Maestría Inteligencia de Negocios
URI permanente para esta colecciónhttp://hdl.handle.net/11634/70187
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Tipo de ítem: Ítem , Análisis estratégico del proceso de compra y venta de vehículos usados en Segundautos Boyacá, usando herramientas de inteligencia artificial para la proyección de tendencias de mercado(Universidad Santo Tomás, 2026-05-05) Pineda Pérez, Omar Andrés; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000081087; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828The used vehicle market in Colombia has experienced sustained growth over the years, driven by economic factors and by the continued advancement of digitalization in the automotive trade, which has helped optimize the development of related processes. In this context, this study focuses on strategically analyzing the used vehicle buying and selling process at Segundautos Boyacá, with the aim of identifying opportunities for improvement using artificial intelligence tools, given the significant impact AI has had in recent years across various economic sectors. To this end, the research adopts a mixed-methods approach, combining documentary analysis with surveys applied to customers and suppliers. The results show a positive assessment of the commercial process in terms of customer service and pricing since the company’s inception; however, they also reveal weaknesses in the use of digital platforms or similar tools that could improve the overall process, due to an excessive reliance on the owner’s direct management. Based on these findings, various AI tools currently available are identified, and feasible digitalization strategies are proposed, aimed at strengthening competitiveness and data-driven decision-making for Segundautos Boyacá.Tipo de ítem: Ítem , Análisis socioeconómico sobre la cultura en los microempresarios del sector calzado y textil de la ciudad de Cúcuta: Estrategias para la toma de decisiones en el proceso de apalancamiento financiero(Universidad Santo Tomás, 2026-01-23) Chinchilla Ruedas, Liceth; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828The master's thesis titled “Socioeconomic Analysis of Financial Culture among Microentrepreneurs in the Footwear and Textile Sectors in the City of Cúcuta” aims to analyze the influence of financial culture on formal financial leverage decision-making among microentrepreneurs in Cúcuta’s footwear and textile industries — a vital sector representing approximately 18% of the local workforce. The research is justified by the persistent limitations faced by these microentrepreneurs in accessing adequate and formal financing, with low levels of financial literacy identified as the most significant weakness. This deficiency often leads to uninformed financial decisions and dependence on informal lenders such as “gota a gota” (loan sharks). The methodology adopted follows a mixed approach, integrating quantitative and qualitative components to achieve a broader and more contextualized understanding of the phenomenon. Structured surveys were applied to a sample of 244 microentrepreneurs, complemented by semi-structured interviews that contrasted statistical findings with real perceptions and experiences within the sector. This non-experimental, cross-sectional, and correlational design ensured methodological rigor and the validity of the results. Preliminary diagnoses and quantitative findings revealed critical gaps in financial knowledge and behavior: 81.1% of respondents were unsure about the cost differences between formal and informal credit; only 27.5% correctly identified financial risk; and most lacked systematic planning — just 40.2% consistently kept formal income and expense records, and only 25.8% conducted detailed planning before taking a loan. Therefore, this study goes beyond diagnosis to propose adapted and practical financial education strategies, aimed at transforming cultural perceptions, strengthening administrative management (such as financial planning and accounting practices), and enhancing access to formal credit and business sustainability — a factor proven to increase business survival rates by up to 40%.Tipo de ítem: Ítem , Análisis de la implementación de la inteligencia artificial en los emprendedores de la Universidad del Valle(Universidad Santo Tomás, 2026-02-09) Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomas; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828This research analyzes the implementation of artificial intelligence (AI) in university entrepreneurship, using Universidad del Valle as a case study. A mixed-method approach was employed, with a predominant quantitative descriptive design, complemented by interpretative analysis of results. The study followed a non-experimental, cross-sectional design, and the sample consisted of 108 entrepreneurs affiliated with the university, selected through non-probabilistic convenience sampling. The main instrument was a structured survey, validated by expert judgment and administered virtually. Findings reveal that although only 10% of participants have implemented AI in their ventures, 80% express future willingness to adopt it, and 82% are interested in receiving specific training. Entrepreneurs who already use AI report tangible benefits such as time reduction (55%), cost savings (45%), and service personalization (36%), highlighting its transformative potential in entrepreneurial contexts. The main barriers identified include lack of technical knowledge, associated costs, and limited access to institutional resources. These results support the development of pilot programs, multimodal training strategies, and institutional actions to promote responsible and effective AI adoption within the university's entrepreneurial ecosystem.Tipo de ítem: Ítem , Análisis de la influencia de la inteligencia artificial (ia) en los procesos de aprendizaje de los estudiantes de pregrado de la facultad de ciencias de la administración de la Universidad del valle sede san Fernando Cali.