Impacto del personal de contacto en la experiencia y satisfacción del cliente en el e-commerce


  • Silvia Cubo Pons Facultad de Ciencias Sociales de Manresa, Universidad de Vic-Universidad Central de Catalunya
  • Marc Bernadich Marquez Facultad de Ciencias Sociales de Manresa, Universidad de Vic-Universidad Central de Catalunya
  • Xavi Sarda Facultad de Ciencias Sociales de Manresa, Universidad de Vic-Universidad Central de Catalunya

Palabras clave:

experiencia del cliente, comercio electrónico, satisfacción del cliente, canal de atención al cliente, robot conversacional


El impacto del personal de contacto en la experiencia de los clientes en el comercio electrónico no ha captado una gran atención de investigaciones científicas. Para aportar visibilidad, conectar conceptos ya enunciados y proponer nuevas vías de investigación, esta revisión ha realizado búsquedas de artículos entre 2005 y 2020 con palabras clave relacionadas y ha tenido en cuenta otros artículos a través de referencias contenidas en estos. En base a la información encontrada, se propone una ampliación de los canales de comunicación para la atención al cliente, un modelo de Customer Journey Map para el e-commerce y pone de manifiesto la importancia del personal de contacto en todos los canales. Además plantea la necesidad de seguir investigando sobre las capacidades necesarias para el CX, sobre la preferencia de  canal de atención al cliente por categorías/productos y propone la creación de una clasificación multidimensional de los canales de comunicación.


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Cómo citar

Cubo Pons, S., Bernadich Marquez, M., & Sarda, X. (2022). Impacto del personal de contacto en la experiencia y satisfacción del cliente en el e-commerce. Uniandes Episteme, 9(2), 264–292. Recuperado a partir de



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