Resumen

SUAREZ BLANCO, María Macarena  y  SAMIT DIAZ, Natalia. Applied phases´ manual to improve the costumer´s online purchase experience and corporate reputation: Case study. Investigación y Negocios [online]. 2021, vol.14, n.24, pp.7-19.  Epub 31-Oct-2021. ISSN 2521-2737.  https://doi.org/10.38147/invneg.v14i24.143.

The aim of this article is to prove the relevance for a company of diagramming the phases of contact with customers during the purchase process to improve it and to improve the corporate reputation. Thus, for this article we propose to study specialized bibliography about the subject from the last ten years and investigate nine consumer´s testimonies. This allowed us come to the conclusion that the company should position the client in the middle of its strategy, considering the information and the evaluation as a resource to optimize the purchase experience, as well as measure and evaluate those phases that add more value.

Palabras clave : Customer experience; integrated marketing; digital marketing; integrated marketing communications; corporate reputation..

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