Factores determinantes y moderadores de la lealtad actual y futura del comprador on-line

  1. Sonia San Martín Gutiérrez
  2. Carmen Camarero Izquierdo
  3. Carlos Hernández Carrión
Journal:
Revista europea de dirección y economía de la empresa

ISSN: 1019-6838

Year of publication: 2009

Volume: 18

Issue: 3

Pages: 167-188

Type: Article

Abstract

La gestión de la calidad y de la satisfacción de los clientes es una estrategia comercial con gran capacidad para generar beneficios y un factor estratégico de suma importancia para las empresas en general y para las empresas hoteleras en particular. Los resultados obtenidos en la presente investigación mediante la aplicación de distintas técnicas multivariantes (análisis factorial de componentes principales, análisis cluster y análisis de correspondencias) apuntan a que no todos los aspectos que los clientes consideran cuando evalúan la experiencia con el hotel poseen la misma capacidad para condicionar la satisfacción, existiendo diferentes tipologías de usuarios caracterizadas por la mayor o menor sensibilidad hacia los atributos de calidad del producto. Además, se establece la existencia de una correspondencia entre estos criterios indicativos de la calidad y aquellos estándares que utilizan los individuos para juzgar su grado de satisfacción.

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