Análisis de la relación entre la comunicación integrada de marketing y la satisfacción del cliente. El caso Mcdonald’s.
Palabras clave:
Comunicación Integrada de Marketing, interactividad, coherencia del mensaje, satisfacción del clienteResumen
La comunicación integrada de marketing (CIM) es un concepto que ha atraído gran interés y atención por parte de los académicos y de los profesionales del marketing. Sin embargo, la mayor parte de los estudios existentes se basa sobre la perspectiva organizativa, siendo la CIM percibida por el consumidor una de las lagunas de investigación más destacadas. Por tanto, este trabajo aborda la CIM desde la perspectiva del consumidor y se propone la consecución de un objetivo clave: determinar si la CIM contribuye a la obtención de una mayor satisfacción del cliente, que representa una variable crucial para el éxito de una empresa en el mercado actual. Para cumplir el objetivo propuesto, se llevó a cabo una encuesta online, de la que se obtuvo una muestra final de 252 clientes de la marca McDonald’s. El análisis de los resultados permitió demostrar una relación positiva y significativa entre la coherencia del mensaje y la interactividad, dos dimensiones clave de la CIM, y la satisfacción del cliente. Finalmente, el trabajo propone una serie de implicaciones y futuras líneas de investigación.
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