Índice compuesto de experiencia del cliente para evaluar mejoras en servicios deportivos

César Hernán Norabuena-Mendoza; Silvia Isabel  Figueroa Quito; Eva Delfina  Zarzosa-Márquez; Carlos Humberto   Chunga Antón; Jorge Luis   Tandaypan Salazar

doi:10.47606/ACVEN/PH0396

Authors

César Hernán Norabuena-Mendoza Universidad Santiago Antúnez de Mayolo-Perú https://orcid.org/0000-0001-9832-5126
Silvia Isabel Figueroa Quito Universidad Santiago Antúnez de Mayolo-Perú https://orcid.org/0000-0003-2986-4809
Eva Delfina Zarzosa-Márquez Universidad Santiago Antúnez de Mayolo-Perú https://orcid.org/0000-0002-8041-5227
Carlos Humberto Chunga Antón Universidad Santiago Antúnez de Mayolo-Perú https://orcid.org/0000-0002-8131-6685
Jorge Luis Tandaypan Salazar Universidad Santiago Antúnez de Mayolo-Perú https://orcid.org/0000-0002-4491-4379

DOI:

https://doi.org/10.47606/ACVEN/PH0396

Keywords:

Customer, Experience, Index, Sports Services

Abstract

Nowadays, customer experience (CX) is a strategic factor for differentiating and driving the success of service organizations, as it encompasses satisfaction, loyalty, and perceived value within a single framework. In this case, the objective of the study was to construct, validate, and implement the Composite Customer Experience Index (CCEI) to evaluate the perceived quality in sports-related services. The ICEC is conceived as a composite index that, from a holistic approach, integrates relevant experience factors to represent satisfaction and loyalty. Additionally, the effect of an intervention inspired by the Blue Ocean Strategy was evaluated, using the ERRC matrix: Eliminate, Reduce, Raise, and Create, for the reengineering of the value proposition, process optimization, and the addition of immersive experiences. Eight indicators were evaluated: CSAT, CES, TGW, RPR, CRR, NPS, FEF, and ICEC. The design was a pre-experimental single group pre-test/post-test. The evaluated indicators showed significant positive changes (p < 0.001). The category "extremely satisfied" went from 0% to 80% in CSAT, the NPS went from -58 to +74 (+132 points), and the TGW eliminated negative incidents, while the incremental RPR grew by 136%. With a final ICEC of 92.7/100, the effectiveness in satisfaction, retention, and emotional loyalty is confirmed, as well as the effectiveness of the implemented strategies.

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