<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0798-1015</journal-id>
<journal-title><![CDATA[Revista Espacios]]></journal-title>
<abbrev-journal-title><![CDATA[Espacios]]></abbrev-journal-title>
<issn>0798-1015</issn>
<publisher>
<publisher-name><![CDATA[Editorial Espacios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0798-10152024000400131</article-id>
<article-id pub-id-type="doi">10.48082/espacios-a24v45n04p10</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La creación de valor para el cliente, según Zeithaml, desde la perspectiva del estudiante universitario en Guatemala]]></article-title>
<article-title xml:lang="en"><![CDATA[The creation of value for the customer, according to Zeithaml, from the perspective of the Guatemalan university student]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[GUTIÉRREZ]]></surname>
<given-names><![CDATA[Lucí]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[DE LEÓN]]></surname>
<given-names><![CDATA[Carlos H.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,luciagutierrezp@gmail.com  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,deleoncar@gmail.com  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2024</year>
</pub-date>
<volume>45</volume>
<numero>4</numero>
<fpage>131</fpage>
<lpage>144</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S0798-10152024000400131&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S0798-10152024000400131&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S0798-10152024000400131&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El siguiente trabajo se desarrolló por medio de una recopilación de aportes sobre el valor, además de un estudio cuantitativo, que tomó como base la investigación desarrollada por Zeithaml (1988) y la categorización creada sobre el concepto valor para el cliente; esto, para poder determinar si los conocimientos sobre temas de marketing, en estudiantes de las universidades guatemaltecas, les permite ver desde otra perspectiva dicho término, en comparación a los que no llevan ese tipo de cursos en su carrera.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The following work was developed through a compilation of contributions on value, in addition to a quantitative study, which was based on the research developed by Zeithaml (1988) and the categorization created on the concept of customer value; This, in order to determine if the knowledge of marketing topics in students from Guatemalan universities allows them to see this term from another perspective, compared to those who do not take this type of courses in their career.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[cadena de valor]]></kwd>
<kwd lng="es"><![CDATA[orientación al mercado]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[valor]]></kwd>
<kwd lng="es"><![CDATA[ventaja competitiva]]></kwd>
<kwd lng="en"><![CDATA[competitive advantage]]></kwd>
<kwd lng="en"><![CDATA[market orientation]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[value]]></kwd>
<kwd lng="en"><![CDATA[value chain]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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