Abstract In retail markets, analysis of perceived value in purchasing processes has been a topic of special interest as it focuses on perception of benefits beyond the product itself. In the face of such interest, an exhaustive bibliographical review was performed regarding its concept and components applied to retail dealers. The methodology is quantitative and cross-sectional, with a descriptive and explanative analysis through structural equation models to analyze the effect of dimensions in perceived value in the dependent variable of intent to purchase. Applied surveys on 390 recurring customers of retail dealers in Bogota. The results revealed that: functional value does have a positive effect on intent to purchase; and there is a relation between functional and symbolic value of purchase. The implications of management in the context of marketing are further discussed, focusing on functional value of a purchase. Actions related to quality, communication, employee training and customer service are recommended. These findings contribute to the literature on consumer behavior within the context of consumption by comparing functional and symbolic value.

Resumen En el ámbito del comercio minorista, el análisis del valor percibido en el proceso de compra ha sido objeto de especial interés por enfocarse en la percepción de beneficios que van más allá del producto en sí. Ante tal interés, se realizó una exhaustiva revisión bibliográfica sobre su concepto y componentes aplicado a establecimientos minoristas. La metodología es cuantitativa y transversal, con un análisis descriptivo y explicativo a través de modelos de ecuaciones estructurales para analizar el efecto de las dimensiones del valor percibido en la variable dependiente de la intención de compra. Se aplicaron encuestas a 390 a clientes habituales de comercios minoristas en Bogotá. Los resultados revelaron que el valor funcional tiene un efecto positivo en la intención de compra; y existe una relación entre el valor funcional y el valor simbólico de la compra. Se discuten las implicaciones de la gestión en el ámbito del marketing, centrándose en el valor funcional de la compra. Se sugieren acciones relacionadas con la calidad, la comunicación, la capacitación de los empleados y el servicio al cliente. Estos hallazgos contribuyen a la literatura sobre el comportamiento del consumidor en el contexto del consumo, al comparar el valor funcional y el valor simbólico.

Resumo Dentro do âmbito do comercio de retalho, a análise do valor percebido no processo de compra tem sido objeto de interesse especial por se focalizar em a percepção de benefícios que vão mais longe do produto direito. Com esse interesse, fez-se uma revisão exaustiva da literatura de seu conceito e componentes aplicados aos estabelecimentos de retalho. A metodologia é quantitativa e transversal, com uma análise descritiva e explicativa por meio de modelos de equações estruturares para analisar o efeito das dimensões do valor percebido na variável dependente da intenção de compra. Fizeram-se pesquisas em 390 clientes usuais de lojas de retalho em Bogotá. Os resultados revelaram que: o valor funcional tem um efeito positivo na intenção de compra; e existe uma relação entre o valor funcional e o valor simbólico da compra. Discutem-se as implicações da gestão no âmbito do marketing, focalizando-se no valor funcional da compra. Sugerem-se ações relacionadas à qualidade, comunicação, capacitação dos empregados y serviço ao cliente. Os resultados contribuem à literatura com relação ao comportamento do consumidor no contexto do consumo, ao comparar o valor funcional e o valor simbólico.

Abstract By the year of two thousand and nineteen, the private medical service industry growth was concentrated in the border cities of the Sonora state due to the large number of foreign patients and around six hundred thousand Sonora residents or descendants living in the state of Arizona (López, 2019). Hermosillo stands out among the border municipalities, thanks to its internationally certified private hospital infrastructure. However, the absence of post-operative-care as well as external services promoters in Mexico and internationally, combined with a fragmented value chain, have slowed down the growth of the medical industry in the capital (López, 2019). Our society is still in the first stages of digitalization therefore a universally accepted concept of digital economy has yet to be established. There's a gap between the available tools and the implementation in order to optimize the value chain and the customer experience. The current document contextualizes the private medical service industry in Hermosillo, Sonora within the digital economy through documentary research on digital resources, in the matters of politics, economics, social and technological context. In addition, the health crisis forced the digitalization of the commercialization processes in order to accomplish established objectives, thereby positioning the medical service industry as a participant in the digital economy.

