¿Cualitativo o cuantitativo?: El estudio del Customer Journey desde un enfoque metodológico

Qualitative vs Quantitative analysis: The study of the customer journey from a methodological perspective

Publicado 2024-10-22


https://doi.org/10.30554/lumina.v24.n2.4910.2023
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Vol. 24 Núm. 2 (2023): Volumen 24(2)
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Artículo de investigación científica
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Flores Bañuelos, M. del C., & Garduño Galindo, A. (2024). ¿Cualitativo o cuantitativo?: El estudio del Customer Journey desde un enfoque metodológico. Lúmina, 24(2), E0043. https://doi.org/10.30554/lumina.v24.n2.4910.2023
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https://doi.org/10.30554/lumina.v24.n2.4910.2023
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Flores Bañuelos, M. del C., & Garduño Galindo, A. (2024). ¿Cualitativo o cuantitativo?: El estudio del Customer Journey desde un enfoque metodológico. Lúmina, 24(2), E0043. https://doi.org/10.30554/lumina.v24.n2.4910.2023

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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.

Miriam del Consuelo Flores Bañuelos
Universidad Cristóbal Colón
Aned Garduño Galindo
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El estudio del customer journey ha evolucionado a través del tiempo y se ha abordado desde diversas metodologías de investigación. Los estudios han utilizado una combinación de técnicas de investigación, incluyendo análisis de datos, encuestas y entrevistas, para examinar el customer journey desde diferentes perspectivas. El objetivo de este trabajo fue identificar los principales métodos y técnicas de investigación de artículos publicados en revistas científicas del área de mercadotecnia de los años 2012 al 2022, cuyo tema principal fuera el customer journey, lo cual se realizó a través de una revisión sistemática de la literatura. Las conclusiones aportan al entendimiento de la forma en la que se ha venido estudiando el concepto y generan pautas para continuar sobre esta línea de investigación.

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