions: The findings have implications for understanding the complexity of value creation in social firms focused on the delivery of services and the nature and dimensionality of customer value creation for social enterprises and its positive impact on customer retention. The results can help academics and social enterprises to develop better strategies to meet the needs of consumers belonging to vulnerable groups.

Resumen Introducción: Si bien las empresas sociales satisfacen las necesidades humanas y crean valor social, necesitan enfocarse en la creación de valor, la satisfacción y la lealtad del cliente, ya que pueden facilitar la generación de relaciones a largo plazo con la empresa social y su supervivencia. Objetivo: Esta investigación explora la influencia del propósito de vida en la creación de valor para el cliente y su influencia en la satisfacción y lealtad de los clientes de empresas sociales que operan en el sector de servicios en dos ciudades mexicanas, Puebla y Jalapa, ambas ubicadas en el centro-este de México. Materiales y Métodos: Se realizó una investigación explicativa y transversal con 392 clientes activos. Se utilizó un modelo de ecuaciones estructurales tratando todas las variables como latentes. Resultados: Se descubrió que el propósito en la vida era un antecedente positivo y significativo de la creación de valor para el cliente. Además, la creación de valor para el cliente tuvo una influencia significativa en la satisfacción y lealtad del cliente. Conclusiones: Los hallazgos tienen implicaciones para comprender la complejidad de la creación de valor en las firmas sociales enfocadas en la provisión de servicios y la naturaleza y dimensionalidad de la creación de valor para el cliente para empresas sociales y su impacto positivo en la retención de clientes. Los resultados pueden ayudar a académicos y empresas sociales a desarrollar mejores estrategias para la atención de las necesidades de compradores pertenecientes a grupos vulnerables.

Resumo Introdução: Embora as empresas sociais atendam às necessidades humanas e criem valor social, elas precisam concentrar-se na criação de valor, na satisfação do cliente e na lealdade, pois podem facilitar a geração de relacionamentos de longo prazo com a empresa social e sua sobrevivência. Objetivo: Esta pesquisa explora a influência do propósito de vida na criação de valor para o cliente e sua influência na satisfação e lealdade de clientes de empresas sociais que operam no setor de serviços em duas cidades mexicanas, Puebla e Jalapa, ambas localizadas no centro-leste do México. Materiais e métodos: Foi realizada uma investigação explicativa e transversal com 392 clientes ativos. Foi utilizado um modelo de equações estruturais, tratando todas as variáveis como latentes. Resultados: O propósito de vida foi considerado um antecedente positivo e significativo para a criação de valor para o cliente. Além disso, esta última variável teve uma influência significativa na satisfação e lealdade do cliente. Conclusões: Os resultados têm implicações para a compreensão da complexidade da criação de valor em empresas sociais que operam no setor de serviços e a natureza e dimensionalidade da criação de valor para o cliente para empresas sociais e seu impacto positivo na retenção de clientes. Os resultados podem ajudar acadêmicos e empresas sociais a desenvolver melhores estratégias para pertencentes a grupos vulneráveis.

La relación entre la calidad en el servicio, satisfacción del cliente y lealtad del cliente: un estudio de caso de una empresa comercial en México / The relationship between service quality, customer satisfaction, and customer loyalty: A case study of a trading company in Mexico

Resumen La calidad en el servicio se considera una alternativa para que las empresas puedan obtener una ventaja competitiva y sostenible en un entorno económico globalizado. Las pequeñas y medianas empresas deben ofrecer una mayor calidad en el servicio que las empresas grandes, y así obtener la preferencia de los clientes. El objetivo de este estudio fue identificar la relación entre la variable calidad en el servicio y las variables satisfacción del cliente y lealtad del cliente. Se utilizó el coeficiente de correlación de Spearman y un método estadístico basado en análisis factorial exploratorio que apunta a extraer la varianza máxima del conjunto de datos dentro de cada factor. Los resultados permitieron observar una correlación altamente significativa, positiva y fuerte de la variable de calidad en el servicio con satisfacción del cliente (r = 0.820) y lealtad del cliente (r = 0.803). Un hallazgo importante también fue la asociación entre la dimensión aspectos tangibles con las variables satisfacción del cliente (r = 0.910) y lealtad del cliente (r = 0.919). Por otro lado, en el análisis factorial, a través de la varianza total explicada, se observó que el autovalor es superior a 1 en los cinco primeros casos, donde el porcentaje de la varianza alcanza un valor máximo de 54.886 % en su primer factor. Entonces, con cinco factores se consigue explicar un 73.713 % de la varianza de todos los datos originales. El estudio presentó la limitación de su aplicación en solo una empresa. Se confirmó que a través de una mejor atención y servicio al cliente, la calidad en el servicio constituye una excelente herramienta para la rentabilidad y sostenibilidad de la empresa.

