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TABLA 1 OPERACIONALIZACIÓN DE VARIABLES

TABLA 2 DESCRIPCIÓN DE LA ESCALA DE MEDICIÓN
TABLA 3 ESTADÍSTICOS DE FIABILIDAD
TABLA 4 RESULTADOS RECURSOS TANGIBLES
TABLA 5 ÍTEMS DE LA DIMENSIÓN RECURSOS TANGIBLES
TABLA 6 RESULTADOS DIMENSIÓN RECURSOS INTANGIBLES
TABLA 7 ÍTEMS DE LA DIMENSIÓN RECURSOS INTANGIBLES
TABLA 8 RESULTADOS VARIABLE VENTAJAS COMPETITIVAS
TABLA 9 RESULTADOS DIMENSIÓN VALOR DEL CLIENTE
TABLA 10 ÍTEMS DE LA DIMENSIÓN VALOR DEL CLIENTE
TABLA 11 DIMENSIÓN EXPECTATIVAS DE LOS CLIENTES
TABLA 12 ÍTEMS DE LA DIMENSIÓN EXPECTATIVAS DE LOS CLIENTES
TABLA 13 RESULTADOS DE LA DIMENSIÓN RETENCIÓN DE CLIENTES
TABLA 14 ÍTEMS DE LA DIMENSIÓN RETENCIÓN DE CLIENTES
TABLA 15 RESULTADOS DE LA DIMENSIÓN SATISFACCIÓN DEL CLIENTE DESDE EL
BUEN SERVICIO
TABLA 16 ÍTEMS DE LA DIMENSIÓN SATISFACCIÓN DEL CLIENTE DESDE EL BUEN
SERVICIO
TABLA 17 RESULTADOS DE LA VARIABLE SATISFACCIÓN DE MERCADO
TABLA 18: RESULTADOS CONTINGENTES DE LAS VENTAJAS COMPETITIVAS Y
SATISFACCIÓN DE MERCADO DE LA PRODUCCIÓN DE CAFÉ.
TABLA 19 PRUEBA DE HIPÓTESIS VENTAJAS COMPETITIVAS Y SATISFACCIÓN DE
MERCADO
TABLA 20 RESULTADOS CONTINGENTES DE LA DIMENSIÓN RECURSOS TANGIBLES Y LA
SATISFACCIÓN DE MERCADO DE LA PRODUCCIÓN DE CAFÉ
TABLA 21 PRUEBA DE HIPÓTESIS RECURSOS TANGIBLES Y SATISFACCIÓN DE
MERCADO
TABLA 22 RESULTADOS CONTINGENTES DE LA DIMENSIÓN RECURSOS INTANGIBLES Y
LA SATISFACCIÓN DE MERCADO DE LA PRODUCCIÓN DE CAFÉ.
TABLA 23 PRUEBA DE HIPÓTESIS RECURSOS INTANGIBLES Y SATISFACCIÓN DEL
MERCADO

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FIGURA 1 RESULTADO DIMENSIÓN RECURSOS TANGIBLES FUENTE: ELABORACIÓN

PROPIA
FIGURA 2 DIMENSIÓN RECURSOS TANGIBLES FUENTE: ELABORACIÓN PROPIA
FIGURA 3 DIMENSIÓN RECURSOS INTANGIBLES FUENTE: ELABORACIÓN PROPIA
FIGURA 4 DIMENSIÓN RECURSOS INTANGIBLES FUENTE: ELABORACIÓN PROPIA
FIGURA 5 VARIABLE VENTAJAS COMPETITIVAS FUENTE: ELABORACIÓN PROPIA
FIGURA 6 DIMENSIÓN VALOR DEL CLIENTE FUENTE: ELABORACIÓN PROPIA
FIGURA 7 DIMENSIÓN VALOR DEL CLIENTE FUENTE: ELABORACIÓN PROPIA
FIGURA 8 RESULTADOS DIMENSIÓN EXPECTATIVAS DE LOS CLIENTES FUENTE:
ELABORACIÓN PROPIA
FIGURA 9 DIMENSIÓN EXPECTATIVAS DE LOS CLIENTES FUENTE: ELABORACIÓN
PROPIA
FIGURA 10 RESULTADOS DE LA DIMENSIÓN RETENCIÓN DE LOS CLIENTES FUENTE:
ELABORACIÓN PROPIA
FIGURA 11 DIMENSIÓN RETENCIÓN DE CLIENTES FUENTE: ELABORACIÓN PROPIA
FIGURA 12 SATISFACCIÓN DEL CLIENTE DESDE EL SERVICIO FUENTE: ELABORACIÓN
PROPIA
FIGURA 13 SATISFACCIÓN DEL CLIENTE DESDE EL SERVICIO ELABORACIÓN PROPIA 
FIGURA 14 SATISFACCIÓN DE MERCADO FUENTE: ELABORACIÓN PROPIA
FIGURA 15 CONTINGENTES DE LAS VARIABLES FUENTE: ELABORACIÓN PROPIA
FIGURA 16 RESULTADOS CONTINGENTES DE LAS VARIABLES FUENTE ELABORACIÓN
PROPIA.
FIGURA 17 RESULTADOS CONTINGENTES DE LAS VARIABLES FUENTE: ELABORACIÓN
PROPIA











