Condiciones de Omnicanalidad en un Sector Empresarial de Colombia
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.7405Palabras clave:
Marketing, innovación, administración de negociosResumen
El propósito de la investigación es indagar acerca del cumplimiento de las condiciones de omnicanalidad en consumidores y en micronegocios del sector de alimentos procesados en el área metropolitana de Medellín, a partir del estudio del cumplimiento de condiciones enmarcadas en tres componentes: canales de las ventas, los modelos de marketing y la cadena de suministro, con la transversalidad de la digitalización. Para ello se utiliza una metodología de investigación combinada, donde el primer método es cuantitativo, aplicando un instrumento de encuesta a consumidores, relacionado con las condiciones de la omnicanalidad; el segundo es cualitativo, con enfoque descriptivo y no experimental analizando 5 estudios de casos de micronegocios. Entre los principales resultados se encuentra que los micronegocios no son 100% omnicanales, pero se conoce la multicanalidad, que no es la misma, pero es parte de ella, y se percibe de forma positiva el almacenamiento de datos, además, los consumidores no son omnicanales y no conocen diversos conceptos de integración digital de ésta estrategia en el sector estudiado; sin embargo los consumidores perciben que la analítica de los datos proporcionados y su integración pueden mejorar la percepción de beneficios, incentivos y satisfacción de los clientes, fomentando fidelización y crecimiento de los micronegocios.
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