Resumen Para el año dos mil diecinueve el crecimiento de la industria médica privada se daba más en las ciudades fronterizas del estado de sonora debido a la afluencia de pacientes extranjeros y unos seiscientos mil sonorenses o descendientes radicados en el estado de Arizona (López, 2019). Hermosillo destaca de los municipios fronterizos, gracias a la infraestructura privada hospitalaria certificada internacionalmente. Sin embargo, la ausencia de servicio postoperatorio al igual que agentes externos promotores de los servicios en el extranjero como en la república mexicana y una desconexión en la cadena de valor, han frenado el crecimiento de la industria médica en la capital (López, 2019). El concepto de economía digital no cuenta con una definición ampliamente aceptada, debido a que la sociedad se encuentra en las primeras etapas de digitalización. Existe una brecha entre las herramientas y su instrumentación para eficientar la cadena de valor y la experiencia del cliente. El presente documento contextualiza la industria privada de servicios médicos de Hermosillo, Sonora en la economía digital mediante una investigación documental de recursos digitales, esto en materia política, económica, social y tecnológica. Aunado a lo anterior la crisis sanitaria forzó a la digitalización de los procesos comerciales para lograr los objetivos planteados, por lo que la industria médica se convirtió en un actor de la economía digital.

Abstract: The purpose of this research study is to describe the factors that influence consumers' purchasing decisions in live shopping broadcasts. The proposed research methodology is based on the qualitative paradigm with an interpretative approach. A semi-structured questionnaire is applied to interview 25 people who had participated in live shopping transmissions at least once. The results show eight families codes: (1) motivation, (2) participation, (3) trust, (4) influence of social networks, (5) time pressure, (6) customer satisfaction, (7) distrust and problems, and (8) quality of service. The aesthetic aspect of the seller and the endorsement of a celebrity have no valorization. In conclusion, the purchase decision variables of live shopping broadcasts do not differ significantly with respect to what has been found in previous literature.

Resumen: El propósito de esta investigación es describir los factores que influyen en la decisión de compra de los consumidores en transmisiones de compras en vivo. La metodología está fundamentada en el paradigma cualitativo con enfoque interpretativo. Se ocupa un cuestionario semi-estructurado para realizar entrevistas a 25 personas que han participado en las transmisiones de compra en vivo al menos una vez. El análisis de los datos se realiza mediante la teoría fundamentada de Glaser y Strauss. Los resultados muestran ocho familias de códigos: (1) motivación, (2) participación, (3) confianza, (4) influencia redes sociales, (5) presión por tiempo, (6) satisfacción del cliente, (7) desconfianza y problemas, y (8) calidad del servicio. El aspecto estético del vendedor y la determinación de una celebridad no son valorizables. En conclusión, las variables de decisión de compra de las transmisiones de compra en vivo, en general, no difieren respecto con lo encontrado en la literatura previa.

Resumen: Este artículo analiza el impacto potencial de los chatbots en el mejoramiento del servicio al cliente en la industria logística, evaluando el rendimiento de diez destacadas empresas en Colombia, Perú y Ecuador (zona CPE). Estas empresas, insertas en el sector de servicios logísticos, desempeñan un papel crucial en la cadena de suministro, ofreciendo servicios especializados que abarcan transporte, almacenamiento y otras áreas dentro de su actividad económica. El estudio, que incluyó a 1250 usuarios individuales tipo B2C (empresa a consumidor) de chatbots, se enfocó en analizar la efectividad de estas herramientas y su repercusión en la conformidad del cliente. Mediante análisis de regresión múltiple, se identificaron elementos fundamentales que inciden en la satisfacción del cliente, como la capacidad de abordar problemas, el conocimiento detallado de la empresa, la autonomía en la resolución de problemas, la precisión gramatical y la reputación general. Los resultados destacan el potencial de los agentes virtuales para mejorar significativamente la atención al consumidor en la logística, señalando su eficacia en la resolución de problemas, familiaridad con productos y servicios, autonomía en la resolución de problemas, corrección gramatical y recomendaciones de usuarios. Estos hallazgos son cruciales para el sector logístico, subrayando el papel transformador de los chatbots en la elevación de la satisfacción del cliente y la eficiencia operativa mediante la integración tecnológica.