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ANEXO 2 MATRIZ DE CONSISTENCIA
ANEXO 3 CAFÉ DE QUELLOUNO
ANEXO 4 CAFÉ ESPECIAL DE LA CONVENCIÓN
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Tabla 2 Descripción de la escala de medición

7$%/$'(%$5(0$&,Ï1

0(','$ 1,9(/ ,17(535(7$&,Ï1

1XQFD ± 0X\PDOR

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Fuente: Elaboración propia

63
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FX\RUHVXOWDGRVHSUHVHQWDQDFRQWLQXDFLyQ

Tabla 3 Estadísticos de fiabilidad

(VWDGtVWLFRVGHILDELOLGDG

$OIDGH&URQEDFK 1ƒGHHOHPHQWRV

 

 

Fuente: Elaboración propia

,QWHUSUHWDFLyQ

x &RPRVHREVHUYDHO$OIDGH&URQEDFKWLHQHXQYDORUGHSRUORTXHVHHVWDEOHFH

TXHHOLQVWUXPHQWRHVILDEOHSDUDHOSURFHGLPLHQWRGHGDWRV

64
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Tabla 4 Resultados recursos tangibles

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Fuente: Elaboración propia





3RUFHQWDMHV


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Figura 1 Resultado dimensión recursos tangibles Fuente: Elaboración propia

,QWHUSUHWDFLyQ

'H XQ WRWDO GH  HQFXHVWDGRV SDUD PHGLU ODV 9HQWDMDV FRPSHWLWLYDV \ VDWLVIDFFLyQ GH

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65
 Tabla 5 Ítems de la dimensión Recursos tangibles

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Fuente: Elaboración propia.

 
 





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Figura 2 Dimensión recursos tangibles Fuente: Elaboración propia

66
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HQODSURGXFFLyQGHFDIp

Tabla 6 Resultados dimensión Recursos Intangibles

3RUFHQWDMH 3RUFHQWDMH

 )UHFXHQFLD 3RUFHQWDMH YiOLGR DFXPXODGR


0DOR    

5HJXODU    

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Fuente: Elaboración propia







3RUFHQWDMHV


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Figura 3 Dimensión recursos intangibles Fuente: Elaboración propia


67
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ODGLPHQVLyQ5HFXUVRVLQWDQJLEOHVPLHQWUDVHOFRQVLGHUDTXHHVPDOR

Tabla 7 Ítems de la dimensión Recursos Intangibles

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Fuente: Elaboración propia

 


   
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Figura 4 Dimensión recursos intangibles Fuente: Elaboración propia

68
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Tabla 8 Resultados variable Ventajas competitivas

3RUFHQWDMH 3RUFHQWDMH

 )UHFXHQFLD 3RUFHQWDMH YiOLGR DFXPXODGR
0DOR    
5HJXODU    
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Fuente: Elaboración propia







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Figura 5 Variable ventajas competitivas Fuente: Elaboración propia

69
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ODYDULDEOH9HQWDMDVFRPSHWLWLYDVPLHQWUDVHOFRQVLGHUDTXHHVPDOR

5HVXOWDGRVYDULDEOH6DWLVIDFFLyQGHPHUFDGR

Tabla 9 Resultados dimensión Valor del cliente

3RUFHQWDMH 3RUFHQWDMH

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Fuente: Elaboración propia




 

