Gestión de la experiencia del cliente: Impulsando el engagement en el turismo

Nilda Rosa Barrutia Montoya; Christel Lucero Choque Yarasca; Oscar Juan Jimenez Flores

doi:10.25145/j.pasos.2026.24.004

Autores

Nilda Rosa Barrutia Montoya Universidad Tecnológica del Perú https://orcid.org/0000-0001-8474-6608
Christel Lucero Choque Yarasca Universidad Tecnológica del Perú https://orcid.org/0000-0003-3466-449X
Oscar Juan Jimenez Flores Universidad de San Martín de Porres https://orcid.org/0000-0002-7981-8467

DOI:

https://doi.org/10.25145/j.pasos.2026.24.004

Palavras-chave:

Fidelização de clientes, experiência do usuário, engajamento do cliente, regressão logística ordinal, satisfação do cliente

Resumo

As empresas de turismo buscam estabelecer uma conexão profunda e duradoura com seus clientes, aumentando assim sua lealdade. O objetivo deste estudo foi analisar a influência da gestão da experiência do cliente (CEM) na geração de engajamento do cliente (CE) em empresas de turismo do centro e sul do Peru. Com abordagem quantitativa, uma população de 1.634.128 usuários de serviços turísticos e uma amostra de 2.359 indivíduos foi pesquisada por meio de formulários eletrónicos anónimos, cujos dados foram submetidos à regressão logística ordinal. Os resultados evidenciaram que a CEM tem uma influência significativa sobre o CE, explicando 20,5% de sua variabilidade e apresentando influência importante nas dimensões do CE: 17,0% na cognitiva, 11,5% na comportamental e 23,7% na emocional. Como conclusão, confirma-se que a CEM é importante para desenvolver um engajamento de alto valor no setor de turismo, sendo as conexões emocionais com os usuários o ponto inicial a ser fortalecido.

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