Abstract: The article analyzes the potential effectiveness of chatbots on enhancing consumer service in the logistics industry, assessing the performance of ten prominent companies in Colombia, Peru, and Ecuador (CPE region). These companies, situated in the logistics services sector, play a crucial role in the supply chain, offering specialized services encompassing transportation, storage, and other areas within their economic activities. The study, involving 1250 individual B2C (business-to-consumer) users of chatbots, focused on analyzing the effectiveness of these tools and their impact on customer satisfaction. Through multiple regression analysis, key factors influencing customer satisfaction were identified, such as the ability to address issues, detailed knowledge of the company, autonomy in issue resolution, grammatical accuracy, and overall reputation. The results underscore the significant potential of chatbots to enhance customer service in logistics, emphasizing their effectiveness in issue resolution, familiarity with products and services, autonomy in issue resolution, grammatical correctness, and user recommendations. These findings are vital for the logistics sector, highlighting the transformative role of chatbots in elevating customer satisfaction and operational efficiency through technological integration.

RESUMEN Introducción: La capacitación en reanimación cardiopulmonar (RCP) y uso correcto del desfibrilador externo automático (DEA) permite la intervención de los ciudadanos legos en situaciones de paro cardíaco extrahospitalario (PCEH). En Paraguay, la Ley n° 5.578/2016 establece el uso obligatorio del DEA en centros de concurrencia masiva (CCM). Objetivo: Evaluar la efectividad de un programa de capacitación intensiva en reanimación cardiopulmonar y uso del desfibrilador externo automático entre representantes de centros de concurrencia masiva en Asunción julio-setiembre 2023. Metodología: Estudio cuasiexperimental antes/después en representantes de CCM (Universidades, Shoppings, Clubes sociales/deportivos Gimnasios, Consecionario Automotríz, Complejos residenciales y Supermercados). Se obtuvieron datos de universidades del Ministerio de Educación y Ciencias, de fuentes municipales y la Cámara de Comercio. Se capacitó entre 1-3 representantes/CCM mediante talleres teórico-práctico sobre RCP básico y uso correcto del DEA en PCEH con un cuestionario validado (alfa de Cronbach: 0,75). Se compararon datos con χ² y prueba t o U de Mann-Whitney (p-valor significativo =<0,05). Resultados: De 194 participantes, la edad meda fue; 29±5años; el 60,31% (117) del sexo masculino, 38,65%(70) representantes de shoppings, 60,82% (118) tenian formación universitaria, y el 45,36% (88) se desempeñaban en atención al cliente. El 59, 228% (115) no habia recibido capacitación en RCP anteriormente y el 86,08% (167) tampoco tenia entrenamiento en uso del DEA. Se pudo observar una diferencia estadisticamente significativa entre la puntaje antes y después, observandose una diferencia de 4,791 1,012 puntos (p=0,0001). Discusión: El programa de capacitación intensiva es efectivo para elevar el nivel de conocimiento y práctica en RCP básica y uso del DEA entre representantes legos de CCM.

ABSTRACT Introduction: Training in cardiopulmonary resuscitation (CPR) and correct use of the automated external defibrillator (AED) allows the intervention of lay citizens in situations of out-of-hospital cardiac arrest (EHPA). In Paraguay, Law No. 5,578/2016 establishes the mandatory use of the AED in mass attendance centers (CCM). Methodology: quasi-experimental before/after study in CCM representatives (Universities, shopping malls, Social/Sports Clubs, Gyms, Automotive Dealership, Residential Complexes and Supermarkets). Data were obtained from universities of the Ministry of Education and Sciences, municipal sources, and the Chamber of Commerce. Between 1-3 representatives/MCCs were trained through theoretical-practical workshops on basic CPR and correct use of the AED in HCWP with a validated questionnaire (Cronbach's alpha: 0.75). Data were compared with χ² and Mann-Whitney t-test or U test (p-significant value =<0.05). Results: Of 194 participants, the mean age was 29±5; 60.31% (117) were male, 38.65% (70) were shopping mall representatives, 60.82% (118) had a university education, and 45.36% (88) worked in customer service. 59.228% (115) had not previously received CPR training and 86.08% (167) had no AED training. A statistically significant difference was observed between the before and after score, with a difference of 4.791(1.012 points (p=0.0001). Discussion: The intensive training program is effective in raising the level of knowledge and practice in basic CPR and AED use among lay CCM representatives.

