Administración estratégica del service-dominant logic en el neurodiseño de un servicio de gestión y cartas virtuales de restaurantes

Daniel  Puente Berdasco; Carlos  Pinilla Díaz; Juan Felipe  Guzmán

doi:10.22490/25392786.4550

Vol. 10 No. 1 (2021)

Published 2021-02-26

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Artículo de Investigación

Strategic administration of the Service-Dominant Logic in the Neurodesign of a Management Service and Virtual Letters of Restaurants

DOI: https://doi.org/10.22490/25392786.4550

Daniel Puente Berdasco Universidad EAN

Carlos Pinilla Díaz Corporación Universitaria de Dios

Juan Felipe Guzmán Universidad Metropolitana de Educación, Ciencia y Tecnología

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Abstract
References

Introducción: Avanzar en materia de diseño de servicios se ha convertido en una necesidad imperante para las empresas que buscan ofrecer a sus clientes opciones cada vez más innovadoras que los vincule emocionalmente a sus propuestas y los fidelice. Metodología: Esta investigación tiene como objetivo identificar la importancia de utilizar los avances científicos y tecnológicos en el diseño de servicios, enfatizando en la conexión emocional con el usuario que proveen filosofías de diseño como la ingeniería Kansei y el design thinking. Resultados: Con la aplicación práctica, basada en el uso del eye-tracking y los diferenciales semánticos, se logra evidenciar que los avances tecnológicos, adecuadamente enfocados al diseño de servicio, facilitan el conocimiento del cliente y por ende el desarrollo de soluciones más ajustadas a sus necesidades.

keywords: service design, Kansei engineering, semantic differential, eye-tracking, design thinking, strategic management

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How to Cite

Puente Berdasco , D. ., Pinilla Díaz, C. ., & Guzmán , J. F. . (2021). Strategic administration of the Service-Dominant Logic in the Neurodesign of a Management Service and Virtual Letters of Restaurants. Revista Estrategia Organizacional, 10(1). https://doi.org/10.22490/25392786.4550

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