Abstract Service quality is considered an alternative for companies to obtain a competitive and sustainable advantage in a globalized economic environment. Small and medium-sized enterprises must offer a higher quality of service than large companies, and thus obtain customer preference. The objective of this study was to identify the relationship between service quality variable and the customer satisfaction and customer loyalty variables. Spearman's correlation coefficient was used, and a statistical method based on exploratory factor analysis, aiming to extract the maximum variance of the data set within each factor. The results allowed observing a highly significant, positive, and strong correlation, with values of r = 0.820 and r = 0.803, between the variables of service quality, customer satisfaction, and customer loyalty. An important finding was the association between the tangible aspects dimension with the customer satisfaction and customer loyalty variables, with values of r = 0.910 and r = 0.919, respectively. On the other hand, in the factor analysis, through the explained total variance, it was observed that the eigenvalue is greater than 1 in the first five cases, where the percentage of the variance reaches a maximum value of 54.886 % in its first factor. Then, with five factors, 73.713 % of the variance of all the original data is explained. The study presented the limitation of its application in only one company. It was confirmed that, through better customer care and service, service quality constitutes an excellent tool for the profitability and sustainability of the organization.

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.

Evaluating pharmaceutical marketing knowledge and attitude among medical representative in Mumbai City: A quantitative study

Medical representatives are important members of pharmaceutical companies. They are hired based on some specificcriteria like basic knowledge about clinical, pharmaceutical marketing, and selling skills which are suitable to interactwith healthcare providers. They provide drug’s information to healthcare professionals and help pharmaceuticalcompanies to generate the sales. After hiring for medical representative, companies provide training on many aspects.Along with scientific research knowledge, they often need to be updated and well versed with pharmaceuticalmarketing knowledge. For success of any medical representative, sound knowledge of pharmaceutical marketingis necessary. Knowledge and attitude regarding pharmaceutical marketing need to be ascertained by medicalrepresentative from time to time. Evaluation about the same was the main focus of this study. This was an exploratorystudy that involved both primary research with the help of research survey and secondary research. Target samplewas medical representatives working in various pharmaceutical companies. From the above survey, majority of themedical representatives felt that basics of pharmaceutical marketing knowledge are necessary for successful detailingand that will help them to increase sales. Adding to this, they also mentioned that they were only trained on how to readout the matter to healthcare professionals. Moreover, there are many basic pharmaceutical marketing concepts whichare needed for better understanding and successful detailing.

Impacts of menu information quality and nutrition information quality on technology acceptance characteristics and behaviors toward fast food restaurants' kiosk

BACKGROUND/OBJECTIVES: With the advances in technologies, self-service kiosks at foodservice operations are becoming a new way of service provision. This study examined the relationships among the menu information quality, nutrition information quality, technology acceptance characteristics, and customer behavioral intention toward the kiosks in fast food restaurants.SUBJECTS/METHODS: A survey with a self-administered method was distributed online and offline. The sample consisted of customers who had used the kiosks at fast food restaurants in the last six months prior to the survey. The study hypotheses were tested by applying structural equation modeling.RESULTS: Structural equation modeling revealed the positive impacts of menu information quality and nutrition information quality, technology acceptance characteristics, and behavioral intention toward kiosks at fast food restaurants. On the other hand, one hypothesis (Hypothesis 4) on the impact of nutrition information quality on the perceived usefulness was rejected.CONCLUSION: The study is the first to investigate nutrition and menu information at foodservice kiosks and relate them to technology acceptance. The study is very timely and adequate in the time of the 4th industrial revolution. The critical importance of the presentation of nutrition information and menu information at the kiosks at fast food restaurants was verified. The academic and industrial implications of the study findings were discussed.

Analysis of Customer Requirements and Technical Requirements for Inpatients at Bhayangkara Hospital, Kendari City

@#Introduction: The number of inpatient visiting the Bhayangkara Level III Hospital in Kendari City in 2016 was 2322 people, in 2017 there were 3611 people, in 2018 there were 3488 people and from January to November 2019 there were 4243 people. Methods: This research uses descriptive analysis method with a quantitative approach. This research is a case study of the service quality of the Bhayangkara Level III Kendari Hospital. In this study, the sample was taken using simple random sampling technique, in which each element was selected randomly. Results: There are 25 customer requirements for services in the Inpatient Installation of Bhayangkara Hospital, Kendari City which can be categorized into 8 dimensions of service quality according to Brown with priority order based on the level of importance (Tke), namely: 1) Safety Dimensions (98.6%); 2) Dimensions of Interpersonal Relations (98.6%); 3) Dimensions of Continuity (97.1%); 4) Dimension of Effectiveness (97.1%); 5) Efficiency Dimension (97.1%); 6) Dimension of Convenience (97.1%); 7) Dimensions of Access to Services (92.9%) and 8) Dimensions of Officer Competence (92.9%). Conclusion: According to the results of this research it is found that nurses did not take special time to communicate with patients. The officers were warm to patients, doctors always heard complaints and stories of patients, pharmacy officers always prayed for patients to get well soon.