A constructive learning experience for postgraduate students is important for higher educational institutions, particularly in emerging markets such as South Africa. The context of the student and supervisor relationship, operating in an intensive service delivery system, is also vitally important in this context, in order to secure a positive and successful learning outcome for the student. This study's aim is to evaluate postgraduate students' learning experience in an intensive higher educational service delivery system. It places the student at the center of a service design and relationship marketing approach, and highlights several areas of exploration. The study adopted a qualitative approach. Several online interviews were conducted with masters and doctoral students. The data was collected online and analysed using inductive content analysis. The main results indicate that, overall, the students' experience and emotions were positive, but that the lecturer, as internal stakeholder in the service system, should receive more support. The contributions of this study are in the practical implementation of an improved service design experience, and the elimination of possible service gaps, to secure customer loyalty and effective service delivery.

ABSTRACT This research article aims to know and analyze the situation of the existing work motivation among administrative workers belonging to an Academic Division of a Public University in southern Mexico and its influence on customer service. It is a study of an administrative topic, the problem was addressed with a non-experimental study under a quantitative and correlational approach for which a Likert scale questionnaire was designed, which was applied to 34 administrative staff. The results obtained, in addition to measuring the correlation between the study variables, also allow obtaining an overview of the reality of what the employees' motivation is going through and, likewise, observing the trends, weaknesses, and strengths that impact the organizational environment present in the areas administrative of this educational entity, being a reference for later studies and also a point of comparison.

RESUMEN Este artículo de investigación tiene como objetivo conocer y analizar en qué situación se encuentra la motivación laboral existente en trabajadores administrativos pertenecientes a una División Académica de una Universidad Pública del sur de México y su influencia en la atención al público. Es un artículo de índole administrativo, la problemática se abordó con un estudio no experimental, bajo un enfoque cuantitativo y correlacional para el que se diseñó un cuestionario en escala Likert, el cual se aplicó a 34 administrativos. Los resultados obtenidos, además de medir la correlación entre las variables de estudio, permiten también obtener un panorama de la realidad que atraviesa la motivación en los empleados y, asimismo, observar las tendencias, debilidades y fortalezas que impactan el ambiente organizacional presente en las áreas administrativas de esta entidad educativa, siendo un referente para estudios posteriores y un punto de comparación.

RESUMEN Se aborda la proyección futura de las agencias de viajes presenciales considerando la perspectiva de usuarios de agencias online y presenciales. Los objetivos consistieron en averiguar si las agencias presenciales están tecnológicamente preparadas para atender las solicitudes de los consumidores online, averiguar la valoración de la experiencia que los consumidores de agencias de viajes otorgan al canal virtual y al presencial y determinar el futuro de las agencias presenciales en España. Revisada la literatura se desarrolló una metodología cuantitativa aplicando un cuestionario a consumidores de agencias de viajes que en 2019 hubiesen comprado en una agencia de España al menos un producto y/o servicio. Analizadas las 879 respuestas obtenidas con IBM SPSS se concluye que las agencias presenciales deberían considerar todos los canales de venta existentes para no verse desplazadas; desarrollando estrategias omnicanal. Respecto a la valoración de la experiencia de compra; el trato cercano, el asesoramiento y la comodidad y seguridad que las agencias presenciales brindan resultan decisivos, sin considerar el coste económico. Pese a que la agencia virtual es el canal de reservas más empleado; las agencias de viajes presenciales tienen proyección futura, si implementan tecnología para especializarse y permanecer próximas a los nuevos perfiles de consumidores.

