{"id":62774,"date":"2008-05-02T00:00:00","date_gmt":"2008-05-02T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/el-valor-del-cliente-como-herramienta-estrategica-de-gestion-en-un-mercado-industrial\/"},"modified":"2008-05-02T00:00:00","modified_gmt":"2008-05-02T00:00:00","slug":"el-valor-del-cliente-como-herramienta-estrategica-de-gestion-en-un-mercado-industrial","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/marketing\/el-valor-del-cliente-como-herramienta-estrategica-de-gestion-en-un-mercado-industrial\/","title":{"rendered":"El valor del cliente como herramienta estrategica de gestion en un mercado industrial"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Antonio  Jes\u00fas Sanchez Arrieta <\/strong><\/h2>\n<p>En esta tesis doctoral se define un modelo (aplicado en el mercado industrial o entre empresas) que permite conocer el verdadero valor que un cliente aporta a la empresa, para as\u00ed poderlos clasificar y definir cuales son los clientes \u00abclaves\u00bb (para dedicarles a \u00e9stos la mayor atenci\u00f3n, ya que los recursos de la empresa son limitados). Este modelo tiene dos entradas, una la rentabilidad directa que el cliente aporta y otra la rentabilidad inducida en otros clientes a trav\u00e9s de las recomendaciones y prescripciones que el cliente que se valora hace en su mercado.  la repercusi\u00f3n que puede tener la recomendaci\u00f3n de un cliente no se recoge en la \u00abcontabilidad anal\u00edtica\u00bb de la empresa y por tanto en la \u00abcuenta de resultados\u00bb, ni tampoco a trav\u00e9s de un an\u00e1lisis de costes basados en actividades (abc), donde repercutamos a cada cliente sus costes. Tendr\u00edamos que ir m\u00e1s all\u00e1 y analizar el impacto que en el mercado en que opera una empresa puede provocar la recomendaci\u00f3n de los clientes. Este impacto se puede traducir en el beneficio que ese cliente nos aporta por sus recomendaciones o en las p\u00e9rdidas que puede acarrear, si las recomendaciones son negativos.  se analiza el impacto de la satisfacci\u00f3n, calidad percibida, confianza, valor recibido y modo en que se gestionan las reclamaciones e incidencias de los clientes industriales sobre la rentabilidad inducida y el nivel de recomendaci\u00f3n que \u00e9ste hace, aparte de proponerse un modelo mejorado, a ra\u00edz de la experiencia y las entrevistas realizadas con clientes industriales, considerando la importancia de la \u00abatenci\u00f3n personalizada del gestor de cuentas\u00bb y la \u00aborientaci\u00f3n de la organizaci\u00f3n en el cliente\u00bb.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>El valor del cliente como herramienta estrategica de gestion en un mercado industrial<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 El valor del cliente como herramienta estrategica de gestion en un mercado industrial <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Antonio  Jes\u00fas Sanchez Arrieta <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 M\u00e1laga<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 05\/02\/2008<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Francisca Parra Guerrero<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: benjamin Del alcazar Martinez <\/li>\n<li>Francisco Javier Villalba merlo (vocal)<\/li>\n<li>in\u00f1aki Peria\u00f1ez ca\u00f1adillas (vocal)<\/li>\n<li>Francisco Cantalejo garcia (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Antonio Jes\u00fas Sanchez Arrieta En esta tesis doctoral se define un modelo (aplicado en el mercado industrial [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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