Determinants of customer loyalty in the banking industry: A comparative study of private and govt sector banks in Trichy district / 国际药学研究杂志

The Banking industry is the backbone of every economy and has a major role to play in the wellbeing of a nation. The competition in the banking sector is so severe that the banks are finding it very difficult to increase their market share. Acquiring customers as well as retaining them is a big challenge faced by them. Banks have to capitalize on service delivery so as to ensure customer satisfaction and customer loyalty. Therefore, the banks have to formulate clear strategies in meeting the dynamic customer demands and ensuring customer satisfaction. The objective of this research is to ascertain factors influencing customer loyalty amongst the banking customers in Trichy District. Descriptive research was carried out in identifying the problems as well as developing the concepts of this research. A total of the sample size of this research is 420 customers. Various research tools like Cronbach’s alpha test, ANOVA, correlation, and a weighted arithmetic mean were employed in this study. The research found that Brand awareness and Perceived Quality are the strongest factors in generating brand loyal customers. These factors have a greater role in modern day banking to ensure customer satisfaction and provide the edge over the competitors.

Effects of Compassion Competence and Organizational Commitment on Customer Orientation in Hospital Nurses / 임상간호연구

PURPOSE: This study aimed to examine the effects of compassion competence and organizational commitment on customer orientation in hospital nurses. METHODS: The participant of this study was 223 nurses who have worked at a tertiary hospital in Chungcheong Province for at least one year. The general characteristics, compassion competence, organizational commitment, and customer orientation of the participants were collected, using self-reported questionnaires, from June 15 to June 29, 2018. The data were analyzed by descriptive statistics, independent t-test, ANOVA (Scheffé test), Pearson's correlation coefficient, and multiple regression using an SPSS/WIN 22.0 program. RESULTS: Customer orientation was significantly associated with organizational commitment (r=.51, p<.001), and compassion competence (r=.74, p<.001). Compassion competence (β=.62, p<.001), organizational commitment (β=.17, p=.004), and marital status (β=.11, p=.034) were identified as the predictors of customer orientation. These variables explained 59.1% of the variance in customer orientation. CONCLUSION: This study confirmed that compassion competence and organizational commitment may have an impact on customer orientation in hospital Nurses. Therefore, to improve customer orientation in hospital nurses, it is necessary to develop interventions and education programs considering these factors.

The role of customer service manual on workplace emotional burden in nationwide cross sectional study

BACKGROUND: We aim to discuss the overall effect of customer service manual (CSM) on service industry workers using Korean Working Condition Survey. METHODS: Out of 50,007 total survey participants, 11,946 customer service workers were included in the current study (5613 men, 6333 women). Answers to survey questions were used to define the use of CSM, emotional burden, emotional dissonance, engaging angry customers and other covariates. Emotional burden included either depressive event or stress level. Odds ratio (OR) with 95% confidence interval (95% CI) of experiencing emotional burden was calculated by logistic regression model. Interaction effect between CSM and engaging angry customer on emotional burden was also estimated. RESULTS: Out of 11,946 subjects, total of 3279 (27.4%) have experienced emotional burden. OR (95% CI) of experiencing emotional burden was 1.40 (1.19–1.64) in men and 1.25 (1.09–1.44) in women. There was gender difference in interaction effect between the use of CSM and engaging angry customers. In men, OR (95% CI) was 3.16 (1.38–7.23) with additive effect when always engaging angry customers with CSM compared to rarely engaging without CSM, while in women OR (95% CI) was 8.85 (3.96–19.75) with synergistic effect. Moreover, the risk of depressive event increased only in women with OR (95% CI) 2.22 (1.42–3.48). CONCLUSIONS: Our current study highlighted association between emotional burden and CSM in both men and women service workers. Furthermore, women were affected more severely by CSM. The results from current study suggest that CSM should be changed appropriately to benefit workers.

Influence of Ordering Kiosk Nutrition Information Transparency and Information Quality on the Customer Behavioral Intention in Fast Food Restaurants

This study examined the perception and behavior of fast food restaurant customers toward ordering kiosk nutrition information. Specifically, the influence of nutrition information transparency and information quality on behavioral intention and revisit intention were identified. In addition, the difference in the nutrition information transparency and information quality was analyzed according to the health consciousness of the customers. The study employed a self-administered survey that was distributed both online and offline from November 8~22, 2018. The sample of the study was customers who had experienced ordering from the kiosk in a fast food restaurant in the six months prior to taking the survey. A total of 250 (98.0%) respondents completed the survey, which was used for data analysis. As a result, there was a significant relation between transparency and nutrition information quality (P<0.001). The higher the visibility and inferability of the nutrition information, the better the nutrition information quality. Nutrition information quality has a significant impact on the levels of customer satisfaction and revisit intention (P<0.001). For the differences in the transparency and nutrition information quality by health consciousness of customers, the results indicated that groups with high health consciousness (3.74 or higher) perceived a higher transparency and nutritional information quality than those with a lower health consciousness. These findings can form the basis of a strategy in developing nutrition information of ordering kiosks in restaurants. In addition, it can be applied to academia and industry.