ABSTRACT The future projection of brick-and-mortar travel agencies is addressed based on the perspective of both online and traditional travel agency users. The study aimed to investigate if traditional agencies are technologically prepared to meet the requests of online consumers, finding out how travel agency consumers value their shopping experience both for the virtual and face-to-face channels and to determine the future of traditional agencies in Spain. After the literature review, a quantitative survey was conducted, and 879 survey forms were collected from travel agency consumers who during 2019 had purchased at least one product and/or service using a travel agency in Spain. After performing statistical data analysis using IBM SPSS; it is concluded that brick-and-mortar agencies should consider all existing sales channels so as not to be displaced and should develop omnichannel strategies. Regarding the evaluation of the consumer's shopping experience; the personalized treatment, the advice and the degree of comfort and security that traditional agencies provide are decisive; without considering the economic cost. Although OTA booking has become the most used booking channel; brick-and-mortar travel agencies have a future projection if they implement technology, specializing in niche markets to meet new consumer profiles.

RESUMEN Este estudio busca diseñar e implementar un programa educativo innovador en el Banco Internacional, sede Ibarra, inspirado en el enfoque de excelencia en el servicio de Disney, con el propósito de fortalecer las habilidades del personal en la prestación de servicios al cliente. Para ello, se adopta un enfoque cuantitativo y cualitativo con un diseño de estudio longitudinal. Se utilizan encuestas estructuradas a una muestra de empleados para evaluar percepciones sobre habilidades blandas y cultura organizacional. Los resultados respaldan la efectividad del programa implementado al revelar un aumento en las habilidades del personal, mejoras en la orientación al cliente y la adaptabilidad. De esta manera se logra un impacto positivo en la cultura organizacional. Estos resultados respaldan la efectividad de la iniciativa y ofrecen una base sólida para recomendar la continuidad de programas educativos similares.

ABSTRACT This study seeks to design and implement an innovative educational program at Banco Internacional, Ibarra headquarters, inspired by Disney's approach to service excellence, with the purpose of strengthening staff skills in providing customer services. To this end, a quantitative and qualitative approach is adopted with a longitudinal study design. Structured surveys are used with a sample of employees to evaluate perceptions about soft skills and organizational culture. The results support the effectiveness of the implemented program by revealing an increase in staff skills, improvements in customer orientation and adaptability. In this way, a positive impact is achieved on the organizational culture. These results support the effectiveness of the initiative and offer a solid basis for recommending the continuation of similar educational programs.

RESUMEN La prestación de un servicio de calidad en hoteles de tres estrellas no solo incide en la reputación y credibilidad del establecimiento, sino que también asegura ingresos económicos sostenidos. Este estudio, centrado en el contexto ecuatoriano, se propone analizar, implementar y evaluar herramientas eficaces para medir y mejorar la experiencia del cliente. Los resultados subrayan la necesidad de un manual específico y estrategias continuas de capacitación para el personal, al enfocarse en áreas de mejora como la comunicación y la eficiencia en la atención. La demografía de clientes, principalmente entre 18 y 45 años con educación superior, ofrece oportunidades para adaptar estrategias y generar ingresos sostenibles. La implementación de medidas personalizadas no solo eleva la satisfacción del cliente, sino que también fortalece la competitividad del sector hotelero de tres estrellas en Ecuador.

ABSTRACT The provision of quality service in three-star hotels not only affects the reputation and credibility of the establishment, but also ensures sustained economic income. This study, focused on the Ecuadorian context, aims to analyze, implement, and evaluate effective tools to measure and improve customer experience. The results highlight the need for a specific manual and continuous training strategies for staff, focusing on areas of improvement such as communication and efficiency in care. The customer demographic, primarily between 18 and 45 years old with higher education, offers opportunities to adapt strategies and generate sustainable income. The implementation of personalized measures not only increases customer satisfaction, but also strengthens the competitiveness of the three-star hotel sector in Ecuador.

ABSTRACT Objective: competition and cooperation occur in different areas of the market. The shipping industry is one of the areas characterized by strong competition and operational cooperation with the objective of operational improvement. Through mergers and acquisitions and joint ventures, the shipping industry has advanced with its business and sought better results. Methods: we analyzed coopetition strategies between global actors of shipping industry in the Brazilian market. We used the multiple case study method with the four main shipping lines in the world based on semi-structured interviews and data from official documents. Results: the results indicate that the shipping lines often employ the strategy of joint services and slot service in partnership with other shipping companies. Market coverage, customer needs, and reduced operating costs were identified as the main motivations for coopetition in the shipping industry. Conclusions: we particularly reveal the coopetition strategies of the shipping companies evaluated in the Brazilian market and their plans to continue operating in this strategic region for the shipping industry. Objective improvement ventures Methods semistructured semi structured documents Results coverage needs Conclusions

