Marketing experience in non-profit organizations: A look at experience pro-viders

González-Díaz R.R.; Acosta-Moltó E.; Flores-Ledesma K.; Vargas E.C.; Menacho-Rivera A. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2020)

Resumen

This article aims to analyze the relationship of experience providers as psycho-affective stimulators through experiential marketing in non-profit organizations in the Colombian Caribbean region; it was framed in a mixed research design struc-tured in two sequential phases: quantitative phase, a questionnaire with Likert-type scale was applied, validated in expert judgment and with a Cronbach’s Alpha coef-ficient of 0.85 (Very High) to a population of 273 young people between 18 and 25 years old in the departments of Córdoba and Sucre socially operated by 5 foundations. Qualitative phase was carried out through a socialization of results with 3 experts in marketing, through the hermeneutical or interpretive method. The main results consider that internal staff as a provider of experience generates a greater influence among psycho-affective stimulators in non-profit organizations.

Instituciones: Universidad Nacional Jorge Basadre Grohmann; Universidad César Vallejo