Palabras clave
Valor de la vida en la empresa del cliente
Boca aboca
Tolerancia a los retrasos
Impuntualidad del trabajador
Cómo citar
Resumen
Introducción: Se desarrolló un modelo para una cadena de abastecimiento make-to-order evaluando simultáneamente los efectos de: a) la impuntualidad del trabajador b) la tolerancia del cliente a los retrasos en la entrega y c) el boca a boca debido a la (in)satisfacción del cliente en cuatro medidas de valor de la vida en la empresa del cliente (CLTV): clientes que cambian de empresa, número de ventas por cliente, lealtad promedio del cliente y mercado potencial alcanzado. Métodos: Se utilizó simulación hibrida (basada en agentes y de eventos discretos) en un diseño experimental 33 * 4. Resultados: Todas las variables fueron significantes en las cuatro medidas de CLTV, excepto la tolerancia del cliente a retrasos. El efecto del boca a boca positivo fue más alto que el del boca a boca negativo. Se presentaron efectos de interacción entre el boca a boca positivo y el negativo Conclusiones: Esta clase de modelos ofrecen una herramienta para la toma de decisiones en negocios, permitiendo evaluar el desempeño a mediano y largo plazo teniendo en cuenta el comportamiento a largo plazo del cliente y la relación entre clientes potenciales en entornos competitivos y repetitivos.
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