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

Author

Listed:
  • Arturo Cárdenas-Figueroa

Abstract

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 disenar 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.

Suggested Citation

  • Arturo Cárdenas-Figueroa, 2019. "Teoría de modelos mentales y el constructo experiencia de marca: un estudio de caso en una escuela de negocios chilena," Estudios Gerenciales, Universidad Icesi, vol. 35(152), pages 301-312, September.
    • Handle: RePEc:col:000129:017562
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    More about this item

    Keywords

    teoría de modelos mentales; heurísticas; escuela de negocios; experiencia de marca; análisis narrativo;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

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