In this complex relationship as can be seen from figure both the scientific community and companies cannot find the formula to industrialize the customer experience and this is unique blut beatty evanschitzky and brock . . Very close to neuromarketing theories this concept of “memory that is generated in the consumer's mind as a consequence of their relationship with the brand” association for the development of customer experience dec is closely related to neuroscience from the moment that the experience is nothing more than a set of sensory impressions and images resulting from the client's particular perception during the interaction but also from the way in which this experience becomes part of their own history laroche.
Figure . Socioeconomic context of digital transformation in spain source méndez aparicio figure . Relational scheme of hypotheses accepted in studies on e-service source pérez-rave and muñoz-giraldo being aware Graphics Design Service that technology has exponentially advanced companies in their ability to adapt their services to new platforms it is essential to determine what digital quality is. Numerous proposals of the research framework affect very specific aspects of it closely linked to the sectoral scope and mostly around.
Classic reference scales such as the servqual scale parasuraman zeithaml and berry or its various adaptations the servperf scale fraiz brea and alén gonzález or the lodgserv scale knutson stevens wullaert patton and yokoyama . Despite new approaches such as the nordic school headed by grönroos and lehtinen and lehtinen or the modern school akbaba ; serenko it is necessary to incorporate higher level concepts such as of web atmosphere hsu chang and chen . Faced with this confusing panorama of web quality the iso standard iso sf emerges as a guarantor of security and confidence of a correct effective and efficient service that satisfies the client's needs with more than measurable scales.
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