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Medición de la calidad percibida del servicio sobre la co-creación de valor en productos orgánicos en Bogotá

dc.rights.licenseAtribución-NoComercial-CompartirIgual 4.0 Internacional
dc.contributor.advisorDuque Oliva, Edison Jair
dc.contributor.authorSaavedra Guantiva, Lina Paola
dc.date.accessioned2022-03-01T21:45:28Z
dc.date.available2022-03-01T21:45:28Z
dc.date.issued2021
dc.identifier.urihttps://repositorio.unal.edu.co/handle/unal/81102
dc.descriptionilustraciones, gráficas, tablas
dc.description.abstractEl consumo de productos orgánicos es un mercado en desarrollo a nivel mundial, valorado en el año 2019 en 106 billones de euros aproximadamente según cifras de la firma IFOAM. Si bien el consumo tiene una proyección en aumento tal como se evidencia en medio de la pandemia de la COVID-19 debido a que muchos consumidores empezaron a pensar en estos productos como una forma de cuidado a su salud personal, bienestar y nutrición. El consumo en Colombia es bajo teniendo un mayor perfil de productor que consumidor, bajo este contexto se mide la incidencia de la calidad percibida sobre la co-creación de valor en Bogotá generando un aporte al mercado por medio de una muestra de 150 respuestas. A través del modelo de PLS-SEM, se evidencia que atributos de la calidad percibida como la tangibilidad (β = 0.776, t= 12.226, p>0.01) y empatía (β = 0.513, t= 6.580, p>0.01) son de mejor significancia estadística para el desarrollo de la co-creación de valor. Por concluir, se evidencia que existe una relación moderada entre la calidad percibida sobre la co-creación de valor. (Texto tomado de la fuente).
dc.description.abstractThe consumption of organic products is developing market worldwide, valued in 2019 at approximately 106 billion euros according to IFOAM firm. Although consumption has an increasing projection as evidenced during the pandemic of COVID-19 as many consumers began to think of these products to take care of them of personal health care, well-being, and nutrition. Consumption in Colombia is low, having a higher profile of producer than consumer, under this context the incidence of perceived quality on the co-creation of value in Bogotá is measured, generating a contribution to the market through a sample of 150 responses. Through from the PLS-SEM model it is evidenced that attributes of perceived quality such as tangibility (β = 0.776, t = 12.226, p> 0.01) and empathy (β = 0.513, t= 6.580, p> 0.01) are of greater statistical significance for the development of value co-creation, the two scales a moderate relationship is evidenced between the perceived quality on the cocreation of value.
dc.format.extentx, 107 páginas
dc.format.mimetypeapplication/pdf
dc.language.isospa
dc.publisherUniversidad Nacional de Colombia
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/
dc.subject.ddc300 - Ciencias sociales
dc.titleMedición de la calidad percibida del servicio sobre la co-creación de valor en productos orgánicos en Bogotá
dc.typeTrabajo de grado - Maestría
dc.type.driverinfo:eu-repo/semantics/masterThesis
dc.type.versioninfo:eu-repo/semantics/acceptedVersion
dc.publisher.programBogotá - Ciencias Económicas - Maestría en Administración
dc.contributor.researchgroupGriego (Grupo Investigación en Gestión y Organizaciones)
dc.coverage.cityBogotá
dc.description.degreelevelMaestría
dc.description.degreenameMagíster en Administración
dc.description.methodsPara llegar al objetivo trazado en esta investigación, se basa en un estudio de tipo evaluativo con un enfoque cuantitativo así mismo, se realizó una revisión bibliográfica sobre los constructos de calidad percibida del servicio, productos orgánicos y co-creación de valor estableciendo su origen, conceptualización y operacionalización de la forma más adecuada para su aplicación al campo de estudio. Así como los softwares necesarios para el tratamiento de los resultados obtenidos. Para dar respuesta a la pregunta de investigación ¿Cuál es el nivel de incidencia de la calidad percibida del servicio sobre la co-creación de valor en productos orgánicos en Bogotá?, y cumpliendo los objetivos planteados, se aborda como un estudio exploratorio ya que el tema o problema de investigación es poco estudiado para el contexto local, si bien se logró identificar guías o trabajos iniciales relacionados con los productos orgánicos, este no ha sido abordado desde la perspectiva de la calidad percibida del servicio junto con la co-creación. En cuanto al diseño de la investigación se planeta como un diseño no experimental ya que se realiza sin manipular deliberadamente las variables. Es decir, se trata de un estudio en el que no hacemos variar en forma intencional las variables independientes para ver su efecto sobre otras variables. Lo que hacemos en la investigación no experimental es observar fenómenos tal como se dan en su contexto natural, para analizarlos, donde observamos situaciones ya existentes, no provocadas intencionalmente en la investigación (Sampieri et al., 2014). La investigación se basó en un diseño transversal donde se recolectaron datos en un solo momento, en un tiempo único (Liu & Tucker, 2004) a través de encuestas aplicadas. Logrando describir las variables en la calidad percibida del servicio y la co-creación de valor analizando su incidencia e interrelación en un momento dado, en este diseño se describen las relaciones en las dimensiones de cada escala, estableciendo planteamientos correlaciones (Sampieri et al., 2014).
dc.description.researchareaMercadeo
dc.identifier.instnameUniversidad Nacional de Colombia
dc.identifier.reponameRepositorio Institucional Universidad Nacional de Colombia
dc.identifier.repourlhttps://repositorio.unal.edu.co/
dc.publisher.departmentEscuela de Administración y Contaduría Pública
dc.publisher.facultyFacultad de Ciencias Económicas
dc.publisher.placeBogotá, Colombia
dc.publisher.branchUniversidad Nacional de Colombia - Sede Bogotá
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.subject.lemFood, natural
dc.subject.lembValue added
dc.subject.lembValor agregado
dc.subject.lembAlimentos naturales
dc.subject.lembFood - marketing
dc.subject.lembMercadeo de alimentos
dc.subject.proposalCalidad percibida
dc.subject.proposalCo-creación de valor
dc.subject.proposalOrgánicos
dc.subject.proposalMedición
dc.subject.proposalPerceived quality
dc.subject.proposalCo-creation of value
dc.subject.proposalOrganic
dc.subject.proposalMeasurement
dc.title.translatedMeasurement of the perceived quality of the service on the co-creation of value in organic products in Bogotá
dc.type.coarhttp://purl.org/coar/resource_type/c_bdcc
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.contentText
dc.type.redcolhttp://purl.org/redcol/resource_type/TM
oaire.accessrightshttp://purl.org/coar/access_right/c_abf2
dcterms.audience.professionaldevelopmentEstudiantes
dcterms.audience.professionaldevelopmentGrupos comunitarios
dcterms.audience.professionaldevelopmentInvestigadores
dcterms.audience.professionaldevelopmentMaestros
dcterms.audience.professionaldevelopmentMedios de comunicación
dcterms.audience.professionaldevelopmentPadres y familias
dcterms.audience.professionaldevelopmentPersonal de apoyo escolar
dcterms.audience.professionaldevelopmentPúblico general


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