3RUFHQWDMHV

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Figura 6 Dimensión valor del cliente Fuente: Elaboración propia

70
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Tabla 10 Ítems de la dimensión Valor del cliente

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Fuente: Elaboración propia

 

 


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Figura 7 Dimensión valor del cliente Fuente: Elaboración propia

71
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Tabla 11 Dimensión expectativas de los clientes

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Fuente: Elaboración propia






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Figura 8 Resultados dimensión expectativas de los clientes Fuente: Elaboración propia

72
 ,QWHUSUHWDFLyQ

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Tabla 12 Ítems de la dimensión Expectativas de los clientes

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Fuente: Elaboración propia

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Figura 9 Dimensión expectativas de los clientes Fuente: Elaboración propia

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Tabla 13 Resultados de la dimensión Retención de clientes

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0DOR    

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Fuente: Elaboración propia

74
 




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Figura 10 Resultados de la dimensión retención de los clientes Fuente: Elaboración propia

,QWHUSUHWDFLyQ

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Tabla 14 Ítems de la dimensión Retención de clientes

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Fuente: Elaboración propia

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Figura 11 Dimensión retención de clientes Fuente: Elaboración propia

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Tabla 15 Resultados de la dimensión Satisfacción del cliente desde el buen servicio

3RUFHQWDMH 3RUFHQWDMH

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0DOR    

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Fuente: Elaboración propia

76
 



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Figura 12 Satisfacción del cliente desde el servicio Fuente: Elaboración propia

,QWHUSUHWDFLyQ

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PHUFDGRGHODSURGXFFLyQGHFDIpVHSXHGHREVHUYDUTXHHOFRQVLGHUDTXHHVUHJXODU

ODGLPHQVLyQ6DWLVIDFFLyQGHOFOLHQWHGHVGHHOEXHQVHUYLFLRPLHQWUDVHOFRQVLGHUD

TXHHVPDOR

Tabla 16 Ítems de la dimensión Satisfacción del cliente desde el buen servicio

',0(16,Ï16DWLVIDFFLyQ &DVL
1XQFD &DVL1XQFD $YHFHV 6LHPSUH 7RWDO
GHOFOLHQWHGHVGHHOEXHQ 6LHPSUH

VHUYLFLR f  f  f  f % f % f %

 6H WRPDQ DFFLRQHV SDUD

JDUDQWL]DU OD FRQILDELOLGDG GH            

SURGXFWR

6HWRPDQDFFLRQHVSDUD

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FRQVXPLGRUHV

Elaboración propia.

77
 







3RUFHQWDMH

&DVL1XQFD

$YHFHV





6HWRPDQDFFLRQHVSDUD 6HWRPDQDFFLRQHVSDUD
JDUDQWL]DUODFRQILDELOLGDGGH UHIRU]DUODOHDOWDGGHORV
SURGXFWR FRQVXPLGRUHV

,WHPVGHODGLPHQVLRQ6DWLVIDFFLRQGHOFOLHQWHGHVGHHOEXHQVHUYLFLR

Figura 13 Satisfacción del cliente desde el servicio Elaboración propia


,QWHUSUHWDFLyQ

'H XQ WRWDO GH  HQFXHVWDGRV SDUD PHGLU ODV 9HQWDMDV FRPSHWLWLYDV \ VDWLVIDFFLyQ GH

PHUFDGRGHODSURGXFFLyQGHFDIpVHSXHGHREVHUYDUTXHHOFRQVLGHUDTXHFDVLQXQFD

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YHFHVVHWRPDQDFFLRQHVSDUDUHIRU]DUODOHDOWDGGHORVFRQVXPLGRUHV

Tabla 17 Resultados de la variable Satisfacción de mercado

3RUFHQWDMH 3RUFHQWDMH

 )UHFXHQFLD 3RUFHQWDMH YiOLGR DFXPXODGR


0DOR    

5HJXODU    

7RWDO    

Fuente: Elaboración propia

78
 



3RUFHQWDMHV 

0DOR

 5HJXODU

 


