Generación de valor con enfoque en la filosofía esbelta como facilitador en la percepción de valor al cliente

Marco Segura-Vargas; José Nicolás Barragán Codina

doi:10.29105/rinn15.29-7

Authors

Marco Segura-Vargas Autonomous University of Nuevo León
José Nicolás Barragán Codina Autonomous University of Nuevo León

DOI:

https://doi.org/10.29105/rinn15.29-7

Keywords:

customer value, lean philosophy, lean thinking, loyalty perceived value, profitability

Abstract

In the past twenty years, companies of different types of industry have focused their attention and resources trying to create more value for their customers, they have established according to their own judgment or consulting customers assuming they know exactly what they want and how they want it. However, the reality might be different. The lean philosophy defines the principles that any process (production or service) must follow to deliver more value and generate less waste. So this document proposes that if companies try to focus their efforts on delivering more value to their customers from the Lean perspective, they can generate a greater perception of value, therefore, raise their confidence and gain their loyalty. If it is practiced consistently over time they may achieve sustainable profitability.

Downloads

Download data is not yet available.

References

Bhasin, S. & Burcher, P. (2006). Lean view as a hilosophy, Journal of Manufacturing Technology Management, 17(1), 56-72.

Callarisa, L. J., Moliner, M. A. & Sanchez-Garcia, J. (2011). Perceived value in industrial cluster: A multidimensional perspective, Journal of Business & Industrial Marketing,

(2), 132-145.

Cengiz, E., & Kirkbir, F. (2007). Customer perceived value: The development of a multiple item scale in hospitals, Problems and Perspectives in Management, 5(3), 252-267.

Fandos, J. C., Sanchez, J., Moliner, M. A. & Llorens, J. (2006). Customer perceived value in banking services, International Journal of Bank Marketing, 24(5), 265-283.

Fandos, J. S. (2006). Customer Percived value in the banking services, International Journal of Bank Marketing, 24(5), 266-283.

Garvin, D. (1987). Competing on the eight dimensions of quality, Harvard Business Review, 65(6), 101-109.

Grönroos, C. (1997). Valur-driven relational marketing: from products to resources and competences, Journal of Marketing Management, 13(5), 407-420.

Groth, J. C. (1995). Important factor in the sale and pricing of services, Management Decision, 33(7), 29-34.

Grupo Bimbo México. (s.f.). Recuperado el 14 de Marzo de 2015, de http://www.grupobimbo.com/es/grupo-bimbo/mision-vision-y-valores.html

Heinonen, K. (2004). Time and location as customer perceived value drivers. Helsinki, Finlandia: Swedish School of Economics and Business Administration, Department of Marketing and Corporate Geography.

Heskett, J., Jones, T., Loveman, G., Sasser, W. & Shlesinger, L. (1994). Putting the serviceprofit

chain to work, Harvard Business Review, 86(7), 118-129.

Levitt, T. (1960). Marketing myopia, Harvard Business Review, 38(4), 24-47.

Liker, J. (2004). The Toyota way: 14 management principles from the world’s greatest manufacturer. New York: McGraw-Hill.

McDonald’s México. (s.f.). Recuperado el 14 de Marzo de 2015, de http://mcdonaldsprefeco.mex.tl/704296_Mision-y-vision.html

Mision Southwest. (s.f.). Southwest. Recuperado el 14 de Marzo de 2015, de https://espanol.southwest.com/html/about-southwest/

Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: A research agenda, Journal of the Academy of Marketing Science, 28(1), 168-174.

Parasuraman, A., Zithalm, V. & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, 64(1), 12-40.

Pihlström, M. & Brush, G. (2008). Comparing the perceived value of information and entertainment mobile services, Phsycology and Marketing, 25(8), 732-755

Porter, M. (1985). Competitive advantage: Creating and sustaining superior performance. New York: The Free Press.

Porter, M. (1998). Stop imitating, and get to the real strategy, Bank Advertising New, 21(8/9),6.

Reichheld, F. & Sasser, W. (1990). Zero defections: Quality comes to service, Harvard Business Review, 68(5), 105-111.

Richins, M. (1997). Measuring emotions in the consumption experience, Journal of Consumer Research, 24(2), 127-146.

Ruyter, K. d., J, B., & Peeters, P. (1997). Merging service quality and service satisfaction An empirical test of an integrative model, Journal of Economic Psychology, 18(4), 387-496.