Construcción de los momentos de verdad con referencia al consumo de cafés especiales en centros de experiencia en Bogotá
| dc.contributor.advisor | Garzón Medina, Carolina | |
| dc.contributor.author | Vargas Sánchez, Mónica Marcela | |
| dc.coverage.temporal | 2026 | |
| dc.date.accessioned | 2026-09-05T14:39:26Z | |
| dc.date.issued | 2026-07-16 | |
| dc.description.abstract | El propósito del estudio se enfocó en reconocer la construcción de los momentos de verdad en torno al consumo de cafés especiales por parte de consumidores entre 20-50 años de estratos 3,4, y 5 en centros de experiencia en la ciudad de Bogotá. La metodología fue de tipo cualitativo, empleando técnicas de recolección de información como la observación participante, la entrevista semiestructurada y las técnicas proyectivas para explorar las experiencias sensoriales, emocionales y simbólicas de los consumidores en torno al consumo de café. Los resultados evidenciaron que la experiencia va más allá del producto, integrando ambiente, interacción humana y bienestar emocional, convirtiendo el consumo en un momento de pausa y conexión personal. Se concluyó que los centros de experiencia de consumo de cafés especiales son espacios culturales y sociales que crean vínculos emocionales auténticos, donde la personalización y la atmósfera juegan un papel fundamental para fidelizar al cliente y ofrecer conexiones memorables. | |
| dc.description.abstractenglish | The purpose of this study was to understand the construction of "moments of truth" surrounding the consumption of specialty coffees by consumers aged 20-50 from socioeconomic levels 3, 4, and 5 in experience centers in the city of Bogotá. The methodology was qualitative, employing data collection techniques such as participant observation, semi-structured interviews, and projective techniques to explore the sensory, emotional, and symbolic experiences of consumers regarding coffee consumption. The results showed that the experience goes beyond the product, integrating ambiance, human interaction, and emotional well-being, transforming consumption into a moment of pause and personal connection. It was concluded that specialty coffee experience centers are cultural and social spaces that create authentic emotional bonds, where personalization and atmosphere play a fundamental role in building customer loyalty and offering memorable. connections. | |
| dc.format.mimetype | application/pdf | spa |
| dc.identifier.instname | instname:Politécnico Grancolombiano | spa |
| dc.identifier.reponame | reponame:Alejandría Repositorio Comunidad | spa |
| dc.identifier.repourl | repourl:http://alejandria.poligran.edu.cos | spa |
| dc.identifier.uri | https://hdl.handle.net/10823/10498 | |
| dc.language.iso | spa | spa |
| dc.publisher.faculty | Facultad de Sociedad, Cultura y Creatividad | spa |
| dc.publisher.program | Maestría en Gerencia Estratégica de Mercadeo | spa |
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| dc.rights.accessrights | info:eu-repo/semantics/openAccess | |
| dc.rights.creativecommons | Atribución-NoComercial-SinDerivadas 2.5 Colombia | spa |
| dc.subject.keywords | Moments of truth | |
| dc.subject.keywords | Customer experience | |
| dc.subject.keywords | Specialty coffees | |
| dc.subject.keywords | Experience centers | |
| dc.subject.keywords | Experiential consumption | |
| dc.subject.lemb | Calidad de servicio | |
| dc.subject.lemb | Fidelización | |
| dc.subject.lemb | Servicio al cliente | |
| dc.subject.proposal | Cafés especiales | |
| dc.subject.proposal | Centros de experiencia | |
| dc.subject.proposal | Consumo experiencial | |
| dc.subject.proposal | Experiencia del cliente | |
| dc.subject.proposal | Momentos de verdad | |
| dc.title | Construcción de los momentos de verdad con referencia al consumo de cafés especiales en centros de experiencia en Bogotá | |
| dc.title.translated | Building moments of truth with reference to the consumption of specialty coffees in experience centers in Bogotá | |
| dc.type | materThesis | |
| dc.type.coar | http://purl.org/coar/resource_type/c_bdcc | |
| dc.type.coarversion | http://purl.org/coar/version/c_b1a7d7d4d402bcce | |
| dc.type.driver | info:eu-repo/semantics/masterThesis | |
| dc.type.hasversion | info:eu-repo/semantics/acceptedVersion | |
| dc.type.local | Tesis/Trabajo de grado - Monografía - Maestría | spa |
| dc.type.redcol | https://purl.org/redcol/resource_type/TM | |
| dc.type.version | info:eu-repo/semantics/draft |