Abstract Paper aims Apply a framework for characterizing a product-service system (PSS) from a life cycle and sustainability perspective. Originality Although the literature on the topic has evolved, there is still limited practical guidance on how to characterize a PSS. The paper contributes by applying a framework in PSS types. Research method A proposed conceptual framework was applied to characterize a PSS. This framework was assessed by experts, from which responses were statistically analyzed. Then, it was applied in three PSS types (bike sharing, water purifier rental, and car sharing). Main findings The initial result is the consolidation of the framework through statistical analysis. Then, its application in the three PSS types was able to spot the stages of the life cycle that each PSS focuses on most. Specifically for the water purifier, the most focused steps were ‘development’ and ‘implementation’, demonstrating efficient strategic planning and a commitment to meeting customer needs. Implications for theory and practice This study contributes to calls for more research and guidance into the PSS application. From a practical perspective, it may support product and systems designers by shedding light on the conceptual elements of PSS offerings. productservice service (PSS perspective evolved experts analyzed Then bike sharing rental sharing. . sharing) analysis ‘development development ‘implementation, implementation ‘implementation , ‘implementation’ needs offerings

ABSTRACT The COVID-19 pandemic imposed many market changes, driven partially by new consumer needs. In the electronic commerce field, changes occurred in parallel to an upsurge in demand, directly impacting logistics service quality. Within that context, this paper seeks a way of assessing the quality of e-commerce logistics, based on end-customer perceptions at the close of the purchasing cycle. The objective is thus to develop a mathematical model based on the artificial intelligence precepts that can interpret qualitative expressions captured through a questionnaire. Such values form partial indexes and the E-Commerce Logistics Quality Index (IQLE). After processing 180 records, it was noted that three of the seven analyzed attributes scored below 5.0, denoting some concern, but also opening up opportunities for improvement and the development of marketing solutions. COVID19 COVID 19 COVID-1 needs field demand context ecommerce e endcustomer end customer cycle questionnaire ECommerce E Commerce IQLE. IQLE . (IQLE) 18 records 50 5 0 5.0 concern solutions COVID1 1 COVID- (IQLE 5.

RESUMO É fato que com a pandemia da COVID-19 ocorreram muitas mudanças de mercado, em parte, impulsionadas pelas novas necessidades dos consumidores. No âmbito do comércio eletrônico, as mudanças aconteceram em paralelo com o aumento rápido de demanda, impactando diretamente na qualidade do serviço logístico prestado. É nesse contexto que este artigo busca desenvolver uma forma de avaliar a qualidade da logística do e-commerce, baseando-se na percepção do cliente final ao final do ciclo do pedido. Para tanto, objetiva-se desenvolver um modelo matemático, baseando-se nos preceitos da inteligência artificial, que possa interpretar expressões qualitativas, capturadas por intermédio de questionário, transformando-as em valores quantitativos, passíveis de análise no mundo real. Tais valores formam índices parciais e o IQLE (Índice da Qualidade da Logística do E-commerce). Após o processamento de 180 registros, observou-se que dos sete atributos analisados, três deles redundaram em nota abaixo de 5,0, denotando certa preocupação, mas oportunidade de melhora e desenvolvimento de soluções mercadológicas. COVID19 COVID 19 COVID-1 mercado parte consumidores eletrônico demanda prestado ecommerce, ecommerce commerce, commerce e-commerce baseandose baseando se pedido tanto objetivase objetiva matemático artificial qualitativas questionário transformandoas transformando quantitativos real Índice Ecommerce. Ecommerce E . E-commerce) 18 registros observouse observou analisados 50 5 0 5,0 preocupação mercadológicas COVID1 1 COVID- E-commerce 5,