(Universidad Santo Tomás, 2026-02-05) Yusti Montero, Jorge Orley; Cueto Fuentes, Eduardo Nicolás; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828This research is based on the analysis of the influence of the use of Artificial Intelligence (AI) in the learning processes of undergraduate students of the Faculty of Business Sciences of the Universidad del Valle, San Fernando Campus. A mixed methodology was used, with a cross-sectional design and correlational scope, using Likert scale surveys to a proportional stratified sample of (321) students from different careers and semesters. The central problem addresses the growing dependence on AI, which, although it facilitates the completion of tasks and access to information, could weaken autonomy and critical thinking. The results show that 100% of students have used AI tools, mainly ChatGPT and automatic translators, highlighting the improvement in comprehension and academic feedback. However, weaknesses corresponding to excessive use and lack of ethical training are identified. In conclusion, AI is established as a valuable resource for optimizing learning, provided its integration is carried out in a thoughtful, responsible, and pedagogical manner, strengthening autonomy and critical thinking in university education.Tipo de ítem: Ítem , Uso estratégico de la IA y robots (agentes) en la Institución de Educación superior CUR en Medellín(Universidad Santo Tomás, 2026-01-15) Restrepo Arias , Juan Felipe; Cueto Fuentes, Eduardo Nicolas; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000146209; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=tIhFXzgAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828This research explores the issue of limited knowledge and adoption of artificial intelligence (AI) and educational robotics within private higher education institutions in Medellín, despite their proven potential to transform teaching, learning, and administrative processes. The study arises from the need to understand how different university stakeholders perceive these emerging technologies and to identify the institutional conditions that enable or constrain their sustainable integration. A mixed-methods approach with a concurrent triangulated design was employed, combining quantitative surveys administered to students, teachers, and administrative personnel with semi-structured interviews involving experts in education, technology, and ethics. This methodological convergence allowed for a comprehensive analysis that integrated statistical trends and interpretative insights, contrasting acceptance levels with the underlying arguments supporting such perceptions. The findings indicate a positive but cautious attitude toward AI. However, several structural and cultural challenges persist, including insufficient technological infrastructure, high implementation costs, resistance to change, and the lack of institutional policies guiding its ethical use. Conversely, the research identified significant opportunities such as personalized learning, immediate feedback, administrative efficiency, and the promotion of institutional innovation. Overall, the results depict an optimistic yet prudent scenario, emphasizing that the effective and responsible adoption of AI and educational robotics depends on clear institutional strategies, interdisciplinary training programs, and mechanisms for ethical and technological oversight that guarantee sustainability, relevance, and social responsibility.Tipo de ítem: Ítem , Identificación de técnicas emergentes de inteligencia artificial para gestión de fricciones en experiencia del cliente en canales digitales del sector Bancario Colombiano(Universidad Santo Tomás, 2026-01-20) Posso Gallego, Juan David; Cueto Fuentes, Eduardo Nicolas; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000860930; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828; https://orcid.org/0000-0002-7651-015XThis research project explores mechanisms for artificial intelligence (AI) to improve the customer experience in the digital channels of the Colombian banking sector. The study stems from a common problem in financial institutions: digital friction. This friction manifests as difficulties navigating digital channels, long wait times, problems understanding or distrust of automated processes, and presumably negatively impacts customer satisfaction and loyalty. Using a quantitative approach, a structured survey with a five-point Likert scale was conducted with actual users of digital banking services. The results were analyzed using frequencies, cross-tabulations, interpretive graphs, and 3D visualizations to identify patterns for consideration. Among the most important findings, it was demonstrated that the perception of automation, user age, interaction with chatbots, and the ease and frequency of use of digital channels are directly related to the level of customer satisfaction. The discussion was further enriched by referencing frameworks such as Google's HEART model, which allowed for the evaluation of key elements such as user happiness, customer engagement or effort, adoption, retention, and friction indicators (transactional error rate). Based on this analysis, guidelines and ideas are proposed to optimize the digital experience, such as improving empathy in automated channels, implementing more human-centered metrics to measure the experience, and advancing AI learning within the Colombian banking context. In conclusion, this study not only provides practical evidence on user behavior in relation to digital channels but also offers methodological and strategic tools for banks to reduce friction, increase satisfaction, and build stronger relationships with their customers through technology.Tipo de ítem: Ítem , Incidencia de la confiabilidad de las plataformas bancarias sobre la percepción del servicio actual en los usuarios del Valle de Aburrá(Universidad Santo Tomás, 2025-10-17) Palacio Giraldo, Ana María; Cueto Fuentes, Eduardo Nicolás; Álvarez Roja, Vladimir; Universidad Santo Tomás; https://scholar.google.com/citations?user=WnQLGoUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-2125-6828This study analyzes the impact of the reliability of digital banking platforms on users’ perception of service in the Aburrá Valley. In a context of increasing digitalization of banking services, digital channels have become essential means of customer interaction; however, technical failures and security issues can adversely affect users’ trust and their assessment of the service. The objective, therefore, is to determine the extent to which reliability influences that perception. The research adopts a mixed-methods methodological approach with an exploratory scope and a cross-sectional, non-experimental design. A structured survey was administered to 396 active users of digital banking platforms in the Aburrá Valley to measure perceptions of reliability, ease of use, security, availability, and customer service received; using these data, a descriptive statistical analysis was conducted to explore significant relationships among variables. The results show that 94.9% of respondents consider digital services important in their daily lives, while 75.5% report high levels of satisfaction. A positive correlation was identified between perceived reliability and overall satisfaction, confirming that technical stability and security are key factors. It is concluded that a favorable perception of reliability increases the willingness to use digital channels as the primary means of banking interaction. Nevertheless, technical and security incidents, although infrequent, have a significant negative impact, underscoring the need to strengthen technological infrastructure and support systems.