Marketing experiencial y competitividad empresarial: revisión sistemática

Abstract

La investigación presenta una revisión sistemática sobre el marketing experiencial y su relación con la competitividad empresarial. El estudio tiene como objetivo determinar los aspectos teóricos de las dimensiones del marketing experiencial que se asocian a la competitividad empresarial, proporcionando una mejor comprensión de la experiencia vivida por los consumidores, como una herramienta del marketing; a través de las emociones, y su relación con la competitividad de las organizaciones, determinando. La metodología usada es la revisión sistemática de investigaciones indexadas en revistas científicas, los criterios de inclusión abordan la temporalidad de las investigaciones 2015-2022. Se concluye que el marketing experiencial oferta vivencias favorables de impacto a los consumidores, fortaleciendo la relación con el consumidor mediante un efecto diferenciador, proporcionado por el accionar en las dimensiones; sensaciones, sentimientos, pensamientos, actuaciones y relaciones. El hallazgo principal devela que la aplicación de las estrategias de marketing experiencial impacta indirectamente en la competitividad empresarial usando como variables mediadoras al correcto uso de los recursos, las acciones de mercadeo innovadoras que reditúan en la satisfacción y retención del consumidor, y finalmente la rentabilidad.

Author Biographies

María del Pilar Miranda-Guerra

Coordinadora de Carrera de Administración y Marketing. Universidad Privada del Norte, (Cajamarca, Perú). Email: maria.miranda@upn.edu.pe ORCID: https://orcid.org/0000-0002-0284-9791

Saraí Samán-Chingay

Docente Tiempo completo de la Facultad de Negocios. Universidad Privada del Norte, (Cajamarca, Perú). Email: sarai.saman@upn.edu.pe ORCID: https://orcid.org/0000-0001-5322-1497

Hugo Alberto Benzaquen-Hinope

 Docente Tiempo Completo. Universidad Tecnológica del Perú, (Cajamarca, Perú). Email: c14071@utp.edu.pe ORCID: https://orcid.org/0000-0001-9001-1405

Rosse Marie Esparza-Huamanchumo

Docente Investigadora de la Facultad de Administración Hotelera, Turismo y Gastronomía. Universidad San Ignacio de Loyola, (Lima, Perú). Email: resparza@usil.edu.pe ORCID: https://orcid.org/0000-0002-1278-6720 - Autor corresponsal.

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Published
2023-12-06
How to Cite
Miranda-Guerra, M. del P., Samán-Chingay, S., Benzaquen-Hinope, H. A., & Esparza-Huamanchumo, R. M. (2023). Marketing experiencial y competitividad empresarial: revisión sistemática. Revista Venezolana De Gerencia, 28(10), 1386-1401. https://doi.org/10.52080/rvgluz.28.e10.31

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