0DOR 5HJXODU
5HVXOWDGRVGHODYDULDEOH6DWLVIDFFLyQGHPHUFDGR

Figura 14 Satisfacción de mercado Fuente: Elaboración propia

,QWHUSUHWDFLyQ

'H XQ WRWDO GH  HQFXHVWDGRV SDUD PHGLU ODV 9HQWDMDV FRPSHWLWLYDV \ VDWLVIDFFLyQ GH

PHUFDGRGHODSURGXFFLyQGHFDIpVHSXHGHREVHUYDUTXHHOFRQVLGHUDTXHHVUHJXODU

ODYDULDEOH6DWLVIDFFLyQGHPHUFDGRPLHQWUDVHOFRQVLGHUDTXHHVPDOR

3UXHEDGHKLSyWHVLV

+LSyWHVLVJHQHUDO

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PDQHUDTXHORVUHVXOWDGRVLQGLTXHQTXHH[LVWHXQDDILQLGDGRUHODFLyQHQWUHDPEDVYDULDEOHV

ODVPLVPDVTXHVHUiQOOHYDGDVDFRQWUDVWHHVWDGtVWLFR

79
 Tabla 18: Resultados contingentes de las Ventajas competitivas y satisfacción de mercado de la
producción de café.

6$7,6)$&&,Ï1'(0(5&$'2

5HJXODU 0DOR 7RWDO

 Q  Q  Q 

9(17$-$6 5HJXODU      

&203(7,7,9$6 0DOR      

7RWDO      

Fuente: Elaboración propia

6$7,6)$&&,21'(0(5&$'2



3RUFHQWDMHV



 

 

 0DOR

 
5HJXODU

5HJXODU 0DOR

9(17$-$6&203(7,7,9$6

Figura 15 Contingentes de las variables Fuente: Elaboración propia



$QiOLVLVHLQWHUSUHWDFLyQ

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FRPSHWLWLYDVGHODSURGXFFLyQGHFDIpVRQUHJXODUHVODVDWLVIDFFLyQGHPHUFDGRVHUiWDPELpQ

UHJXODUFRQXQ

80
 Tabla 19 Prueba de hipótesis ventajas competitivas y satisfacción de mercado

+R/DV9HQWDMDVFRPSHWLWLYDVQRLQIOX\HFRQODVDWLVIDFFLyQGHPHUFDGRGHODSURGXFFLyQGHFDIp
 +/DV9HQWDMDVFRPSHWLWLYDVLQIOX\HFRQODVDWLVIDFFLyQGHPHUFDGRGHODSURGXFFLyQGHFDIp
3ODQWHDPLHQWR GH
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81
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Tabla 20 Resultados contingentes de la dimensión Recursos tangibles y la satisfacción de mercado de la

producción de café


6$7,6)$&&,Ï1'(0(5&$'2

5HJXODU 0DOR 7RWDO

 Q  Q  Q 

5(&85626 5HJXODU      

7$1*,%/(6 0DOR      

7RWDO      

Fuente: Elaboración propia



6$7,6)$&&,21'(0(5&$'2


3RUFHQWDMHV



  

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5HJXODU

5HJXODU 0DOR
5(&856267$1*,%/(6

Figura 16 Resultados contingentes de las variables fuente Elaboración propia.

$QiOLVLVHLQWHUSUHWDFLyQ

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WDQJLEOHVVRQUHJXODUHVODVDWLVIDFFLyQGHPHUFDGRWDPELpQVHUiUHJXODUFRQXQ

82
 Tabla 21 Prueba de hipótesis recursos tangibles y satisfacción de mercado

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3ODQWHDPLHQWR GH +/RVUHFXUVRVWDQJLEOHVLQIOX\HQFRQODVDWLVIDFFLyQGHPHUFDGRGHODSURGXFFLyQGHFDIp
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83
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DPEDVYDULDEOHVODVPLVPDVTXHVHUiQOOHYDGDVDFRQWUDVWHHVWDGtVWLFR

Tabla 22 Resultados contingentes de la dimensión Recursos Intangibles y la satisfacción de mercado de

la producción de café.


6$7,6)$&&,Ï1'(0(5&$'2
5HJXODU 0DOR 7RWDO
 Q  Q  Q 
5(&85626 5HJXODU      
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7RWDO      
Fuente: Elaboración propia


 
6$7,6)$&&,21'(0(5&$'2

 

3RUFHQWDMHV





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5HJXODU 0DOR

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Figura 17 Resultados contingentes de las variables Fuente: Elaboración propia

84
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Tabla 23 Prueba de hipótesis recursos intangibles y satisfacción del mercado

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