ABSTRACT Objective: comprehend the challenges and solutions faced by a non-technological and non-profit organization, acting within a coopetitive environment, in the construction of a multisided platform business model. Method: utilizing a qualitative case study approach, we investigated FEBRAFAR, a multisided platform of drugstore retailers, manufacturers, and service providers. Data collection and analysis was based on the following categories: (a) the methods through which the platform generates value for its diverse customer segments, (b) the intricate contours of its value configuration endeavor, and (c) its strategies for value appropriation to ensure both sustainability and growth. Results: the challenges in establishing an efficiently functioning multisided platform business model included: getting resources; member's attraction; and resistance to adopting best management practices. The solutions contained the development of value creation techniques for its varied customer segments by reducing transactional friction with customers and suppliers, a comprehensive value configuration process, and value appropriation that promote sustainability and growth to these drugstore chains. Conclusion: the paper shows how FEBRAFAR got the solution of value creation and appropriation of the platform business model by orchestrating the interactions of competing entities within the stakeholder ecosystem that engage in collaboration. By establishing clear rules and interaction protocols, a multisided platform can facilitate coordination among competing entities, thereby enabling collaborative value co-creation for all involved stakeholders. This finding contributes to the broader understanding of strategic management in multisided platforms, particularly in non-technology contexts. Objective nontechnological non technological nonprofit profit organization environment Method approach retailers manufacturers providers categories (a b (b endeavor c (c Results included resources members member s attraction practices suppliers process chains Conclusion collaboration protocols cocreation co stakeholders platforms nontechnology technology contexts

Resumen En los últimos años, BRK, importante empresa privada de saneamiento básico en Brasil, ha experimentado una rápida transformación digital, priorizando la experiencia del cliente. Se han logrado varios avances, como la implementación del canal WhatsApp, la consolidación de las agencias digitales ‘Mi BRK’ y la innovación con el lanzamiento de un nuevo formato de agencia híbrida, integrando tanto ambientes físicos como digitales. Sin embargo, la empresa enfrenta el dilema de cómo seguir invirtiendo en transformación digital y consolidar la centralidad del cliente. El caso está escrito desde la perspectiva de la gerente de relaciones con clientes y discute cómo es posible situar y mantener al consumidor en el centro de atención en un sector de Utilidades donde esta práctica es inusual. El caso fue diseñado para estudiantes de pregrado y posgrado en cursos de gestión y marketing, específicamente para cursos en marketing de servicios, experiencia del consumidor o gestión de ventas. años BRK Brasil cliente avances WhatsApp Mi híbrida embargo inusual servicios ventas

Abstract In recent years, BRK, one of the largest private basic sanitation companies in Brazil, has undergone a rapid digital transformation, prioritizing the customer experience. Several advancements have been achieved, such as the implementation of the WhatsApp channel, the consolidation of the digital agencies ‘My BRK’, and the innovation through the launch of a new hybrid agency format, integrating both physical and digital environments. However, the company faces the dilemma of how to continue investing in digital transformation and solidify the centrality of the customer. The case is written from the perspective of the customer relationship manager and discusses how it’s possible to place and keep the consumer at the forefront in a Utilities sector where this practice is unusual. The case was designed for undergraduate and postgraduate students in management and marketing courses, specifically for courses in service marketing, consumer experience, or sales management. years BRK Brazil experience achieved channel My , BRK’ format environments However its it s unusual

Resumo Nos últimos anos, a BRK, uma das maiores empresas privadas de saneamento no Brasil, passou por um processo acelerado de transformação digital, priorizando a experiência do cliente. Diversos avanços foram obtidos, como a implementação do canal de WhatsApp, a consolidação das agências digitais Minha BRK e o lançamento de um novo formato de agência híbrida, integrando os ambientes físico e digital. No entanto, a organização enfrenta o dilema de como continuar investindo na transformação digital e consolidar a centralidade do cliente. O caso é escrito sob a perspectiva da gerente de relacionamento com clientes e traz uma discussão sobre como é possível colocar e manter o consumidor no centro das atenções num segmento de utilidades, no qual essa prática é atípica. Ele foi elaborado pensando em alunos de graduação e pós-graduação em cursos de gestão e marketing, para as disciplinas de marketing de serviços, experiência do consumidor ou gestão de vendas. anos Brasil cliente obtidos WhatsApp híbrida entanto utilidades atípica pósgraduação pós serviços vendas