info:eu-repo/semantics/bachelorThesis
Aplicación del neuromarketing sensorial en el caso del cliente interno de las empresas del sector servicios especializados en call center durante los años 2017 al 2020 en Colombia
Autor
Pajarito-Leguizamón, Leidy-Paola
Fonseca-Velásquez, Karen-Gissella
Institución
Resumen
This work focuses on carrying out a research process where the needs of the internal client
are determined, especially those who work in the provision of call center services in the city
of Bogotá, Colombia. To carry out this research, the general history of sensory
neuromarketing was identified, where it is evident that most of these criteria reflected only
the loyalty and recruitment of external clients, leaving aside the human talent of companies;
Likewise, different endomarketing models are evidenced as an innovative strategy that seeks
to improve relations between managers and subordinates, giving priority to the internal client
and in the same way fostering their motivation and commitment. Quantitative surveys are
carried out to employees of call center organizations such as Metis and Scotiabank Colpatria
where certain disagreements are evident, especially with economic remuneration because
most of the personnel have higher education, which is the main topic of a great staff turnover.
According to the above, a plan based on the main science is developed that bases the research
with the objective of increasing job satisfaction and personal and professional growth of
organizations.
Keywords: S