Teoría de modelos mentales y el constructo experiencia de marca: un estudio de caso en una escuela de negocios chilena

Palabras clave: teoría de modelos mentales, heurísticas, escuela de negocios, experiencia de marca, análisis narrativo

Resumen

Se busca aplicar, por primera vez, la teoría de modelos mentales semánticos al servicio educativo de una escuela de negocios chilena. Un estudio cualitativo (focus group, análisis narrativo) permite diseñar una encuesta aplicada a 200 alumnos de pregrado, para describir su experiencia de servicio y su disposición a recomendar la marca. El resultado es un constructo del que se infiere un modelo mental de diversidad y excelencia, relacionado positivamente con la disposición a recomendar la marca. El constructo varía según la edad. Se exploran relaciones entre modelo mental y experiencia de marca. Se sugiere que, para aumentar las recomendaciones, el esfuerzo gerencial en las escuelas de negocios podría apuntar a lograr experiencias de consumos coherentes y no solo agradables.

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Publicado
2019-09-30
Cómo citar
Cárdenas-Figueroa., A. (2019). Teoría de modelos mentales y el constructo experiencia de marca: un estudio de caso en una escuela de negocios chilena. Estudios Gerenciales, 35(152), 301-312. https://doi.org/10.18046/j.estger.2019.152.3370
Sección
Artículo de investigación