Analysis of customer loyalty in automotive workshops with the application of the customer Journey Map Method
This article highlights the lack of understanding among automotive workshop managers and owners regarding customer behavior, as well as the absence of effective programs or communication in customer service processes. The use of the Customer Journey Map is proposed as a strategic tool to achieve cus...
| Autores: | , , |
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2025 |
| País: | Ecuador |
| Recursos: | Universidad Técnica Estatal de Quevedo |
| Repositório: | Revista InGenio |
| Idioma: | espanhol |
| OAI Identifier: | oai:revistas.uteq.edu.ec:article/771 |
| Acesso em linha: | https://revistas.uteq.edu.ec/index.php/ingenio/article/view/771 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Customer Journey Map fidelización cliente talleres automotrices satisfacción loyalty customer automotive workshops satisfaction |
| Resumo: | This article highlights the lack of understanding among automotive workshop managers and owners regarding customer behavior, as well as the absence of effective programs or communication in customer service processes. The use of the Customer Journey Map is proposed as a strategic tool to achieve customer loyalty and recommendation by analyzing the customer's interaction with the level of service fulfillment in the automotive service. An approach is described that includes creating a customer empathy map and a qualitative-experimental design in communication channels. Additionally, surveys based on the Customer Journey (CX) are used to analyze perceptions and emotions, establishing levels of fulfillment in relation to customer interactions. The ultimate goal is to optimize customer loyalty by identifying improvement points that increase customer satisfaction, turning them into loyal customers. |
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