Análisis de la experiencia del cliente en MADERMAD: Estudio de la percepción de calidad

Abstract

Background: This research evaluates how customer experience influences the perception of the quality of products and services at MADERMAD, a company commercializing wood panels. In the soft construction sector, considering the dynamic changes and increasing consumer expectations, MADERMAD must adapt to sustainability, digitalization, and customer service to maintain its competitiveness. Objective: To evaluate how the customer experience at MADERMAD affects the perception of the quality of its products and services to identify critical areas for improvement that can significantly contribute to increasing customer satisfaction and strengthening the company's competitive advantage. Methods: The study was quantitative, non-experimental, cross-sectional, and based on a positivist paradigm. Data was collected through a Likert scale questionnaire applied to MADERMAD customers, using statistical programs like SPSS v.25 and Excel. Techniques such as linear regression, the Kolmogorov-Smirnov, and Spearman's tests were applied to validate the relationship between customer experience and quality perception. Results: The results reveal that customer experience significantly influences the perception of the quality of MADERMAD's products and services, with satisfaction levels reaching 91.8% and 95.4%, respectively. It provides MADERMAD with a notable competitive advantage and highlights the importance of customer experience in shaping quality perception. Keywords: customer experience, quality perception, satisfaction level, competitive advantage.