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Análisis Competitivo por parte de los talleres de servicio automotriz, mediante el uso del valor percibido por el cliente

Author

Listed:
  • Jaime Baby Moreno
  • Juan Fernando Uribe Arango

Abstract

Este artículo trata del uso del Valor Percibido por el Cliente (VPC) como herramienta para el análisis competitivo por parte de talleres de reparación y mantenimiento automotriz. Se muestra cómo se determinan tanto la importancia relativa de los atributos que los compradores tienen en cuenta para evaluar el desempeno de un taller automotriz, como la evaluación de desempeno, realizada por los compradores de los “Talleres de los concesionarios” y de aquellos que son propiedad de individuos. Posteriormente, se ilustra la manera como unos y otros visualizan su posición competitiva. También muestra la brecha entre los valores ideales esperados y los percibidos por el mercado, la cual se constituye en una especie de “mapa” de oportunidades para las firmas actualmente presentes en el mercado y para nuevos participantes.

Suggested Citation

  • Jaime Baby Moreno & Juan Fernando Uribe Arango, 2015. "Análisis Competitivo por parte de los talleres de servicio automotriz, mediante el uso del valor percibido por el cliente," Revista Ad-Minister, Universidad EAFIT, June.
    • Handle: RePEc:col:000475:013321
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    File URL: http://publicaciones.eafit.edu.co/index.php/administer/article/view/2812
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    References listed on IDEAS

    as
    1. Andreas Eggert & Wolfgang Ulaga, 2002. "Customer perceived value: a substitute for satisfaction in business markets?," Post-Print hal-00484980, HAL.
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    More about this item

    Keywords

    valor percibido por el cliente; vpc; análisis competitivo; oportunidades de mercado; taller automotriz; vehículos;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L62 - Industrial Organization - - Industry Studies: Manufacturing - - - Automobiles; Other Transportation Equipment; Related Parts and Equipment

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